Industry
Criminal Defense / DWI Law
Location: United States
The Challenge
This criminal defense law firm operates in one of the most competitive SEO niches in the legal industry. At the start of the campaign, the website faced several constraints:
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Limited organic visibility in search results
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Modest impressions and low-to-average keyword rankings
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Inconsistent click volume
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No Google Business Profile reviews and minimal local engagement
Importantly, there was no reliance on paid advertising, local reviews, or Google Business Profile engagement. The challenge was to generate measurable growth purely through organic search, in a space where many competitors depend heavily on ads and local reputation signals.
The Strategy
The strategy focused exclusively on long-term, sustainable SEO growth. Since local signals were not part of the equation, the campaign prioritized strengthening the website’s overall search presence through:
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Expanded keyword coverage across relevant criminal defense and DWI search terms
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Improved ranking distribution to move keywords closer to page one
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Consistent impression growth to build long-term visibility
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A focus on improving average position, rather than chasing short-term click spikes
The goal was to establish a strong organic foundation that would continue compounding over time.
Execution
To achieve this, the following actions were implemented:
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Expanded organic keyword visibility across high-intent legal queries
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Improved site structure to support better crawl efficiency and indexing
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Optimized content alignment to increase relevance across multiple search terms
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Strengthened internal SEO signals to support ranking improvements
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Closely monitored progress using Google Search Console performance data
All results were driven exclusively by organic search performance, with no contribution from paid ads, reviews, or Google Business Profile engagement.
Results: 
Organic Search Metrics
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Total Clicks: Increased from 284 to 399 (+40%)
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Total Impressions: Increased from 59,000 to 107,000 (+81%)
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Average Position: Improved from 48.6 to 33.8 (30% ranking improvement)
These gains reflect substantial growth in keyword visibility and stronger positioning across search results, even within a crowded legal market.