The Challenge
The pandemic-related lockdown was threatening job security at CunninghamLegal and they hoped an aggressive SEO strategy could help them improve conversion rates to support their staff.
The Solution
Victorious identified opportunities for technical SEO improvement, while utilizing keyword research and link-building strategies to boost rankings and drive high quality traffic.
The Results
CunninghamLegal saw a 350% increase in organic traffic, which boosted revenue and allowed them to reestablish job security for their hard working staff.
Estate planning can be complicated and businesses like CunninghamLegal are there to help people navigate the process. However, when COVID-19 hit the scene, Cunningham found themselves quickly pulled into a pandemic-induced spiral. With jobs on the line and stress levels high, they turned to SEO to guide them back to calmer waters.
What Happens When You Optimize Every Opportunity?
With a clear understanding of what was at stake, Victorious set about crafting a strategy that could make a bottom-line difference for CunninghamLegal.
Getting technical SEO on track with an SEO audit was critical to identifying any unforeseen barriers to ranking. We knew every dollar in the campaign budget needed to be leveraged for high-impact activities that would increase the law firm’s search visibility as quickly as possible.
From there, we focused our strategy on revenue generation, centering keyword research on semantically-related themes of commercially viable keywords that would increase high quality traffic to CunninghamLegal’s highest-converting pages.
Our creative link-building process also worked at scale to procure authoritative, thematically-relevant links from strong referring domains, using exact anchor phrases to target relevant pages according to our core keyword strategy.
Finally, an agile content collaboration was the linchpin of Cunningham’s SEO success, creating the right conditions for Victorious to respond quickly and capture anticipated search demand generated by new California legislation with significant estate planning implications.
“After the California state lockdown, our firm was losing $100,000 a month. It looks like we’ve turned the ship around, in large part due to the team at Victorious. My staff of 28, their spouses, and children will be forever grateful for your work and expertise.”
Jim Cunningham – Founder & CEO
The Results
1. A 350% increase in organic traffic (YoY).
Organic traffic was up 350% — surpassing the campaign’s goals by almost double.
2. A 354% increase in page one keywords.
With an additional 195 keywords ranking in the top 10 of Google SERPs, overall keyword growth on page one more than tripled in just seven months.
3. 485 organic website leads from one piece of content.
Content created to capture interest in California’s changing estate laws generated nearly 500 leads, with referrals pouring in from other law firms as CunninghamLegal was quickly recognized as an expert in navigating the new law’s impacts on property taxes.
The Power of Partnership
CunninghamLegal’s success story illustrates what’s possible in a partnership that’s tirelessly focused on what matters most. Our working relationship with CunninghamLegal continues to grow and develop as we work with them on business objectives that are now set on thriving instead of barely surviving.
