Airdrielawyer is a leading law provider of professional services in Canada. Client’s initial goal was to develop a user-friendly & attractive UI/UX for their website to increase revenue for the business.

The main goal of Airdrielawyer was to reach the maximum number of customers at the right time to increase the business’s profitability. Functions of the lawyer’s site include lawyer services, giving them free consultations, and also gaining the trust of the customers.


The results include an +1,262.20% increase in website traffic and first page rankings in Google’s search results. Keyword rankings include competitive phrases like “Injury Lawyer Airdrie” and “Airdrie Lawyer.” Through link building, article writing and onsite optimization, the firm has generated significant visibility in its local market.
Increase in website traffic
Top 3 keyword rankings
Increase in new website traffic

SEO Case Study: How We Increased Organic Search Traffic 1,343.89% in Just 1 Year is a Canadian law firm dedicated to providing personal injury lawyer services.

As I am an expert in SEO and web development, one year ago, they collaborated with me to transform digitally via SEO and web development. And the main goal was to increase the website traffic with WHITE HAT SEO strategies.

Now, let’s fast forward to the moment of truth, where numbers tell the tale of triumph. Through meticulous planning along with my team, we devised a comprehensive SEO strategy.

Via our strategy, the lawyer service has seen a staggering 1343.89% surge in organic search traffic within the timeframe of May 1, 2022 – Apr 30, 2023 to May 1, 2021 – Apr 30, 2022. Yes, you read that correctly!

But how did we achieve such extraordinary results?

Keep reading this SEO related case study ( to uncover the project’s ambitious goals, delve into carefully crafted strategies, and how that eventually improves their organic traffic.

Goal & Challenge

In the fast-paced world of digital business, establishing a robust online process is crucial to success and growth. However, without clear goals, and an understanding of the challenges at hand, progress is impossible.

With this in mind, we prepared to overcome the challenges. So, we carefully defined our goals to address the key areas for improvement.

Three Critical Milestones to Attain for The Website Success

We had several goals for this lawyer service in Airdrie:

  1. Increase Traffic: We aimed to drive more visitors to the website, expanding their audience and potential customer base.
  2. Enhance Search Engine Visibility: Recognizing the significance of search engines, especially Google, we sought to improve the website’s ranking and visibility, ensuring the content reached a wider audience.
  3. Attractive UI/UX Website Structure and Design: We recognized the importance of delivering an exceptional user experience. To achieve this, we set out to revamp their website’s structure and design, making it:
  • Visually appealing
  • Intuitive
  • & User-friendly

Addressing Two Main Issues

The two prominent issues were:

  1. Inadequate SEO Optimization and User-Friendliness: The lawyer website lacked the necessary optimization for search engines, making it difficult for potential visitors to find them. Additionally, the user experience fell short of expectations, hampering engagement and conversion rates.
  2. Low Traffic: The lawyer’s site struggled to attract a significant number of visitors, limiting its reach and potential impact.

In the subsequent sections, we will tell you about the strategies we employed to address these challenges head-on. By sharing our experiences, we hope to shed light on the importance of SEO optimization, user-friendly design, and effective traffic generation in the ever-evolving digital landscape.

Creating a Unified Roadmap: Design, SEO, Content

In this project of establishing a strong online presence and driving business growth for the lawyer website, we carefully created a journey of website enhancement.

Get an overview of the key components of our roadmap, outlining the crucial steps we took to optimize the website and achieve the goals.

Website Design & Development

The first priority in our roadmap was improving the overall design of the website.

This encompassed enhancing the user interface (UI) and user experience (UX), ensuring a visually appealing and intuitive website for visitors.

Keyword Research

To enhance search engine visibility and attract relevant traffic, we carried out thorough keyword research.

This involved identifying target keywords and phrases that aligned with the lawyer service’s offerings and their audiences’ search behavior.

Competitor Analysis

Gaining insights into the competition played a vital role in formulating an effective online strategy.

