Case Study: Law Firm SEO

The firm relied for a very long time on directories such as FindLaw to boost their SEO results, which failed immediately after a small initial increase.
The partners and associates had been publishing tons of helpful content, but not having found a consistent way to get more people to their site organically was a massive concern for the firm leadership

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The goal was simple and clear: Get more organic traffic to content that matters the most, and have a prominent search position when potential clients searched for terms such as “nj personal injury lawyer”- a highly competitive keyword regardless of geographical location.


Website Audit

On-Page and
Off-Page Optimization

Content Creation
and Backlink

Led by Eric, our Director of SEO, we followed a comprehensive approach that not only followed best practices to the full extent but also maximized the firm’s strengths by driving traffic to the thousands of helpful pieces of content on their website.

The process was simple:

1- First, we researched the competition for target keywords and landing pages.
2- Then, we analyzed search intent for target keywords, content on pages that ranked well, the backlink profiles of these domains.
3- After completing our detailed audit, we put together a plan of action. We had a complete understanding of where we were, and this helped us determine where we can be within a few months.
4- We worked closely with the partners at Scura to align target keywords to business priorities such as optimizing for keywords for new practice areas/departments they launched.
5- We built high-quality backlinks month after month, improving the domain authority of the site.


Our SEO initiatives resulted in the firm acquiring top 3 rankings for the most competitive keywords such as “nj bankruptcy”, “nj personal injury” - outranking top legal directories and even government sites in some instances.


When done right, SEO can be a massive addition to a well-rounded marketing strategy as law firms try to find ways to efficiently generate more leads and show up in search results when potential clients are searching for attorneys like you.

If you’re unhappy about your SEO progress like the partners at Scura once were, contact us today to find out how we can outrank your competition.

We worked with multiple agencies and didn’t see the growth we targeted until we started working with Locate Legal. We have worked with the biggest, including FindLaw and they did not give us the service and results that Locate Legal did. They only work with limited law firms or lawyers in geographic areas. This is a huge asset because the bigger companies work with any law firm or lawyer and thus they are working with your competition. Locate substantially increased both our leads, the quality of our leads and our traffic to the website exponentially! Locate has different and unique ideas depending on your area of practice and I give them the highest recommendation!

John J. Scura, Esq.
Managing Partner at Scura Law Firm

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