Introduction
Client: Hickman Family Lawyers
Website: hickmanf****ylawyers.com.au
Industry: Legal Services
SEO Campaign Start Date: January 2023
Challenge Faced: Significant drop in traffic due to a Google algorithm update in February 2021
Starting Traffic: 260 visitors per month
Present Traffic: 685 visitors per month
Background and Challenge
In February 2021, Hickman Family Lawyers’ website experienced a drastic decline in organic traffic due to a Google algorithm update. This update targeted specific SEO factors that negatively impacted the website, causing it to lose its previously strong search engine visibility. Despite their efforts, by January 2023, their website traffic was only at 260 visitors per month. They needed a strategic SEO campaign to recover and enhance their online presence.
Objectives
- Identify and Rectify SEO Issues: Diagnose and address the factors causing the decline in search rankings.
- Restore Website Traffic: Recover lost traffic and surpass previous traffic levels.
- Enhance Business Outcomes: Increase traffic to generate more leads and boost business.
Strategy and Implementation
- Comprehensive SEO Audit:
- Conducted an in-depth analysis to identify the issues triggered by the Google update.
- Focused on both on-page and off-page SEO elements.
- Content and Keyword Optimization:
- Revised website content to align with updated SEO best practices.
- Improved keyword targeting to cater to more relevant and high-intent queries.
- Technical SEO Adjustments:
- Resolved technical issues like site speed, mobile responsiveness, and crawl errors.
- Ensured the website adhered to Google’s Webmaster Guidelines.
- Backlink Profile Clean-up:
- Analyzed and disavowed toxic or low-quality backlinks.
- Implemented a strategy for acquiring high-quality, relevant backlinks.
- User Experience (UX) Enhancement:
- Improved the website’s navigation and user interface.
- Ensured a better user experience to reduce bounce rates and increase engagement.
- Regular Monitoring and Adjustments:
- Closely monitored the website’s performance post-recovery.
- Made ongoing adjustments based on analytics and search engine updates.
Results
- Traffic Recovery and Growth:
- By July 2024, the website traffic had increased from 260 to 685 monthly visitors.
- Achieved steady and significant growth in organic traffic.
- Business Impact:
- The revitalized traffic flow significantly boosted lead generation.
- Hickman Family Lawyers experienced a notable increase in business inquiries and client engagement.
- Sustained SEO Health:
- Maintained improved search rankings due to ongoing SEO efforts.
- Established a resilient online presence against future algorithm updates.
Conclusion
The SEO recovery for Hickman Family Lawyers stands as a testament to the importance of adaptable and resilient SEO strategies in the face of search engine updates. The comprehensive approach to identifying issues, rectifying them, and continuous monitoring led to a successful turnaround. This case study demonstrates the critical role of SEO in recovering lost online visibility and driving tangible business growth.