By conducting a thorough analysis of competing lawyer services, we scrutinized their:

  • Digital presence
  • SEO strategies
  • & Content approaches

This enabled us to pinpoint areas of opportunity and establish a competitive advantage.

Content Strategy

Another pivotal aspect that contributed to engaging and educating the intended audience was our carefully crafted content strategy.

We formulated a strategy for creating high-quality, informative, and optimized content that would resonate with both search engines and website visitors.

Onsite SEO Audit

Next, by conducting a mindful SEO audit, we were able to uncover and resolve technical issues and boost website performance. Also, we optimized critical elements like:

  • Meta tags
  • Headings
  • & URLs

This essential step significantly contributed to improving search engine visibility and ranking.

Site Structure

By implementing a well-structured and coherent site architecture, we not only enhance the overall user experience but also facilitate seamless crawling and indexing by search engines.

Our optimization efforts focused on refining the site’s structure, navigation, and internal linking, resulting in a streamlined user flow and improved efficiency in search engine indexing.

Link Building

Building a strong and authoritative backlink profile was critical for improving search engine rankings and generating referral traffic for the lawyer site.

We implemented a targeted link-building strategy that involved acquiring high-quality and relevant backlinks from reputable sources.

By implementing this roadmap, we laid the foundation to improve the website’s performance across various metrics.

In the next part of this discussion, we will further tell you how we generated a great number of traffic for the lawyer service. 

Unlocking Success: Steps to Optimize the Lawyer Website

Through the identification of performance bottlenecks and areas for improvement, we executed optimization strategies to enhance page speed and user experience.

Below you will find our working steps to optimize the lawyer website for better visibility, user experience, and engagement.

Each step here played an important role in boosting the website’s performance, attracting relevant traffic, and establishing the lawyer website as a reputable and authoritative online presence.

Step 1: Website Development

The initial step in our working process involved website development. So, we focused on creating a functional, visually appealing, and user-friendly website for the lawyer service.

To do this, we designed an intuitive navigation structure, optimizing the layout for easy access to information. Through this, we ensured compatibility of the lawyer site across different devices and browsers.

Step 2: Build a Healthy Website Structure

A well-structured website is crucial for user experience and search engine optimization. That’s why we paid attention to organizing the website’s pages, sections, and categories in a logical manner.

This facilitated smooth navigation for visitors and made it easier for Google to crawl and index the content effectively.

Step 3: Technical SEO & Content Audit

We conducted an extensive technical SEO audit to identify and rectify any underlying technical issues that could affect website performance.

Therefore, we optimized meta tags, headings, URLs, and other HTML elements to improve search engine visibility and ranking.

Additionally, we performed a content audit to assess the quality, relevance, and optimization of the existing content.

Step 4: Page Speed Optimization

The loading speed of a website has a significant impact on user satisfaction and engagement.

Conversely, slow-loading pages can lead to higher bounce rates, decreased conversions, and negative user experiences.

Besides, this is important for you to know that search engines like Google also consider page speed as a ranking factor. Moreover, it can affect the visibility and organic traffic of a website.

So, our page speed optimization involves a series of techniques and strategies aimed at improving the loading time of the web pages of the lawyer site.


Caching involves storing a static version of a web page on the server or user’s device, allowing subsequent visits to load the page more quickly.

We implemented caching techniques such as:

  • Browser Caching: Browser caching enables the temporary storage of static resources (e.g., CSS, JavaScript, images) on the user’s device, reducing the need to re-download them.
  • Server-side caching: Server-side caching involves generating and storing static HTML versions of dynamic web pages, serving them to users instead of processing the dynamic content for each request.
  • Content delivery network (CDN) caching:  CDN caching leverages a network of servers worldwide to deliver cached content from the server closest to the user, reducing latency and improving page load times.

File Optimization

Optimizing files, such as HTML, CSS, JavaScript, and images, helps reduce their size and improve loading speed.

