Driving top tier rankings through content marketing for the legal industry.
Client: DNA Legal
Service: Content Marketing
When: 2023
In 2004 DNA Legal was launched with the aim to transform the level of service provided and ensure true quality and care in the industry.
The strategy
DNA Legal told us they wanted to rank for commercial keywords such as hair drug testing, peth testing and court ordered testing related keywords, as well as improving their overall organic search visibility in order to drive more online enquiries.
Keywords such as these don’t typically attract a large search volume, but they hold high user intent, which means a higher chance of converting.
To capitalize on this value, we devised a content strategy tailored to each keyword, crafting comprehensive, authoritative content to elevate their rankings in search results.
Additionally, we dedicated efforts to enhancing and refining their current content to maximize the site’s potential for ranking.
The impact of updating existing content
As well as creating new content based on keyword research, and what was trending in the industry , we also updated any outdated copy that had potential to rank better. For example, we took this article from 2017, updated it with new trustworthy and relevant content and watched the traffic gradually increase month after month.
Link building
Alongside optimising content and creating new content, we looked for link opportunities and communicated with journalists and site owners, encouraging them to link back to the resources on DNA legals site.
So far we have secured links on hugely relevent sites such as The Electronic Immigration Network, IBB LAW, Support Pay, and Kent University.
The results
33% Organic Traffic Increase
YoY, up to 30k visitors a month.
25% Increase in Brand Impressions
YoY, up to 1 million monthly brand impressions.
39% Increase in Conversions
YoY, looking at the number of purchases made from organic traffic only.
As seen in…
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