Project Overview
Slater and Zurz is a personal injury law firm with offices across Ohio, including Akron, Kenton, Cleveland, and Columbus. The firm needed to strengthen its online visibility, particularly in the Columbus area, and improve its rankings for personal injury-related practice areas like car accidents, motorcycle injuries, truck accidents, and dog attacks.
Goal
Slater and Zurz aimed to increase its online presence and rankings for key personal injury keywords in Columbus, Ohio. The specific goal was to rank higher for competitive terms like "car accident lawyer in Columbus" and "motorcycle injury lawyer near me."
Solutions
To achieve these goals over the course of 12 months (from March 2024 to March 2025), we implemented the following strategies:
- Subfolder URL Structure: We created a subfolder URL structure with the Columbus office as a primary focus. Additionally, our team created secondary folders for each personal injury practice area, such as "Car Accident Lawyer" and "Motorcycle Injury Lawyer," to establish topical authority in Columbus and its specific injury-related services.
- High-Quality Content: We optimized and developed content focused on Columbus-area personal injury law keywords, improving the website’s ability to rank for competitive terms.
- Brand Mentions and Backlink Acquisition: Our team executed a targeted backlink strategy to acquire high-quality backlinks and brand mentions from authoritative legal and business websites.
Results
Over the 12 months (March 2024 to March 2025), the firm achieved the following impressive results:
At the start of the project in March 2024, Slater and Zurz's website had 1,736 monthly organic visitors. By March 2025, this number had grown to 7,365, which is a 324% increase in organic traffic. This traffic increase underscores the success of our SEO efforts, particularly in enhancing search visibility for the firm’s key practice areas.
In terms of keyword rankings, the firm saw a 37% increase in the number of keywords ranking in the top 10 positions. The website began ranking for 239 keywords in the top 10, up from 174 at the start of the project. This improved ranking was especially notable for competitive terms like "Car Accident Lawyer in Columbus" and "Motorcycle Injury Lawyer Near Me."
Additionally, the firm’s domain rating increased by 3%, from 36 to 37. The boost came from acquiring valuable backlinks, which enhanced the firm’s domain authority and online reputation.
