Personal injury is the most contested legal category in Canadian search. The firm had lost positions it once held for its core Toronto terms, and with them the flow of new case files. It needed to recover visibility for competitive keywords across the country, stand out in a saturated market and, most importantly, turn that visibility back into signed cases.
01 Overview
One of the country’s larger personal injury firms had watched its rankings slide over a year in a market where every position on page one is contested by firms with large budgets. The work rebuilt the site’s search foundation and ran paid search with discipline until the organic positions returned.
02 The challenge
A page one firm that had slipped off page one.
03 The work
Rebuild the foundation, then compete on every term that matters.
Keyword research and competitor analysis, including competitors’ paid campaigns, set the priorities. A full site audit led to on page optimization across the site, new content for the highest value terms, a proper sitemap, conversion points on every page, prominent phone numbers, thank you pages, mobile optimization and call tracking so phone leads were measured. Paid search ran in parallel with manual bid management, A/B tested ads, negative keyword control and landing page copy matched to each campaign.
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01 / Focus
Site and content
Audit, on page optimization, new content for target terms, sitemap and mobile.
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02 / Focus
Conversion
Calls to action, prominent phone numbers, thank you pages and call tracking across channels.
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03 / Focus
Paid search
Manual bid monitoring, A/B testing, negative keywords and landing page alignment.
Your next move
Where is your path from search to decision losing momentum?
Bring us the challenge behind the numbers. We will start by understanding the business problem.
04 Measurement
Positions, traffic, calls and reviews.
Progress was tracked on ranking positions for the firm’s core terms, total traffic, tracked leads and phone calls, and the volume of client reviews, which feed local visibility.
Page one
for “Toronto personal injury lawyer”, “Toronto personal injury law firms” and “law firms in Toronto”Engagement. Google organic positions on page one for the listed terms.
200%
growth in web traffic, leads and phone callsEngagement. Sessions, tracked leads and tracked calls versus baseline.
100%
increase in client reviewsEngagement. Review count on the firm’s Google Business Profiles.
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