Through an SEO audit leveraging the GeoGrid Report and GBP Analytics, we devised a tailored strategy to address the client’s specific challenges. This bespoke solution was meticulously designed to improve their online visibility, increase office visits, and drive new client inquiries. Below are the steps we implemented:

1. Competitor Analysis
   Effective strategy begins with understanding the competitive landscape.
   • Using the GeoGrid Report, we identified the top-performing businesses within a 5-mile radius of the client’s location.
   • We focused on selecting competitors ranking prominently in areas that aligned with the client’s target service zones.
   • After identifying these competitors, we examined their primary category and keyword focus, ensuring alignment with the client’s niche. This step was critical in uncovering keywords that could genuinely drive business growth.
     
     
     
     
2. Strategic Keyword Research
   The right keywords are the backbone of an effective SEO campaign.
   • Our research prioritized high-performing keywords with strong search volume, reasonable CPC (Cost Per Click), and clear buying intent. Examples included terms like “Estate and Probate near me” and “Estate and Probate lawyers in [City],” which resonate with potential clients actively seeking legal services.
   • We balanced high-search-volume keywords with those having lower competition, ensuring quicker wins without compromising long-term goals.
   • This deliberate approach ensured the client’s keywords were not just easy to rank for but also capable of attracting qualified leads ready to engage.
     
     

     

3. Building High-Quality Backlinks
   Backlinks remain a critical ranking factor, but quality far outweighs quantity.
   • We targeted authoritative domains with low toxicity scores to ensure the backlinks positively impacted the website’s credibility.
   • By analyzing competitor backlinks, we identified niche-specific opportunities, creating a link profile tailored to the client’s business.
   • This method not only optimized resource allocation but also ensured the budget was invested in impactful efforts, saving time and maximizing ROI.
     
     

     

4. Optimizing Google Business Profile (GBP)
   An optimized GBP is essential for improving local search visibility and engagement.
   • With the client’s consent, we secured manager access to their GBP profile, ensuring data security and privacy.
   • Key updates included maintaining accurate and consistent NAP (Name, Address, Phone Number) details, business hours, amenities, and a well-crafted business description.
   • We updated the GBP services, products, and description fields.
     Geotagged images were added, complete with synchronized coordinates and optimized metadata, enhancing local relevance.
   • To maintain engagement, we posted Google Posts weekly, showcasing services, updates, and promotional content.

     

Our Perspective: The Value of Tailored Strategies

Many SEO agencies rely on generic, package-based solutions that fail to address the unique needs of law firms. Our approach was different—we focused on understanding the client’s market, their competitive position, and their specific goals. By combining GeoGrid insights, detailed GBP analytics, and a custom-tailored strategy, we ensured measurable improvements in visibility and lead generation.

 

At Law Webber, we specialize in helping Estate and Probate firms build a commanding online presence. By crafting bespoke solutions rooted in data and tailored to your practice, we ensure that your marketing efforts translate into tangible business outcomes.