Our Strategy
Brown, LLC’s best clients are senior insiders, often a vice president or CFO, who suspect their company of defrauding Medicare or another government program. They research on their own before contacting a firm, and often land on government sites first. Brown, LLC needed those people to find its practice pages.
We rebuilt the keyword strategy around two entities: whistleblower attorneys and Medicare/Medicaid fraud. For each entity, we generated a list of semantically related topics, then ran a site crawl to see which pages already covered them. That gave each topic a clear home and showed us where we needed to create new content.
With that map in place, we focused on two priorities:
- Refresh the 13 pages closest to each entity, starting with the core practice pages.
- Strengthen the site’s structure and expertise signals around those pages.
After analyzing the site’s architecture, we recommended a top-level menu link to the Medicare and Medicaid fraud page, the firm’s most important practice area. We kept that page at its existing URL. Moving it would have meant a redirect, and the page was already ranking on page one and showing up in AI Overviews. The firm’s attorneys review every page for legal accuracy, so for its core practice pages we moved to detailed briefs the attorneys could draft from.
When the firm floated separate websites for individual cities, we suggested local pages on its main site instead, so every ranking signal grew in one place. Throughout the campaign, we also ran technical audits and an internal link review to keep the site healthy.
The Results
Between February and October 2026, organic form fills on Brown, LLC’s site rose 105%, from 501 to 1,026, compared with the nine months before. Organic contact requests rose 101%, from 1,502 to 3,022, and every month from April on beat the firm’s best month from the earlier period.
The firm’s top-three rankings more than doubled over the same months, from 130 to 282. Its top-10 rankings reached 806, well past the 500 to 550 we’d targeted for the full year. AI Overview citations on non-branded searches grew 2.5 times, from 38 to 96.
