Enhancing visibility and driving new business with a blend of SEO and PPC

Increase in organic traffic YoY

Increase in blog traffic YoY

Decrease in YoY Google Ads cost per conversion

Rayden Solicitors is a specialist firm of family law solicitors with offices in St Albans, Berkhamsted, Beaconsfield, Bishop’s Stortford, Hampstead, Harpenden and Loughton.

The brief

Given our proven expertise in the legal sector, Rayden Solicitors approached Distinctly with the aim of improving their performance in a competitive market, after seeing a lack of clear results from other agencies they had previously worked with.

We were tasked with evaluating the firm’s online presence across both SEO and PPC, with the objective of auditing and improving the technical foundations of the site, increasing their competitive advantage in order to generate valuable enquiries.

We were also required to work in conjunction with an existing team incorporating a marketing consultant, plus an existing web development agency.

What we delivered

From an SEO perspective, we undertook a full technical site audit to identify underlying crawling and indexing issues. As a result of the findings of our audit, we removed approximately 300 surplus pages from the site which were receiving little to no traffic and were ranking poorly, redirecting them to suitable alternatives.

Detailed keyword research enabled us to identify target local keywords, which were utilised throughout the firm’s service landing pages. Keyword-optimised copy is crafted to be as engaging, informative and relevant as possible, whilst also ranking well.

We improved the link profile of the site, focusing on maximising the SEO benefit of wider marketing initiatives being carried out such as sponsored charity events and industry awards won by the firm.

We reviewed the existing blog content, then crafted a bespoke search led content strategy, incorporating suggested titles designed to rank for target long tail keywords and drive enquiries and traffic. These were then produced inline with the keyword research and resulted in huge increases in organic traffic generated by the blog.

From a PPC perspective, we undertook a full campaign restructure, performance-testing keywords and messaging and implementing enhanced call tracking to identify leads.

What the client thought…

“Distinctly applied a methodical, concise approach to building our authority online, which led to real, measurable results including an increase in enquiries which we have tracked all the way through to a direct and tangible uplift in new business.

“The team at Distinctly worked well alongside our existing team, adding value as they shared their expertise.”

Emma Kent, Marketing Manager, Rayden Solicitors

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