352% Increase in Website Users

Challenge

This Arizona divorce lawyer did not rank well for any search terms. As a result, website traffic was stagnant at about 150 visitors per week.

Strategy

There was nothing major wrong with this lawyers website. He just lacked the content to be noticed in a very competitive market. We looked for opportunities to build topical authority by answering potential clients questions and providing them with information they could use to take the next step.

Approach

Building topical authority for this attorney required researching some search terms that were not thoroughly covered by other websites. Then, optimizing existing content to make sure it was complete and worded properly. We were even able to win a few of Google’s Featured Snippets that display above all the search results.

the process

How building topical authority improves search results

Researched Content Gaps

This step included determining pages that were not performing well and discovering other topics that are getting searched but not covered on the website.

Create Topical Map

We then built a topical map the provides a framework for updating existing content as well as building new content. By considering topics that were not well-covered, the site was able to get top rankings along with lots of clicks!

Prepare New Content

Well-written content starts with a strategy that maps out all of the questions searchers have on a topic and navigates them through them in a logical order. When a topic is too tangential, it becomes a new page.

Analysis of Existing Content

Sometimes existing content is good but could be better. We reviewed pages that were underperforming and updated them to be more inclusive as well as a valuable resource for visitors.