LaPorte Law Firm

51% increase year over
year in website traffic
from local Google searches

Social Security Law, San Jose, CA

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Overview

LaPorte Law Firm came to us for help increasing the number of people who visited their website, especially people within 120 miles of one of their offices.

51%

YOY TOTAL TRAFFIC
INCREASE

35%

YOY LOCAL TRAFFIC
INCREASE

13%

YOY ORGANIC LEAD
INCREASE

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Background

Founded in 1982, LaPorte Law Firm specializes in Social Security legal services. They provide end-to-end legal representation to clients across six offices in the Bay Area.

The Problem

Optimizing the Website to Rank Well For Multiple Locations

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LaPorte Law Firm wanted to be more visible in Google search results, especially when locals were searching for Social Security legal services. The LaPorte team already had a strong showing for San Jose searches (where the firm was first established), but they struggled with visibility in results tied to other parts of the Bay Area.

Their firm predominantly operates face-to-face with clients, which means it’s essential to show up near the top of Google search results for phrases like, “disability attorney sacramento”. Before we started on LaPorte’s case, they showed up on the sixth page of Google search results for that phrase.

The Solution

Increasing Website Rankings with Link Building Campaigns

Competitor Analysis
Technical Audit
Keyword Research
Link Building

The first thing we did was assess which keywords LaPorte’s website and its competitors’ websites were ranking for. Any time a competitor ranked for a keyword that LaPorte’s website did not rank for, we added it to a list of targeted phrases. There ended up being 21 keyword opportunities based on our researh

Next, we looked for search phrases that neither LaPorte nor its competitors ranked for or phrases where existing rankings could be improved with simple tweaks to on-page text.

All of the updates at this stage were focused on optimizing content for searches that contained the name of a city one of their offices was located in (i.e. ‘disability lawyer in San Jose’). This is also when our team created new pages dedicated to details about each office location.

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Besides local keywords, LaPorte also had lots of room to grow with “longtail” keywords. These types of search phrases are longer, more specific, and often associated with a question (i.e. “how long do I have to wait after my a social security disability hearing?”).

Lots of SEO services neglect longtail keywords because fewer people search for them. Not us. We started LaPorte on a blogging plan that targeted these phrases to further increase website traffic and get in front of people who were clearly looking for legal assistance.

After the competitor and keyword research, it was time for a technical audit. This step focuses on all of the behind-the-scenes settings and optimizations that Google considers when ranking a website. Something as trivial as a page loading in four seconds instead of two can knock hurt rankings. We combed through LaPorte’s entire website and addressed all of them.

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Lastly, LaPorte’s website needed backlinks. One of the top three determining factors in where a site ranks in search results is how many other websites link to it. The more “backlinks” your website gets from reputable sites, the higher Google will rank your website.

We built a campaign that resulted in bloggers from the legal services industry linking to the LaPorte website. One of the reasons these efforts are so valuable is because they require no ongoing maintenance. As long as those links are accessible their SEO benefits persist.

The Outcome

More backlinks, website traffic, leads, and local visitors

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The work on LaPorte’s website began in June 2020, and by November 2020 there were noticeable improvements on the website’s performance when compared to the same period in the previous year.

Most importantly, we secured 25 backlinks from authoritative, industry-related blogging sites.

Also during the five-month period, the number of people who arrived on the website after clicking a search result increased by 51% when compared to the previous year. November 2020 was even better — an increase of 89% when compared to November 2019.

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LaPorte’s original request was for us to boost their visibility in local searches. Between July 2020 and November 2020, the number of website visitors from local areas increased by 35% when compared to the previous year. In particular, November 2020 increased by 70% when compared to November 2019.

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Between July and November 2019, ninety-four website visitors filled out a contact form after clicking a search result in Google, Bing, or other search engines. During the same period in 2020, one hundred and six website visitors had filled out a contact form.

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