Pulse Agency


How we got a small firm to be the first result for ‘’employment lawyers Sydney’’ in Google I SEO

July 5, 2020


Nicolas Pustilnick Colombres

Introduction  – Market overview



 The employment law area is a very competitive space for any player in the market.

The keyword has a clear search intent (people looking for employment lawyers in Sydney) and it’s quite profitable – meaning users actually call law firms using Google to search for them.


Please note the data comes from Semrush dated 6th, July 2020.

In January 2010, JFM & Co-Employment Lawyers contacted Pulse Agency 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.

The challenge


Let’s take a look at the data. The chart below is sourced from Semrush and matches the exact keyword – this is not counting all the variations, i.e “Find employers lawyers in Sydney’’ which count as a different keyword.




The keyword ‘’employment lawyer Sydney’’ has a high search volume of 720 users per month (in aggregate would be in the thousands), the competition is very high and if you have to pay for a click even in these times of COVID 19 it would be around $4.00 a click, back in 2012 without a recession it was around $20.







In January 2010, JFM & Co-Employment Lawyers contacted Pulse Agency 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 thousands of dollars in PPC advertising and an 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 lawyers, we gathered a lot of information and started work.


The solution



Pulse Agency conducted a thorough analysis of both the industry and our clients’ competitors which included law firms actively engaged in successful marketing and SEO (Search Engine Optimisation) 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 (Pay Per Click) campaign using Google ads and LinkedIn ads to target more specific long-tail keywords (clients with very specific needs). We established Google Plus to develop JFM & Co Law authorship and Twitter to establish a reputation within the employment law area.


Month One:


The client’s website structure was strategically redesigned to better respond to all search engine algorithms. From there, we focused on a link building strategy, which consisted of creating relevant links back to a website from a variety of credible industry-related sites.

Month Two:


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 was also a maintenance period in which all changes were monitored closely to ensure they were working to the advantage of the website. 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 area rankings. The website is now ranking very well for over 100 keywords.


Content strategy – pillar pages


View from the site in 2012.



What are pillar pages or topical hubs? Andrea Volpini from Worlift explains.

Pillar pages or topical hubs basically involve grouping the content based on a topic that is interlinked with all the sub-topics. For example: Unfair dismissal is a sub-topic of employment law. This was a technique that later became very popular, but at the time we simply implemented it because of the results Pulse Agency had enjoyed in the past as a result of this strategy. 

Search engines love pillar pages because of the semantic connection of the pillar page, and the sub-pages, and users love it because it makes sense and makes it easier for them to find what they’re looking for.



jfm_ aw old blog view


View of the blog back 2012. Please note this content has been replaced.

Pillar pages work by creating a big topic page covering all the sub-topics and also creating pages for those subtopics to link back to the ‘’mother page’’, and in between them.


Marketing to the buyer persona



One of the best ideas back then was to write about specific examples to attract users’ attention. For example, instead of just talking about unfair dismissal, we talked about unfair dismissal in a restaurant. This strategy gave us a lot of long-tail traffic.


Rankings back in 2012 –




Some of the keywords rankings 1-10 even after several years



Unfortunately, back in 2012, we didn’t have CallRail to record the phone leads, nor were analytics capable of recording lead numbers.

The people at JFM Law told us anecdotally that the leads (converted and non-converted) were in the hundreds a month. 

Traffic grew from a few hundred per month to more than 1k visitors from NSW per month.



traffic stats employment lawyer



Client review via Google my Business click here 


JFM Law review




+ 270%

+ 38%


At Pulse Agency, we’re proud of our strong client relationships. Check out real reviews that highlight our commitment to great results and happy customers.

See Google Reviews Watch testimonial videos

“Nicolas´ commitment to success exceed my expectations. He monitored the results closely and made adjustment to our…”

“I have worked with Nico and his team over 5 years, and would be LOST without him. His knowledge is encyclopaedic, his approach methodical and his enthusiasm to deliver results genuine. I highly recommend Nico to be part of your team, for the long haul”

Positive: Professionalism, Quality,
Responsiveness, Value

“I began working with Nicolas and Pulse Agency a few months ago. Pulse are managing the digital marketing for my brand, Vitajuwel, which is the leading European manufacturer of gem water products in the world. In a short time, there has been a huge improvement in the return on advertising dollars spent. I am most impressed with the knowledge and professionalism that Pulse displays and I would recommend them to others without hesitation. Ralph Silverman – Vitajuwel Australia”

“Pulse Agency has really made a difference to my business!

With their professionalism, they have been able to properly explain the technical aspects of their plan for my line of work, in a way that I could understand.

Since I engaged the services of Pulse Agency, my business has grown and become more prominent in my industry area.”