Snapshot
- Role: Web strategy and SEO consultant (local SEO, content structure, performance hygiene, conversion fundamentals)
- Client: Law firm (confidential)
- Primary outcomes: higher Google visibility for priority searches, clearer service discovery, stronger inquiry flow
- Deliverables: local SEO optimization plan, service-page architecture, internal linking map, page experience fixes, measurement and iteration cadence
Best for
- Best for: Web Strategy and Growth
Organization disclosure
Client name and some artifacts are not shared publicly. Screenshots and proof are provided in anonymized form. Deeper documentation available on request.
Context
For local-intent searches, Google explains that local results are mainly based on relevance, distance, and prominence. Improving clarity and completeness of your business and content helps Google match you to the right searches.
The problem
The firm had strong real-world capability, but its digital presence did not consistently translate into discoverability and qualified inquiries. Key issues included:
- local presence and service information were not fully optimized for how prospects search
- service pages did not clearly match search intent or guide visitors to the next step
- internal linking was weak, reducing topical clarity and discovery of important pages
- page experience friction reduced engagement and conversion
Goals
- Improve local visibility for priority “service + location” queries
- Make services easier to understand and easier to find
- Strengthen crawlability and topical clarity through internal linking
- Reduce friction and improve inquiry conversion paths
- Establish measurement and iteration
What I did
1) Optimized the Google Business Profile for local intent
- Completed and refined core profile fields to improve local relevance signals (categories, services, descriptions, hours, and other details).
2) Rebuilt service-page architecture (intent-matched content)
- Created and restructured service pages around how prospective clients actually search
- Clarified scope, expectations, and “what happens next” on each page
- Made the contact path consistent across key pages (call, form, consultation CTA)
3) Strengthened internal linking and anchor text
- Built a simple internal linking map so core service pages were supported by related pages and navigation paths
- Improved anchor text so links communicate meaning to users and search engines
4) Improved page experience and performance hygiene
- Reduced page experience friction and addressed Core Web Vitals issues where relevant
- Focused on improving real user experience signals, not just “scores”
5) Conversion fundamentals
- Tightened page layout and calls-to-action so visitors could act quickly
- Reduced ambiguity by making location and services clear on high-intent pages
6) Measurement and iteration
- Used a lightweight cadence with Search Console and analytics to track which queries and pages improved and where users dropped off (then iterated).
Results (high level)
- The firm began ranking high on Google for priority searches and improved local visibility by aligning Business Profile completeness and service content to local ranking principles.
- Improved crawlability and topical clarity through better internal linking and anchor text.
- Improved user experience and reduced friction by addressing page experience and Core Web Vitals where needed.
Proof (anonymized)
- Google Search Console snapshots (queries and pages) showing lift over time
- One anonymized SERP example for a priority query (client name removed)
- Internal linking map or before/after service page structure
- Page experience improvements summary (high level)
Skills demonstrated
Local SEO, Google Business Profile optimization, service-page strategy, internal linking, technical SEO hygiene, page experience optimization, conversion fundamentals, measurement and iteration.
Related engagement (separate case study)
This same client engagement also included Microsoft 365 infrastructure setup and staff enablement. I keep that as a separate case study because it is primarily a Digital Adoption and Enablement story (governance, rollout, training, and adoption planning). Microsoft provides a structured adoption approach for Microsoft 365 rollouts.