SEO + Content Case Study

Hyper-Local Strategy Drives 66% Increase in Google Business Profile Interactions for Law Firm

Prioritizing local SEO in legal client’s own “backyard” led to increased organic visibility in Google’s Local Pack, higher clicks, and improved conversions in less than 4 months.

Results Highlights

  • 66%

    increase in total interactions with Google Business Profile (GBP)

  • 33%

    increase in Google Business Profile (GBP) clicks

The Client

Goldberg Law Group, a strategic legal representation in Illinois and Arizona backed by over 40 years of experience in healthcare law, professional licensing, medical staff disputes, family law, and cannabis law.

The Objective

Increase their visibility in local search rankings to tap into a hyperlocal audience, increase traffic, and conversions for geographic-based queries and searches.


Search Engine Optimization (SEO) Strategy

Prioritizing Local SEO

  •  

    The problem

  • Google’s Local Pack is one of the first things users see when they search for local businesses and services. We found that Goldberg Law struggled with consistent visibility in the Local Pack around their office in the Loop of downtown Chicago. We identified this lack of visibility as a missed opportunity to reach qualified clients in their area.

    Generally speaking, “owning your backyard” in local search can make or break a company’s local SEO strategy. This means businesses should strive to rank well for key terms around their physical locations as there’s an inherent location bias in user search results. The farther you move from a business’s physical location, the harder it is to rank in local listings.

  •  

    The solution

  • We prioritized improving Goldberg Law Group’s local landing pages with additional keywords and information unique to the hyperlocal audience we’d be targeting around their downtown location. This included adding new meta tags, on-page site copy, including fresh information about local landmarks and neighborhood-specific content, as well as maps with their address listed.

    We used the BrightLocal tool to monitor and benchmark their local rankings on a granular level — down to individual city blocks — before the updates were made so that we could compare the measured improvement to local visibility over time.

    As we continued to update the pages we checked BrightLocal to track their average local rankings in the geographic areas we targeted to point to the effectiveness of this hyper-local strategy.

  •  

    Why it matters

  • Appearing in local search can translate to big business. It can also lead to increases in clicks and conversions and contribute to a business’s overall visibility in search engine results pages for service-related keywords.

    By benchmarking and continuously monitoring rankings, we could track correlations between our on-site optimizations and interactions with their local past listing.



This graph captures the improvement in the average ranking in Google’s Local Pack for one of several keywords we targeted with specific content landing pages. Within three months of content creation, we monitored a 2x improvement in average keyword rankings in the area immediately surrounding Goldberg Law Group’s office in downtown Chicago.

Results

With this local strategy we were able to take Goldberg Law Group from minimal local visibility in the neighborhoods surrounding their downtown Chicago offices, to peak visibility. An important element of success was our ability to track and report back on the impact of the hyper-local landing pages in real time.

Not only did the improved Local Pack visibility help build brand awareness, it drove real leads and interactions with their Google Business Profile and local landing pages.

66%

increase in interactions with local listings.

In the months after the local landing page optimizations, we tracked a 66% increase in interactions with Goldberg Law Group’s Google Business Profile (GBP) appearing in the Local Pack.

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Lyndsey Maddox

Chief Executive Officer
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