So, we minified and compressed these files to eliminate unnecessary characters, whitespace, and comments, reducing their overall size.

This particular process of minification reduced the file size by removing unnecessary code without affecting functionality.

Media Compression

Images and other media files can significantly impact page load times due to their large sizes. Thus, we employed various techniques to compress media files without compromising quality.


Preloading involves fetching resources in advance, such as CSS, JavaScript, and fonts, while the user is interacting with the current page.

By preloading critical resources, we minimized the latency between requesting and retrieving the necessary files for subsequent pages.

Note that page speed optimization is an ongoing process. Hence, we regularly assessed the website’s loading speed using tools to monitor and analyze the website’s performance.

Step 5: Keyword Research

We conducted keyword research to identify relevant and high-value keywords and phrases that aligned with the lawyer service’s offerings and the target audience’s search intent.

Also, this step helped with the content creation plan and optimization strategies. As a result, you can ensure that the keyword is right to attract organic traffic. 

Step 6: Competitor Analysis

We analyzed competitors in the legal industry and gained valuable insights into their digital strategies, SEO tactics, and content approaches.

This allowed us to identify areas of opportunity, discover content gaps, and develop a competitive advantage for the lawyer service.

Step 7: Content Strategy

A well-defined content strategy was necessary for the website for engaging the target audience and establishing thought leadership in the legal domain.

Therefore, we developed a content plan that aligned with current trends.

Along with that, we addressed frequently asked questions and provided valuable insights to potential clients. This strategy aimed to position the lawyer service as an authoritative and trusted resource.

Step 8: Publish Best-Value Content for the Current Trends & Business News

To stay relevant and attract visitors, we focused on publishing high-value content that addressed current trends, news, and legal updates.

By staying on top of industry and providing timely and insightful content, we aimed to engage the audience. Ultimately, we established the lawyer website as a reliable source of information.

Step 9: Internal Linking

Internal linking played a vital role in enhancing website navigation, user experience, and SEO. 

With a strategic approach, we established relevant interconnections between pages and content within the website, thereby improving the smooth flow of information.

This not only benefited users by facilitating easier navigation but also assisted search engines in comprehending the structure and hierarchical organization of the website’s content.

Step 10: Link Building & Social Sharing

To further increase the lawyer website’s authority and visibility, we implemented link-building strategies.

This involved acquiring high-quality backlinks from reputable sources, such as legal directories, industry publications, and relevant websites.

Additionally, we encouraged social sharing of their content to expand their reach and drive referral traffic.

By following these working steps, we optimized the lawyer website and improved its structure, technical aspects, content relevance, and visibility.

These make a lawyer website that attracts qualified traffic, engages potential clients and positions the law firm as a trusted authority in the legal field.

Unveiling the Outcomes: Website Development and Optimization for the Airdrie Lawyer Service

Up to this point, we have shared the details of our efforts in optimizing the lawyer site to enhance user-friendliness and drive traffic.

Now, let’s delve into the tangible outcomes that have been achieved following the implementation of the aforementioned web development and SEO strategies.

1. Remarkable Increase in Organic Traffic

Firstly, take a look at the Google Analytics report below, illustrating a significant surge in organic traffic over the course of a year.

Remarkable Increase

As Google Analytics illustrated in the graph, the organic traffic of the website remained notably low from May 1, 2021, to April 30, 2022.

However, after Airdrie Lawyer enlisted my services, a noticeable and steady rise in organic traffic occurred between May 2022 and April 29, 2023.

And I am happy to tell you that this resulted in a remarkable surge of 1,343.89% in organic traffic over the span of these two distinct time periods.

2. Outstanding Visibility in Local Keyword Search

Outstanding Visibility in Local Keyword Search

As you are aware, Search Engine Optimization (SEO) plays a pivotal role in boosting organic traffic. Let’s continue on that note!

As depicted in the image above, our diligent efforts led to the “Airdrie Lawyer Services” appearing at the top of the SERPs when using keywords like “Injury Lawyer Airdrie.”

