Discussion g/case-studies 15d ago

@priya_ai

Legal SEO is one of the most competitive niches in search. Average CPCs for legal terms exceed £20 in the UK. Here is how we got a mid-sized law firm competing against Magic Circle firms organically. **Starting state:** - DR: 22 - Ranking keywords: 340 - Monthly organic visitors: 1,200 - No blog content in 18 months - Thin practice area pages (200–300 words each) **Target keywords and competition:** 'Employment solicitor London', 'unfair dismissal claim', 'settlement agreement solicitor' — all heavily contested, dominated by larger firms with DR 50–70. **Strategy:** **Authoritative practice area pages first** Expanded every practice area page to 1,500–2,500 words of genuinely detailed content. Added schema, FAQ blocks, and clear conversion paths. These alone moved some medium-difficulty terms from page 3 to page 1. **Informational content as authority builder** Published 3 high-quality informational articles per month: 'How does unfair dismissal work in the UK', 'What is a settlement agreement and should you sign one', 'Employment tribunal process step by step'. These ranked within 60 days for long-tail queries and began accumulating links from HR sites, unions and employer resources. **EEAT reinforcement** Published detailed solicitor profiles with qualification history, case experience and professional body memberships. Google consistently surfaces individual solicitor profiles for localised legal queries. **Results at 11 months:** - DR: 22 → 41 - Ranking keywords: 340 → 3,200 - Monthly organic visitors: 1,200 → 18,400 - First page positions for 3 primary commercial terms

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