Case Study schurmanlaw.com

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1 CLIENT THE CHALLENGE Seattle-based Criminal Attorney Eric Schurman was spending a large amount of money on traditional advertising, mostly via yellow page ads. His site ranked poorly and was receiving very little traffic from potential customers. Advertising options, both online and traditional, are extremely expensive and competitive for lawyers in metropolitan areas. In addition, schurmanlaw is a small operation with only a few employees. The client, Eric Schurman, wanted to outsource his internet marketing to a low-cost, high-value provider whom he could trust to handle all the day-to-day details and to spend his advertising dollars wisely. Search Engine Optimist s challenge was to use PPC and organic SEO to dramatically improve his organic and local search traffic, and therefore the number of inquiries from new customers, in a hyper-competitive market. P1

2 Case Study schurmanlaw.com STRATEGIES PPC (Pay Per Click) using Google Adwords, Call Tracking, industry-targeted linkbuilding, Google Maps Local Listing METHODOLOGY Search Engine Optimist identified a large group of valuable keywords, such as Seattle lawyer, dwi lawyer, domestic violence lawyer etc. Through close consultation with the client and his marketing manager, this list was further narrowed to the 30 highest-value keywords, Through an intensive campaign of linkbuilding from industryspecific, high-reputation websites and a parallel effort to register & gather reviews for schurmanlaw.com on more than 20 Internet Yellow Page listings, considerable improvement in search rankings was brought about. However, due to the hyper-competitive nature of the legal profession and the need for an immediate improvement in traffic and business for the client, an extensive PPC campaign was created, with over twenty ad groups targeting 350 of the most competitive search terms. (such as dui lawyer & competitor s brand names) Google Analytics keywords reporting and keyword rank tracking was used to accurately measure the effectiveness of the project and to adjust strategies accordingly. Telemetrics call tracking was used to ensure that the correct ratio of visitors to the site were actually calling the client and translating SEO efforts into positive ROI. As SEO efforts began to improve the site s organic ranks & traffic, PPC budget was reduced, to ensure the optimal stream of customers at the least cost to the client. P2

3 Case Study schurmanlaw.com RESULTS Search engine rankings were very low when the project was started. Schurmanlaw was not on the first page for any of the non-branded keywords (those without the firm s name in the keyword, in other words) and most were not even on the 2 nd or 3 rd page. The campaign brought considerable improvement in search engine rankings for selected keywords. For example, a Google search of keyword dwi lawyer Seattle brought the site from the 4 th page in June 2010 to placement in the local Maps 7-Pack as well as 1 st page organic results in August. New visitors to the site increased by 50% and non-branded search traffic (high-value searchers who are potential customers) increased 150%, and the client started jokingly complaining that he was receiving so many calls from customers that he would have to partner his law firm. Hi-value search traffic raised over 150% Major SEO and user-experience errors were corrected on the website Schurmanlaw.com overcame major competitors in the same vertical So much new business was created, that PPC spend had to be lowered UP 150% Hi-value Traffic UP 250% ROI ROI = 250% (measured by new revenue as a result of improved organic results, using call-tracking) Testimonial "I used to spend an incredible amount on yellow page ads. It always felt like wasted money, but seemed to be the only thing that worked. With Search Engine Optimist handling my SEO & PPC, I'm getting a great value and they deliver what they promise, which is to make my phone ring." -Eric Schurman, Attorney-at-Law P3

4 ANALYTICS Start of Campaign Fig 1: Google Local Maps Analytics P4

5 Google Maps Fig 2: Google Maps Local Listing Results P5

6 PPC Analytics Fig 3: PPC (Google Adwords) campaign data PPC Targeting Fig 4: PPC (Google Adwords) geo-targeting data P6

7 Case Study schurmanlaw.com Call Tracking Fig 5: Details from Call Tracking Software P7

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