Objective
This Toronto-based boutique law firm, specializing in a single practice area, partnered with us with a clear goal: increase its website traffic from Google to attract potential clients actively seeking expertise in its niche. With the firm’s specialized focus, our aim was to drive high-quality traffic from individuals specifically searching for services in this practice area.
Challenges
The firm operates in a competitive legal niche within Toronto, facing intense competition from larger multi-practice firms and other boutique firms targeting the same audience. Standing out required a strategic and multi-layered approach to help the firm compete effectively against well-established competitors in search results.
Our Approach
To meet these objectives, we employed a comprehensive SEO strategy designed to build authority and drive relevance:
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Backlink Building: We implemented a strong backlink strategy to enhance the site’s authority. By securing quality links from reputable, industry-related sources, we helped position the firm as a credible leader within its specialty.
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Content Expansion: To attract organic traffic and increase engagement, we developed a series of informative, in-depth blog posts and resources addressing common questions and concerns within the firm’s practice area. This strategic content expansion kept visitors engaged and encouraged them to spend more time on the site.
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On-Page SEO: We optimized every page with carefully selected keywords specific to the firm’s niche. Enhancements included refining title tags, meta descriptions, headers, and internal links, aligning each page with search intent and improving user experience.
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Technical SEO: A comprehensive technical audit identified and addressed any underlying performance issues. We improved page load speeds, ensured mobile optimization, and optimized the site architecture to be more search-engine friendly.
Results
Over three months, our efforts led to measurable improvements:
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Increased Clicks: Total clicks rose from 8.4K to 10.9K, reflecting a substantial increase in traffic from Google.
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Higher Impressions: Impressions grew from 345K to 440K, indicating broader visibility in search results and a stronger reach among potential clients.
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Improved CTR: The click-through rate increased slightly from 2.4% to 2.5%, suggesting that the content and on-page enhancements aligned more closely with user intent.
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Better Average Position: The average position improved marginally from 21.7 to 21.6, a promising gain in a highly competitive market.
Conclusion
This project highlights how a strategic blend of backlink building, targeted content expansion, on-page SEO, and technical optimization can drive meaningful results, even in a niche, competitive market. By focusing on quality and relevance, we helped this Toronto-based boutique law firm gain greater visibility in Google search results, attracting more qualified traffic from users actively seeking legal expertise in their specific area.