The client is an Immigration Law firm in London which provides services for various UK work and business visa applications, refusals, and British citizenship.
While the law firm received some search traffic, most of their work came from word of mouth and heavy reliance on Paid Media. The business had previously engaged an external SEO agency with poor SEO practices, which caused a significant lost in keyword rankings in June 2020.
They faced stiff competition in search rankings, limiting their ability to reach customers actively searching for an immigration lawyer to assist with their UK visa application.
+300%
in organic traffic
347K
revenue generated by SEO
+43%
in leads generated
The Approach
It was clear from the start that the business needed a full-scale SEO overhaul for substantial growth.
SEO Audit
To lay the foundation for growth, I conducted a comprehensive SEO audit (across their content, technical aspects, and off-page) to identify the underlying issues. Some of the issues uncovered:
- Poor performance on page speed and did not pass Core Web Vitals.
- A content syndication site (lexology.com) was selected over the company website for rankings, reducing visibility in Google Search and News.
- Content cannibalisation with multiple pages targeting the same keyword.
- Low-quality, mass-produced outdated content with keyword stuffing.
- Low-quality, spammy backlinks coming from link farms.
On Page Optimisation
The focus for SEO growth started with optimising the on-site content.
- Created content hubs centred around key service offerings and expanded these with regular blog pages on related topics.
- Optimised internal linking to strengthen category and blog page rankings.
- Metadata enhancements – ensuring that titles, descriptions, and headers were optimised for maximum search visibility.
Technical Fixes and UX/UI Improvements
As content production started, we needed to fix high-priority technical issues.
- After assessing the low referral traffic value from Lexology, I stopped content syndication.
- Disavowed spammy backlinks in Google Search Console.
- Built a mockup wireframe to redesign the home page (taking into account insights from the heatmap) for the external developer to execute.
- Sent user stories to external developer to improve LCP (from 4.2s to 1.6s) and CLS.
Industry-Relevant, High-Quality Link Acquisition
Collaborating with an external Digital PR agency, we created campaigns and approached journalists on topics of interest to land links in the national press. Engaging another link-building agency, we created backlinks on highly relevant blog sites.
Results
Year 1
- 300% increase in organic traffic
- 43% increase in leads generated (12% from emails and 31% from calls)
- An additional £347,944 in revenue
- Position 1 for competitive commercial keywords including Immigration Solicitors London, Spouse Visa and Skilled Worker Visa
Year 2
- 71% YoY increase in new users.
- 47% YoY increase in lead generation from organic sources.
Reflections
The results reinforced the importance of a strong SEO foundation, as we had to reverse past damage from poor practices while building a scalable strategy for growth. By conducting a thorough audit, we identified and fixed technical issues, stopped harmful content syndication, and consolidated on-page content to eliminate keyword cannibalisation.
Focusing on content hubs, internal linking, and high-quality link building led to significant ranking improvements, while technical optimisations improved page speed and enhanced UX. It proves that strategic, long-term SEO can deliver a strong business impact.
And this is just the beginning. As rankings continue to climb and organic traffic grows, the firm is now expanding into Family Law, positioning itself as a dominant player in the legal industry.