Project Overview

Located in the Atlanta area, the Law Firm of Shein & Brandenburg, Federal Criminal Law Center, focuses on providing unparalleled legal service related to a wide range of state and federal criminal defense issues.

The Problem

This client came to us because they had a poor experience with a previous SEO agency. After completing our preliminary audits, we identified that their previous firm built spammy backlinks that were harming their rankings. It was also evident that they were keyword-stuffing content that provided no real value to the end-user.

The site architecture was a mess and provided an unintuitive user experience. Locating relevant information required far too many clicks, the result of which was reflected in the bounce rates. Conversions were dropping at an alarming rate, and that was evident in their dropped rankings.

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Digital Marketing Strategy For
Criminal Defense Attorneys

Our Solution

After identifying their issues and analyzing the current state of the website build, we determined a redesign and complete overhaul of the site architecture was necessary.  Their previous website was built with older coding standards, was not entirely responsive for all devices, and would have required more effort to improve what was there rather than starting from scratch.

The Federal Criminal Law Center is an excellent example of how you can still bounce back after "blackhat methods" were implemented by an inadequate SEO agency.  Take a look at some additional KPI's that increased in 2018 vs. 2017.

908

Conversions

+105%

Organic Traffic

+76%

Goal Completions

+99%

News Visitors in 2018

285

Phone Calls Generated

Site Architecture

We performed keyword research for every service that the firm provided.  From this research, we learned that there was significant search volume for both case-type-related queries (like "drug crimes attorney") as well as court-related terms (like "federal appeals attorney).  Based on these results, we chose to develop a site architecture that included both phrasings to capitalize on the various ways people were searching.  We created hierarchies for appeals, indictments, pre-trial, sentencing, post-conviction and trials at the state and federal levels (i.e., Appeals >> Federal Appeals >> Georgia (state) Appeals).

We also created unique pages for each type of crime their attorneys specialized in.

We implemented 301 redirects for all of the old links and directed them to their replacements.  This process ensured that we didn't lose any page rank that the former URLs accrued over time.

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We also created unique pages for each type of crime their attorneys specialized in.

We implemented 301 redirects for all of the old links and directed them to their replacements.  This process ensured that we didn't lose any page rank that the former URLs accrued over time.

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Content Overhaul

We developed new content for every existing page on the website.  The content was thoughtfully created to give users an understanding of the overall process and answer common questions associated with the topic that they searched. In addition, we created an inner-linking structure within this content that included diversified anchor text to provide the search engines with a greater understanding of what phrases we should be ranking for.

We then began crafting supplemental blog articles (backed by keyword-search targeting long-tail keywords) that linked to these main pages.  These articles served to expand the number of search queries we were ranking for, as well as build authority for our main services pages.

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Google AdWords

We initially launched the AdWords campaign to immediately drive high-quality traffic while gaining momentum with the SEO campaign.  We generated both a national campaign for federal offenses and a local campaign for state offenses. To deter irrelevant traffic, we targeted only the districts in which she was a member. This targeting parameter helped optimize our efforts and spend budget.

In the first month of running the campaign, we achieved a 25.37% conversion rate on the local campaign and an 8.82% conversion rate on the federal campaign resulting in 32 high-quality leads.  From that point, our results only improved and the campaign became so productive, we opted to keep it running even after ranking for our most sought-after keywords through SEO efforts.

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On-Going SEO

We continue to generate high-quality content around long-tail search queries that continuously increased the number of keywords that the website ranks for.  We also began a link building campaign targeting relevant 3rd-party sites, local directories, and criminal defense attorney directories.

Take a look at the year-over-year traffic:

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