Harrell & Harrell, P.A.
A great reputation and an investment in traditional advertising channels helped make this successful area law firm a well-known brand. Its investment in digital marketing, however, wasn’t showing good returns. Today, it has a strong online presence with search traffic and conversions up across the board.
Our initial research showed that the client had minimal optimization of their website, which we also discovered they did not own. In spite of having multiple office locations, there was no local SEO strategy implemented that would help them strongly compete in each individual market. Site speed, an increasingly important factor for ranking and user experience, was also slow.
A look into the client’s Google AdWords campaigns also revealed several critical issues, such as poorly segmented campaigns, loose adherence to targeting rules, and traffic that was wasting the client’s PPC budget on search terms that were irrelevant to its practice areas.
Our technical solutions for SEO included duplicating the client’s site on WordPress, implementing the proper 301 redirects, and reorganizing the services navigation menu. We also developed a local SEO strategy, which included best practices such as claiming all Google My Business listings, building citations for the client’s main location, and creating pages for each city the client serves.
In addition to regularly monitoring and adjusting SEO performance, we continue to create content focused on the client’s most profitable practice areas and markets to increase the site’s authority and relevance.
For PPC, we implemented precise location targeting, set up accurate conversion tracking, merged campaigns where appropriate, and took other measures to maximize the client’s cost savings.