SEO case: x10 increase in visibility in Google - legal services website promotion

About the project

The company specializes in legal consulting and business consulting with a focus on Russian-speaking users. It provides a wide range of services such as company registration and liquidation, tax and financial analysis, legal support in litigation, etc. to those who are planning or have already moved to the Netherlands from CIS countries.

Type of site service site
Niche legal services in the Netherlands
Timeline 4 months
Promotion region Ukraine, Kazakhstan, CIS countries
State of the site outdated design, complex CMS system

Challenges and goals

Project issues

Unable to edit
Due to the outdated CMS system, technical edits required for SEO were as difficult as possible to make, in most cases impossible.
Incorrect indexing settings
Due to the fact that it was not configured in the system files what exactly should be indexed by Google and what should not be indexed, a lot of garbage pages got into the index: duplicates, service pages, etc.
Problems with meta tags
The check showed a lot of duplicate or empty Title and Description meta tags, which greatly reduced the value of these pages and the site as a whole from the point of view of search engines.

Project goals

Semantic kernel creation
Select the most targeted queries for the main, services and articles of the site to promote and increase visibility in the output
Content and metatag optimization
Harmonize keywords in texts and meta tags on as many pages as possible within the budget
Setting up correct indexing
Introduce correct indexing settings on the site to prevent junk pages from getting into the index of search engines

Description of strategy and solutions

Since the client’s budget did not allow for scaling the work, it was decided to move in the following areas of work:

Direction 1. Collection of semantics and optimization of existing pages

Within the framework of this direction we carried out:

express analysis of the client’s niche;
collected variants of keywords, based on those used by competitors and those that the client named as priorities for himself;
optimized the main page, 20 pages of services and 15 articles for keywords;
sent the optimized pages for re-indexing.

Direction 2. Correction of technical errors.

Here we conducted a technical audit of the site and formulated a task for the programmer. What from the technical task we managed to implement:

customization of XML sitemap and robots.txt file;
getting rid of internal links with incorrect redirects;
improving font readability.

Direction 3. Building link mass

We worked with link profiles of competitors, analyzed them in detail and derived, based on the analysis, link strategy. However, due to the small budget it was decided to focus on crowd-marketing on a monthly basis, as well as the purchase of 2-3 quality outreach links every 3-4 months.

Results

2145 to 3180 growth of monthly attendance
for 4 months
70% in the top 3 bringing targeted key
queries to the TOP
x10 Increasing visibility
in Google's search results

Expertise

When a project has a large amount of content and budget constraints, it is important to focus on internal work on the site - optimizing existing content for the right keywords. High-quality work with keywords with the right site structure can give a tangible increase even without building up the link mass.

Alexander KovalenkoCEO/founder