Elite Personal Injury Firm Sees 55% Increase in Total Sessions While Maintaining 81% Engagement Rate Through Strategic SEO
Campaign Details
- Start Date: May 2024
- Reporting Period: 12 Months
- Practice Areas: Personal Injury
- Geographic Market: Multiple California locations
- Competition Level: High – Competing against multi-million dollar advertising budgets
The Problem
The firm was experiencing limited organic traffic from both Google Search and its Google Business Profile.
At the same time, competitive pressure from other personal injury firms had intensified in their area. As a result, the firm is also seeing limited volume of high-value personal injury cases.
Our Strategy
Phase 1: Audit and Planning
The first step is always a site audit covering the three main pillars:
- Technical audit
- Content audit
- Backlink audit
We found that this website had many issues on all 3 fronts.
Technical
Our technical audit revealed a URL architecture that was missing target keywords,
When we dug deeper into the server log data, we found that search crawlers were focusing on content that was not important for the law firm’s business.
When we crawled the site we saw that the site’s architecture was haphazard and difficult to navigate, contributing to the crawl budget being eaten up by irrelevant pages.
All of these issues would have to be fixed in order for the Law Firm’s website to even dream of having chance of ranking.
Content Audit
The analytics showed that people were not reading the content and other websites were not linking to our content. Visitors were spending only a few seconds on the page if they did get on the page at all. The vast majority of the content was also “below the fold” contributing to the low engagement rate.
But the content itself was generic and had to be re-written if we wanted to these pages to rank and convert. Additionally, all meta tags, title tags, and schema had to be re-done or created.
Phase 2: Implement Changes
This process took about 3 months from assessment to complete. We did a complete redesign of the landing pages, paying particular attention to Conversion Rate Optimization.
The blog was also redesigned to increase engagement and time on page.
Phase 3: Content Creation and Growth
Now that the website had a firm foundation, we started to create content designed to be original and genuinely helpful. We spent time designing both content that could attract leads but also content that would get backlinks – required if you want to outrank your competitors.
This process took another 9 months of creating and publishing content.
The Results
12-Month Performance
May 2024 – May 2025 vs Previous Year
- Organic Traffic: 21,191 → 33,814 sessions (+60% increase)
- Total Website Sessions: 28,758 → 44,675 (+55% increase)
- New Users: 22,243 → 37,765 (+71% increase)
- Page Views: 68,340 → 91,554 (+34% increase)
- Engagement Rate → 81% (highly qualified traffic)