For just over a month, I conducted a very successful SEO campaign for Dorman Law’s website. This is the second SEO project I have worked on for lawyers, who often have highly competitive search terms. I began by reviewing a number of baseline metrics and evaluating the on and off-site elements already in place. I installed several plugins, configured them, and set up the site to notify services when updates occur. I also spent a considerable amount of time reviewing the meta-data across the site and adjusting the internal site structure. I composed a list of over two dozen keywords with high organic search traffic and value and worked to gain ranking for many of them.
Content Creation
I published many articles on a variety of Ezine sites, and created some new blog entries. I also built a linkwheel, or an interconnected bunch of web 2.0 sites, each featuring a similar topic and backlink to the site. Doing this spreads content throughout the web, giving your site “buffers” of credibility and content that boosts search engine rankings. Gaining backlinks that come from sites relevant to your profession is crucial, and so is using keywords as the anchor text for the link.
Linkbuilding
I ran backlink building campaigns for the main site, and all of the buffer articles as well. Again, backlinks are indicators of popularity and help increase page rank and SERPs. Building them to the main site is most important, but it’s also smart to build them to the article sites and buffer sites. After all, backlinks equal popularity, and more popularity equals higher quality linkjuice. Speaking of, I aimed to try to get more high PR backlinks. As a result, his pagerank rose from an already respectable 4 to a 5.
Keyword Analysis
I also did a good bit of research on the competition and suggested what they are doing to achieve rankings. I provided the client with all sorts of metrics that help pinpoint exactly where the competition was doing.
Below you can see a screenshot of the value of these keywords, seen under the column highlighted in red.
These are the estimated values for a #1 ranked spot on Google. Granted, that would take time to achieve, but once you are on the first page even, these values sustain their amounts. Almost every one of your keywords has a value of more than $1,000. When we began, you were only appearing on the map for 6/26 keywords. Now you appear on Google for 14/26 of them. Some, like “los angeles criminal defense attorney” went from not even appearing in the first twenty pages of Google to page seven. That’s a considerable jump in a short time.
Conclusion
The general campaign has been a success, and we gained significant ground for many valuable search terms. You do not see overnight success with an SEO campaign, but clearly an improvement has been made. Continued effort will surely bring even higher rankings, and the aim should be to hit page one of Google for many of these terms.
I’ve suggested some tactics the client can use to help increase their SEO themselves and provided them with many explanations and ideas for further growth. With continued expanded efforts I am sure he could be on page one for many valuable keywords within a just a few months.
Client: Gabriel Dorman Law
Website: http://www.criminaldfenseduilawyer.com
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