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.
