Aiello Harris Case Study

In this case study we look at how we helped the law firm Aiello Harris with a responsive website, a cohesive SEO content strategy, and a pay per click strategy for lead generation.

Creating a responsive site

In 2014 we started to work on the Aiello Harris website.

Originally the firm wanted to rank four different websites for different areas of law that they practiced.

We developed a responsive WordPress theme that met the firm’s requirements and changed the palette color to match the different areas of law.

We started with four different websites, but eventually, we combined all the themes into the main site, as it would be easier to rank the content on one site vs. four sites.

You can see each of the following practice areas uses a separate theme general practice, personal injury, criminal law and employment law.

Old non-responsive website

SEO Content Marketing

When we started to work with the firm there were 54 pages of content on the website, and about 30 – 50 posts of court case wins on a Google Blogger account.

Here is how we moved forward to help the firm dominate keyword rankings:

We added 240+ pages of copy to the website over 3 years.
When we started to work with the firm there were 54 pages of content on the website, and about 30-40 posts of court case wins on a Google Blogger account.
Page Hub index pages linked up to the new level by Geo.
Pages topically linked to the hub index page, and up to the state level topic page
We ensured that copy on similar topics of law for town vs county or state talked about different sub-topics

Keyword Ranking Increases

When I stopped working with the firm in 2016-2017, the content we had created and optimized had 3,200 rankings in Google!

To date, they have added some location pages and new attorney pages but have not added any copy targeting non-branded keywords.

Over time the keyword rankings have increased to 6,801 rankings in Google.

Here are some examples of 518 keyword rankings on Google’s first page today (many of which are on the state level):

Why are these keyword rankings important?

Most web copy on the internet does not increase in achieving rankings without updates.

Most websites require additional copy to be added, or for copy to be updated to stay even or ahead of the competition.

In this instance, we ensured that the copy was very comprehensive across related topics, and included question queries.

We also grouped together the pages by the Geo they were targeting in page hubs.

The pages and posts were also internally linked is a similar fashion to pillar-based marketing that we use in our SEO content marketing.

Decreasing cost per click
in pay-per-click advertising

When we started working with the firm, they needed to generate leads for the attorneys of the firm, specifically in the following areas of law.

When we started pay-per-click (PPC) advertising we were sending all of our traffic to the three pages for the areas of law.

Google uses a content quality score to rate the web pages you send PPC traffic to:

At the time, the average quality scores we had ranged between 3 – 4, which meant the costs of our bids were high.

The firm made the decision to not have separate landing pages for PPC.

This meant we would be using the same pages we were trying to rank in Google organically for our PPC campaigns,

We were developing large amounts of legal copy for each of these areas of law.

Increasing quality scores & decreasing PPC bid cost

We started to publish a large amount of website copy.

Example:

We published 40 pages of employment law copy and targeted PPC ads to specific pages by topic and keywords.

What happened next

We saw our page quality score change from an average of 3 – 4 to an average of 6 – 8.

This drove the bid prices of the keywords we were bidding on lower than what our competition was paying.

The sky is the limit when it comes to lead generation

If you found any insights from this case study we would love to talk to you on how our SEO coaching can help you to learn these techniques.