A Content Marketing Case Study
Personal Injury Attorney Gets Huge Rankings Boost from Quality Content
Who We Helped
Our client, an out-of-state personal injury law firm whom we cannot name here. Our client specializes in all types of personal injury cases, but their main focuses are car & truck crashes, insurance disputes, slip-and-fall accidents, elder care and nursing home abuse, and more.
The legal field—and the personal injury area especially—is extra competitive when it comes to SEO rankings (and ad costs, as a result).
We were, and still are, focusing on the keywords “car/truck crash(/accident/wreck/accident) attorney,” with “car crash” being the most-searched-for and legally accurate language. We also focused on “personal injury attorney/lawyer” and “insurance attorney/lawyer.”
We’ve always had a steady stream of ad traffic, but better SEO rankings could lower our ad spend on Google. Higher rankings and more traffic tells Google you have a good site, and will send more people your way for cheaper. There’s also the added bonus of drawing in hundreds to thousands of new visitors due to higher rankings.
We put a plan into action, and to make a long story short (with more details to follow)—we ended up with some surprisingly great results. Let’s take a look.
How We Did It
With multiple variations of just a few keywords, we had a lot of work to do, but we also had a lot of places where we could work. Over the course of a few months, we slowly added and updated blog posts and landing pages—if you do it all at once, you won’t know what helped.
When all was said and done, we made some significant changes:
- We wrote a blog post about “car crash vs. car accident” verbiage. Both “car crash” and “car accident” get tons of traffic at 49.5k each, and are generally synonymous to laypeople. However, in the legal field, there’s an important distinction between accidents, where no one is at fault, and crashes, where someone is at fault. The blog explores those differences.
- We updated a blog post about winning a $1 million verdict in a nursing home abuse case. The blog has relevant keywords and place names like Tulsa and Sand Springs.
- We tried to seed more local rankings by adding the local city and town names in relevant places across the site.
- For the reasons outlined in the first bullet, we emphasized “car crash” everywhere we could across the site, from old blogs and landing pages to meta descriptions and alt text.
- We added testimonials across the site to both show off their reviews and increase the word count of those pages.
- We updated their Google Business profile, including verifying information and location, posting mini-blogs from their site, uploading pictures and videos, and responding to positive and negative reviews.
WHAT WERE THE RESULTS
The results were striking… unlike anything we’d seen before from our efforts. After a few months of the above tuneups, we logged into our keyword ranking tracker sometime in March to see that all of our focus keywords were ranking #1 both national and on Google Local. Every keyword. #1. All over.
By the end of March, we had 15 (high-volume) keywords ranking in the top-3 SERP spots—12 of those being #1.