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Case Study: S-Team Law

S-Team Law

S-team Law is a young and dynamic law firm located on the prestigious Avenue Louise in Brussels, Belgium. They wanted to improve Google Organic Search traffic to their website and, in-turn, enhance lead generation.

The Challenge

S-team had a modern WordPress website and posted articles regularly. Yet, despite this, they weren’t getting a lot of Organic traffic. This meant they weren’t getting leads and they wanted my advice on how to improve the situation. 

The Solution

As with all new clients, I performed an SEO audit of their website to help identify why they were not getting traffic. I immediately noticed some serious technical SEO issues which were more-thank-likely hindering the site’s visibility in Search Engines. 

The agency who had developed the website had used an off-the-shelf WordPress theme, which they modified to S-Team’s requirements. This is normal practice, and though the agency did a good job aesthetically, SEO was clearly not on their agenda. 

The site was suffering from a plethora of SEO issues, including:

  • None of the pages had Meta tags
  • ‘H1’ headings were often not present
  • Site structure was not illogical and not user-friendly
  • Videos and Images were much larger than they needed to be, slowing down the site
  • There was no caching plugin, again affecting site loading speed
  • URLs were poorly formed, they were often unrelated to the post or category and used underscores instead of hyphens

Google punishes websites for the above issues, moving them down in rankings and serving competitors instead. It is therefore vitally important that before you work on perfecting your content, you must ensure you are working from the solid foundation of a technically healthy and well-structured website. 

I fixed the technical issues and helped S-Team to add Meta tags, titles and restructure the website. 

“Aidan McNally is an excellent professional and a little genius in SEO optimization: highly recommended without hesitation! Expertise, responsiveness, kindness, and excellent value for money”

Jonathan Toro | Partner, S-Team Law

The Result

In less than one year, Organic Search Traffic had increased by +450% (from 198 to 1,090 clicks per month) and impressions by 399% (from 3,880 to 16,700). The Average Position in Google Search rose by 42% (from 26.8 to 15.6). 

The site was now ranking for 18 keywords in position 1, compared to only 1 before, and 130 keywords in position 2, compared to only 5 previously.

In addition, the quality of the keywords were much better; Before my fixes the website had been mainly ranking for branded queries (i.e. queries including the name of the company). It was now ranking for keywords related to the company’s services and article topics.

Further Recommendations

I have since worked with S-Team on a content strategy. Many of the articles they had published in the past were on topics that were not very popular in terms of SEO – i.e. there wasn’t a big enough audience for the content. 

Through Keyword and Competitor Research I have identified topics and Content that their potential customers are actually searching for, and advised S-Team to create articles around these topics. 

With these insights, S-Team is now more sure that when they set out to write an article, their efforts will pay off because they know the topics are relevant. 

Would you like to improve your Search Engine Rankings?

Whether you’re a small startup or an established business, I provide reliable, high-quality web development and digital marketing services tailored to your needs. 

No matter the size of your project or the services you require, you can count on me for expert solutions that are both effective and affordable. Let’s work together to grow your business – get in touch today!