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Launching an Immigration Law Website with SEO-First Strategy

An entrepreneur approached me requesting my help in getting his legal website idea launched. He believed in the value of SEO and wanted to start there as a means of having a very cost-efficient stealth launch. They used no paid ads for the first year. All leads came through SEO and directory listings.

I advised on architecture, performed keyword research and competitive analysis, and lead E-E-A-T focused content strategy. I also worked closely with developers to ensure templates and content met best practices, were mobile friendly (including communicating needs for and testing implementation of Core Web Vitals optimizations), and reduced friction across the user journey.

Notable Wins

  • $0 to $1m in revenue in 8mo. with no paid advertising.
  • Outranked largest brand in the space for most core keywords in the first year.
  • 155k impressions per day in 6mo with 2.3% CTR.
  • Outcompeted a top industry player in visibility in Google AI Overviews
  • AI Overview visibility stable since AIOs released. No lost visibility.
Google Search Console graph showing search performance data for a small numismatic publication. At the point of engagement traffic fell so low as to imperil the business. I and my team were able to find the issues, resolve them, and improve traffic, impressions, and rankings to higher than they were before our engagement.

Publisher Website Traffic Recovery

A premiere numismatic trade publication that predated the internet had seen traffic declining for a few years consecutively. Within a week of the contract starting, traffic plummeted and continued to fall for a whole month.

Primary Issues:

I worked with the site owners (no dev team) to walk through site changes during that time, in addition to a technical audit run in parallel, to identify key changes that were breaking the website.

Permalink misconfigurations, 404’s, Missing 301 Redirects

I was able to uncover that repeated changes to the permalinks settings over time were breaking navigation and internal linking and fracturing content clusters.

Inefficient Database Queries, Bloated Database, CDN and Cache Conflicts

A number of database-level issues were causing database queries to be incredibly inefficient, driving up CPU usage on the server and sending uncached page load times through the roof. Lastly, I found that the client-installed Cloudflare plugin was conflicting with the hosting provider’s caching system, causing lots of missed cache hits and a poor user experience in addition to many images not loading.

I was able to work with the client to successfully repair these issues, restoring traffic in the process.

Improved Content Strategy, Google Discover Optimization, Competitive Insights

Another key component of their success was my content analysis, insights, and a resulting content strategy that leveraged their most engaging content in addition to filling keyword gaps. Paired with some schema updates, a Google News sitemap, and some Entity Optimization, this resulted in the site significantly growing their Google Discover presence and Google News presence.

Notable Wins

  • 67% increase in traffic in 3 months
  • 31% improvement in average position
  • Restored site to functionality and significantly improved core web vitals by improving WordPress configuration
Ranking Changes for a publisher website focused on coin collecting and history
Regional Sporting Goods E-commerce Site: 40% increase in clicks YoY (+3.51M clicks).

Optimizing a Regional Sporting Goods E-Commerce Score

A regional sporting goods retailer needed help with shrinking organic traffic. They were expanding their physical footprint and dealing with internal challenges that resulted in very slow implementation of the SEO team’s recommendations.

Primary Issues:

The site suffered from crawlability issues at scale, resulting largely from over-indexing, poor CWVs, inconsistent/non-optimized internal linking, and cannibalization. Additionally, the site missed key opportunities when it came to properly indexing facets and filters resulting in millions of impressions not being realized.

Crawlability and Overindexation Issues

I worked with our tech SEO team to identify the root causes, improve robots.txt rules, implement correct canonicalization, and de-index duplicative indexed pages.

Improving Indexation of Filtered PLPs

I used crawl data from Screaming Frog paired with GSC data and NLP tools in python to group and size topical clusters on the site. This helped me identify gaps in visibility and CTR which aided in prioritization. After identifying which product groups were high-opportunity/low activation, my team and I were able to identify the best opportunities for keyword expansion by working through product+attribute combinations based on available page filters. We also identified where filters were missing based on keyword search volume, which resulted in improved page dwell time.

Title, Meta Description, Heading optimizations

In addition, I and my team also focused on optimization of page titles, meta descriptions, and page headings. This resulted in a lift between 30-70% per keyword cluster.

Notable Wins

  • 40% increase in clicks YoY
  • Over $1.2M in added revenue YoY
  • Improved site engagement from added filters

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