Attaining visibility in local searches was made possible through the effective implementation of SEO tactics. We successfully ensured the lawyer website situated in Airdrie, Canada became prominently featured in relevant local search results.

3. Dominating Visibility in Google Local 3-Pack Results

Dominating Visibility in Google Local 3-Pack Results

In addition to guaranteeing visibility in local keyword searches, we also secured the top position in the Google 3-Pack Local Search for the lawyer service.

Take a look at the captivating image above, showcasing the impressive outcome.

When searching for keywords like “Airdrie lawyer,” the lawyer website we worked on claimed the top spot in the local 3-pack search results.

When searching with keywords like “Airdrie lawyer,” the website of our Airdrie lawyer-client proudly takes the lead in the local 3-pack search results.

This achievement exemplifies our fruitful SEO strategy, web development, and unwavering commitment to consistently deliver outstanding outcomes.

Final Remarks: SEO-Related Case Study (, a Canadian law firm specializing in personal injury lawyer services, achieved remarkable results through a strategic digital transformation journey created by us.

Collaborating with us, the firm successfully increased organic search traffic by an astounding 1343.89% compared to the previous year.

The objectives focused on expanding the website’s audience, enhancing search engine visibility, and delivering an exceptional user experience.

Through impactful planning and execution, we employed a wide range of strategies including SEO optimization, user-friendly design, and traffic generation tactics.

As a result, the optimized website experienced significant improvements in performance and engagement, showcasing the effectiveness of our implemented strategies.

Also,’s success highlights the importance of SEO, user-friendly design, and effective traffic generation in the digital landscape. 

With a strong online presence and a reputation as a trusted authority, is well-positioned to attract qualified traffic and engage potential clients, setting a benchmark for success in the legal industry and beyond.


To gain further insights into achieving SEO success, explore the following inquiries.

How Do You Address the Issues of Inadequate SEO Optimization and User-Friendliness?

To address inadequate SEO optimization and user-friendliness, we conduct a thorough SEO audit, optimize meta tags, headings, and URLs. Additionally, we improve your website’s structure, navigation, and internal linking to enhance user experience and search engine visibility.

What Strategies Do You Use to Increase Traffic and Enhance Search Engine Visibility?

We employ various strategies to increase traffic and enhance search engine visibility. These include keyword research to target relevant keywords, competitor analysis to identify opportunities, content strategy for high-quality and optimized content creation, and link building from reputable sources to improve rankings and generate referral traffic for your website.

How Do You Improve the Website’s UI/UX Design and User Experience?

To improve your website’s UI/UX design and user experience, we focus on creating a visually appealing and intuitive website. We enhance the navigation structure, ensure compatibility across devices, optimize page speed, and implement features like caching and media compression. These efforts result in a user-friendly website that engages visitors.

What Is the Approach to Keyword Research and Competitor Analysis?

Our approach to keyword research involves identifying relevant and high-value keywords aligned with your target audience’s search intent. We analyze competitors in the industry to gain insights into their digital strategies, SEO tactics, and content approaches. This helps us identify content gaps, develop a competitive advantage, and create a comprehensive keyword and content strategy.

How Does Your Website Achieve Top Visibility in Local Keyword Searches?

We help you achieve top visibility in local keyword searches through effective SEO tactics. By optimizing the website for location-specific keywords and implementing local SEO strategies, we ensure that the website appears prominently in relevant local search results. This includes optimizing: Google My Business listing, acquiring local citations, and targeting location-based keywords in your content.

What Are the Key Factors Contributing to the Success of the SEO and Web Development Journey?

The key factors contributing to the success of the SEO and web development journey include meticulous planning, comprehensive strategies, and continuous optimization. Our focus on addressing issues, conducting thorough research, creating high-quality content, and improving user experience plays a vital role. Additionally, our expertise in SEO optimization, user-friendly design, and effective traffic generation contribute to the overall success of a project.



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