After 15 years in business, this established legal sector client partnered with us at Click Intelligence to strengthen their visibility for key local employment law terms. Through a focused Managed SEO and Blogger Outreach strategy, we built targeted campaigns that drove more organic traffic and significantly improved their online brand presence. Here’s how we achieved their stand-out results…
Case Study Overview
- The campaign was delivered over 12 months, with a monthly investment of £500.
- Organic traffic to key pages increased from 1,277 to 2,822.
- Total sessions grew from 578 to 1,399, marking a 142% increase.
- Referring domains increased from 30 to 81, supported by 45 high-quality backlinks.
- Growth in Page 1 and Top 3 keyword positions, increasing from 11 to 17.
- Estimated £11,596 per month in PPC-equivalent value driven through improved organic rankings.
From Local Visibility Gaps to a Clear SEO Growth Plan
As a UK-based law firm specialising in employment and corporate legal services, improving visibility across Cheltenham-focused terms was a key priority.
After an initial audit, our team identified that there were opportunity gaps in their backlink profile, with fewer referring domains than key competitors. There were also several opportunities that they were missing to strengthen on-page SEO and E-E-A-T signals, including keyword targeting, metadata, and content alignment with client search intent.
The Objectives that Steered Campaign Performance
The primary objectives were:
- Increase rankings for key local search terms related to employment and corporate law
- Drive more organic traffic to high-value service pages
- Strengthen domain authority through targeted Link Building
- Improve overall keyword visibility across Page 1 and Top 3 positions
- Support long-term growth through a stronger technical and on-page SEO foundation
The Metrics That Mattered Most
- Growth in organic traffic and total sessions
- Improvements in keyword rankings, particularly for Cheltenham-focused terms
- Increase in Page 1 and Top 3 keyword positions
- Expansion of referring domains and backlink profile strength
- Estimated commercial value of organic performance through PPC-equivalent savings
Campaign Results & Growth Wins
- Traffic growth: Traffic to key pages grew from 1,277 to 2,822, while total sessions increased from 578 to 1,399. This shows a 142% uplift, driven by improved visibility across high-intent search terms.
- Keyword rankings: The number of keywords ranking in the Top 3 positions increased from 11 to 17, with strong progress across Page 1 results. High-value terms such as “solicitors in Cheltenham” and related variations saw notable improvements in ranking.
- Engagement improvements: While the primary focus was on visibility and traffic, improved keyword alignment and content relevance supported a more targeted user journey.
- Authority and link growth: Referring domains increased from 30 to 81, supported by 45 high-quality backlinks secured through outreach.
- Commercial impact: Based on PPC cost equivalents for key terms, the campaign generated an estimated £11,596 in saved ad spend per month.
Final Thoughts & Next Steps
With solid foundations now in place, the next step is to build on this momentum. Continued optimisation, expanded keyword targeting, and ongoing Link Building will support further growth and help secure more Top 3 positions across high-value keywords.
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