
increase in organic conversions YoY
increase in organic traffic YoY
increase in ‘top 3 positions’ keyword reach
increase in organic non-branded clicks on SERPS YoY

SEO

Law

Queensland
About Barton Family Lawyers
If you are on the hunt for a family or divorce lawyer in Brisbane, look no further than Barton Family Lawyers, a well-respected and specialist Family & Divorce Law Firm with offices in Petrie, Aspley and Chermside.
Dedicated to helping you navigate through difficult issues, these Brisbane Family Lawyers will aim to achieve the fairest and most practical outcome for you and your family as quickly and cost-effectively as possible.
Challenges
In July 2020, the law firm reached out to Online Marketing Gurus wanting to increase the traffic and conversions monthly. Whilst Barton Family Lawyers focused on seeking justice for their clients, OMG focused on executing an SEO strategy to maximise the law firm’s organic visibility.
- Unutilised / Unoptimised metadata and headings
- Schema Markups not optimised
- Content on category pages was lacking value
- No implementation of goal tracking present to measure success
Our Approach
Upon conducting our onboarding process, our SEO Gurus discovered a low domain rating and a lack of referring domains for the site when compared to their closest competitors. To combat this, our intelligent Gurus implemented an SEO strategy that looked at technical SEO, link building and content to supercharge the Barton Family Lawyer brand.
Through our initial audit of the Barton Family Lawyers website, we identified several issues across the 3 key pillars of SEO that were affecting their organic results. With their medium-term key goals being to increase non-branded traffic by 20% MoM and to increase conversions by 20%, we developed an end-to-end SEO strategy according to the issues identified, which helped us drive some outstanding results. Our approach looked at the following:
- Optimisation of the brand’s Google My Business account
- Implementation of goal tracking to help build funnel
- Creation of keyword-rich and unique content on priority pages
- Hyperfocused keyword targeting strategy to compete sharpen organic visibility
Strategy & Execution
Outcomes
Within 12 months we saw massive keyword wins as a direct result of the site content and our link building strategy. Keyword reach in 12 months soared to new heights, with keywords in spots 1-3 increasing by 219% (from 21 to 67), with priority keywords such as ‘brisbane family lawyer position’ surging to p5 from p18 and ‘divorce lawyers brisbane northside’ catapulting to p1 from p13.
Within 12 months, we’ve seen positive results across the board in organic traffic goal completions. This included phone number clicks which saw a 2,578% increase in clicks (from 9 to 241), contact page submissions which saw a 2,550% increase in submissions (from 2 to 53) and booking page submissions which saw a 733% increase.
We also saw increases in non-branded clicks and impressions. Non-branded clicks increased by 70.3% whilst our non-branded impressions increased by 92%.