The Challenges
Her phone wasn’t ringing!
Many technical site issues were hindering performance
Organic reach was very limited due to narrow geo-targeting
Niche services within family law – adoption only
Client wanted their site “to be seen on Google again”
The Solution
Technical Issues
After prioritizing the low-hanging fruit opportunities, we completed a round of technical improvements to help strengthen the site’s SEO. This included resolving all redirect issues, optimizing the sitemap and structured data (for better crawlability), and refining the sales pages (especially meta titles, descriptions, headers, keyword targeting) to improve clarity and search visibility.
Advanced Link Strategy
After securing foundational legal backlinks (e.g. Avvo, Justia, Findlaw, Bar Association), we began working on securing more creative (editorial, reclaimed, local) backlinks to strengthen the site’s authority. We also balanced the site’s anchor text distribution to better signal service type and location for Google Bot.
Content Expansion
We expanded the site’s organic reach to include more areas throughout the state by aligning niche pages with state-focused keywords to improve competitiveness for broader searches. We also rolled out a blogging strategy to draw in traffic from long-tail search terms and to build more topical relevance and expertise for adoption services.
Full 360° SEO Approach
Implemented a holistic SEO strategy that touches on all elements impacting organic search visibility to drive long-term, sustainable growth.
The Results
Ranking Trends
Client’s average Google ranking improved from 21 to 3 in the first 12 months!
Traffic Trends
Website Clicks + Impressions Metrics: Month 1 vs Month 18
– Total Organic Users: +167% (42 vs 112)
– New Organic Users: +179% (38 vs 106)
– Returning Organic Users: +263% (8 vs 29)
Source: Google Search Console
“I hired Nifty for my law firm after I left another platform this past May. Leaving the other platform was very hard on my firm – we had disappeared from Google overnight! The experts at Nifty including Chad, Devin, Gabe, and Thai saw that I had an emergency, worked quickly to address my Google problem and have then worked overtime to build my brand on Google. I was able to recover and grow in the Google standings tremendously over the year. Also, they are very nice and a real pleasure to work with!! I recommend them highly!!”
LET'S DO THIS
FILL OUT THE FORM BELOW TO GET STARTED.
Make Law Sexy
WITH BETTER MARKETING FOR YOUR LAW FIRM