Compounding growth in one of the most competitive verticals in search

Legal is among the most contested verticals in search. The competition is well funded, the
CPCs are high enough that everyone is trying, and there is no cheap keyword left to pick up.

This engagement has run since 2020, which changes the nature of the work. It is not a project
with a finish line; it is an operation that has to keep producing while the SERP moves.

• Owned SEO operations end to end, coordinating a remote team of SEO virtual assistants,
  content editors, designers and developers.
• Wrote the SOPs for on-page optimisation, internal linking, cannibalisation fixes and
  keyword tracking — the actual leverage on a long engagement, because they make the output
  independent of who is doing the task this month.
• Attacked cannibalisation directly. On a mature legal site the most common problem is
  not missing content but several pages competing for the same query and splitting the
  signals between them.

10x organic traffic and a 5x increase in lead generation, with 192K clicks and 10.4M
impressions in the documented window.

The 5x on leads next to the 10x on traffic is the honest part of this one. Traffic multiplied
faster than leads did — which is what happens when growth includes informational queries that
rank well and convert less. The work that closed the gap was internal linking: routing that
informational traffic toward the pages that actually generate enquiries.

Client name withheld under NDA. Search Console documentation available on request.

Google Search Consoleclick to enlarge