By Nicolas Pustilnick

Employment law
case study – SEO


In January 2010, JFM & Co Law contacted the website spot for assistance to achieve two goals; first to direct more traffic to their website and second to increase the awareness of the JFM & Co Law practice.

JFM & Co Law had invested thousand of dollars in PPC advertising and a SEO strategy without achieving either of their two goals, with very low rankings and poor content strategy the situation was going nowhere. After several meetings with key personnel, we gathered a lot of information and started work.


The website spot conducted a thorough analysis of both the industry and our clients’ competitors which included law firms actively engaged in successful marketing and SEO strategies including some of the biggest law firms in Sydney.

After gathering all the information, and having selected the right set of keywords, we started with a complete website optimisation identifying the strong areas and incorporating content strategy based on case studies.

We also implemented a PPC campaign using Google Adwords and LinkedIn to target more specific long tail keywords (clients with very specific needs) and their social media presence, establishing Google plus to develop JFM & Co Law authorship and Twitter to establish reputation within certain law topics.

First month:

The clients website’s structure was strategically redesigned to better respond to all search engine algorithms. From there, the

focus was a link building strategy, which consisted of creating relevant links back to a website from a variety of credible industry related sites.

Second month:

This period involved researching and identifying additional relevant keywords, modifying the site structure to best incorporate them and continuing to expand the link building strategy that was implemented in the beginning. As we continued linking the website to additional credible websites the rankings started to improve.

This time is also a maintenance period in which all changes were monitored closely to ensure they were working to the websites advantage. Reports were generated on a weekly basis to compare the site’s progression through the search engine rankings over previous weeks. Relevant changes were made to ensure the success of the campaign. Below is a hint of some of the lawyer’s areas rankings, the website is now rankings very well for over 100 keywords.

(Image below) JFM & Co. Law site visitor results January 2010 – January 2011.

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(Image below) Ranking results.

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