Our research discovered how employment law search was incredibly competitive and that Google interpreted the intent to be location-specific. Therefore, our approach centred on a well-researched content strategy with local targeting achieved through some on-page elements and search ad campaigns and off-page activity.
We built out the three core landing page to include a richer depth of content as well as longer-tail child pages to support them.
Initial guidance involved splitting the user journey in half so we could reach the client’s target audience of both employers and employees while giving us more opportunities for keyword expansion and to structure content in a more organised fashion. Further content topic hinged on competitor gap analysis and once our keyword research was complete, we presented the client with a content plan including requirements for new landing pages.
Following the copywriting and publishing of these new pages, our SEO team was responsible for monitoring ongoing organic performance while our PPC team utilised deeper landing pages to better match paid search intent and improve landing page relevance.
Our SEO team designed and built an accompanying “Nottingham Employment Law Solicitors” landing page to meet our Nottingham-based objectives. The PPC team also used this within Nottingham-targeted campaigns, to improve landing page relevance (quality score), as well as to allow for split-testing against the generic employment law service page.
We regularly reviewed Google Ads location targets to make sure we were not advertising in areas where historically there were low quality/expensive leads
We worked with the client to establish where in the country had the best coverage in terms of solicitors, and which areas drove the best quality leads from paid search.
With the solicitors at Richard Nelson LLP having a wealth of knowledge on the topic of employment rights, our digital PR strategy positioned them as experts in this field.
In order to showcase the solicitors’ expertise, we identified key events throughout the year where they would be able to provide authoritative and credible legal insight as reputable solicitors. Key dates in the diary included the summer holidays, the 2022 World Cup & Christmas. We kept up to date with trending news topics which would be relevant for the law firm’s solicitors to provide their opinion on, such as the cost of living crisis & the rise in popularity of the social media platform, BeReal.
Off the back of this we were able to share newsworthy stories with journalists at national, regional, lifestyle & sporting publications. Topics included how people could go about asking their boss for a pay rise at work amid the cost of living crisis and a warning to football fans about pulling a sickie to watch the World Cup. Coverage was secured in top tier news sites including the Mail Online, Daily Star & SportBible.