A Strategy for Unanticipated Periods of Low Demand: Spencer & Johnson, PLLC

Industry

Services

Content Development Local SEO Paid Search SEO Social Web Development

Dallas-based Spencer and Johnson, PLLC is a firm focused on probate-related cases. The COVID-19 pandemic presented problems for many businesses, and law firms were no exception. Our goal was to counteract the drop in demand for legal services by increasing visibility in search.

Background

Client’s SEO Challenges

Shortly after the COVID-19 virus became a pandemic, businesses faced lockdowns, quarantines and then limitations on the number of staff they could maintain in their offices, among other restrictions. As people stayed home, the demand for legal services decreased dramatically, and many firms struggled to stay afloat.

Strategy

Our SEO team developed a competitive growth strategy that involved:

Improving site performance
On-page SEO
Reputation management
Content creation and marketing
A backlink strategy with citations and link outreach

Results

40%

Increase in Google search prior to the pandemic

Improved traffic and leads from Google search despite a sharp decline in demand

First, let’s compare new site users (not repeat users) from organic search (SEO) over the past year (blue line) vs. the prior year (orange line). Note that we had increased the number of site users from Google search by more than 40% in the year prior to the pandemic, then note the circled dip in February/March 2020 with the beginning of COVID-19 and quarantines. You can see how remarkably they recovered over the next year despite the pandemic, and have continued to make great progress to date.

74%

Increase in new user traffic

The increase in users from Google search was not a result of brand awareness or other “natural causes”

The client’s direct traffic (mostly visitors for the same period from directly typing in their website URL in a browser, visits through email), remained steady during the pandemic (blue line):