We made organic search this firm's best source of cases.
When we took over SEO in July 2025, the firm ranked in Google's top three for just 7 keywords. Today it's 92, a 13× jump, and first-page rankings nearly tripled, from 67 to 183.
Measured, not guessed
Under a year of compounding organic growth.
Lead and case figures are illustrative of a typical outcome and shown as an example. Keyword data reflects the firm's actual Semrush rankings, tracked daily and smoothed monthly.
The playbook
The challenge
The firm wasn't invisible. It already ranked in Google's top three for a handful of terms and held first-page spots for others. The problem was the gap: it was missing the core, high-intent keywords that actually sign cases, the "[city] personal injury lawyer" and "car accident attorney near me" searches where the real case volume lives.
So the highest-value searches went to competitors, and growth still leaned on paid ads and referrals with a rising cost per lead.
The approach
- Technical foundation: fixed crawl, indexation and Core Web Vitals issues holding pages back.
- Money-page build-out: practice-area and city landing pages built for high-intent local search.
- Local and map pack: rebuilt the Google Business Profile, reviews and citations to win the local 3-pack.
- Authority: earned relevant local links and digital-PR coverage.
- On-page and internal links: tightened around the keywords that convert.
The outcome
Within a year, organic search is the firm's number one source of new cases: predictable, compounding, and a fraction of the cost of paid.
Rankings are still climbing. The groundwork from late 2025 broke through in early 2026, and the case load went with it.
We stopped worrying about the ad budget. The cases just started coming in.
Managing Partner · Personal-Injury Firm
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