Last year, we were approached by a law firm seeking a detailed audit of their SEO efforts, previously managed by another agency. While the firm had achieved Google rankings for 10-15 keywords, their online presence failed to generate any phone calls, office visits, or inquiries—a situation that demanded immediate attention.

Our SEO audit uncovered several alarming issues:

1. Ineffective Keyword Targeting
   A critical aspect of SEO is not just achieving rankings but targeting keywords that directly impact lead generation and business growth. The previous agency prioritized low-difficulty keywords, likely to inflate their success metrics but irrelevant to the client’s market. Ranking for such terms may boost vanity metrics, but it does nothing to attract qualified leads. This practice reflects a common issue with many SEO providers who prioritize quick wins over strategic outcomes.
   
   
   
   
2. Harmful Backlink Strategy
   Backlinks are integral to building a strong online presence, but they must be high-quality and relevant. In this case, the previous agency had created an abundance of toxic backlinks using PBNs (Private Blog Networks). This not only flagged the website in Google’s algorithms but significantly impaired its ability to perform effectively in search results. Toxic backlinks can be devastating, often requiring extensive cleanup before real progress can be made.
   
   
   
   
3. Lack of Localized Market Focus
   Law firms thrive on hyper-local visibility, targeting clients within a 2-5 mile radius. However, the agency failed to implement a market-specific strategy. Instead, they followed a one-size-fits-all approach, often seen in SEO services designed around standardized packages. A hyper-local focus—bolstered by tools like GEOGRID—is essential to ensure the firm’s visibility to potential clients in its immediate service area.
   
   
4. Red Flags in Geo Grid Reporting
   Upon running a Geo Grid report, we found the entire map flagged in red (see attached image for reference), highlighting a severe lack of local search optimization. Further investigation revealed that their Google Business Profile (GBP) was incomplete and poorly maintained. Missing NAP (Name, Address, Phone Number) consistency, a lack of geotagged images, and minimal use of Google Posts all contributed to the poor results. These oversights are fundamental errors that prevent a firm from standing out in local searches.
   
   

   
   
   

5. Neglected GBP Analytics
   Google Business Profiles offer invaluable data for understanding client engagement, including search terms, calls, and direction requests. However, the analytics revealed alarmingly low activity across the board. This highlighted not only a failure to optimize the GBP but also a missed opportunity to leverage actionable insights for growth.
   
   

We proposed a comprehensive overhaul of the firm’s SEO strategy, the client recognized the critical nature of these changes and entrusted us to rebuild their online presence from the ground up. By addressing foundational issues and implementing a tailored approach, we laid the groundwork for sustainable growth.