Scoring high in the SERPs for a local personal injury law firm.

A car crash is one of the most stressful things that can happen in life. Especially if you have to deal with an injury and insurance companies. And just imagine: there are nearly 1000 collisions every single day in BC, with too many causing serious injury.

If you need to find a lawyer, where do you turn? Not Twitter, not Instagram, nor the phone book. It’s off to Google!

The Problem

Slater Vecchio is one of BC’s leading law firms for personal injury cases, helping accident victims get the medical services they need, and fighting for your rights against insurance companies. But the firm didn’t understand content marketing, SEO, or how digital really worked. They thought: “if you blog, they will come.” Fair enough. Except, they blogged about the wrong things, ranked poorly, and got all the wrong traffic from all the wrong places.

The Solution

We needed to fix this. It began with the research and a deep dive into eight years of data from past blogs and content. Then, the research moved to searcher intent to determine the keywords and long-tail phrases being searched in British Columbia. OK, we’ll create blog content that addresses those searches and put a little promo punch behind in. And finally, let’s set an impossible goal: create six landing pages featuring high-value targeted content for the most important searches and try to get a few featured snippets.

The Result

The goal was set: rise in the SERPS and aim for a featured snippet or two, hopefully within 12 to 18 months. And we’ll follow the advice from Moz, the best practices from Google, and the research results from SEMrush. Fingers crossed!

Within six weeks of publishing the six key content pages, something amazing happened. We got three snippets! And they drove more traffic to the firm’s website in that short period of time than three years of social media promotion. Go where the blueberries are (ask me about that one), and you’ll get your pie.

Slater Vecchio also went up in the SERPs, ranking in the top three in nearly every significant category, keyword, and long-tail search across the entire landscape. And with over 50 law firms competing for that space, that’s an important win for SEO.