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

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

Market overview – Employment law in Sydney – updated
Please note the data comes from Semrush dated 6th, July 2020
The law 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 its quite profitable. Meaning, users actually call law firms using Google to search for them

According to the SEMrush the exact keyword – not counting al 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 on the thousands), the competition is very high and if you have to pay for a click even in this times o COVID 19 would be around $4.00 a click, back in 12 without a recession was around 20 dollars I’m not mistaken.




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.


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 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 Ads and LinkedIn ads to target more specific long-tail keywords (clients with very specific needs), establishing Google plus to develop JFM & Co Law authorship and Twitter to establish a reputation within employment law area.

First month:

The client’s website 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 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 areas rankings, the website is now rankings very well for over 100 keywords


Content strategy – pillar pages:

View from the site in 2012.

Pillar pages or topical hubs, what are they?  Explained by Andrea Volpini from Worlift 

A technique that became later very popular and we implemented without knowing. Its basically grouping the content based on a topic that is interlinked with all the sub-topics. For example Unfair dismissal ais a sub-topic of employment law.

Search engines love it because of the semantic connexion of the pillar page, the sub-pages and users love it because it makes sense.



jfm_ aw old blog view

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

Pillar pages, work more in the sense of creating a big topic page covering all the sub-topics, and also creating pages for those subtopics 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


Leads: unfortunately back in 2012 we didn’t have CallRail to record the phone leads, nor analytics was too good to record leads numbers.

The people at JFM Law told us anecdotally that the leads (converted and non converted were on the hundreds a month

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

traffic stats employment lawyer



Client review via Google my Business click here 

JFM Law review


Are Hashtags Important? Why?

Today, a hashtag is a label used on different social media platforms to make it easier to find posts or information about a certain theme or which contains specific content. It is created by including the symbol “#” in front of a word or word combination, without spaces.

The pound symbol —also called an octothorpe— was initially used to mark numbers. The first use of hashtags in the form it is used today dates back in 2007, when web marketer Chris Messina walked into Twitter’s offices with an idea. He suggested the company start using the pound symbol to group related Tweets together.

This was the first-ever use of the hashtag:


From Twitter, hashtags extended to other social media platforms too. Today, hashtags are used to aggregate content on the same theme, topic, event or conversation.  

Hashtags on Twitter

Twitter Hashtags are important for helping users organize their tweets around a certain topic, being a great indicator of the relevance of your tweets in front of a certain audience.

If they are used correctly, Hashtags can help your small business get discovered and grow organically. If you are planning to launch a marketing campaign centred around a hashtag, to avoid confusing your audience, first you need to search for that hashtag to make sure it hasn’t been used in a while or in a way it could confuse your audience. Use short and distinct hashtags which can be easily added to Tweets.

Hashtags on Instagram 

Instagram hashtags can be used to increase brand awareness, offering your audience a way to discover your content. If you don’t have a community of followers yet, using hashtags is a good idea for expanding your reach, especially if you don’t spend money on advertising and you don’t tag other accounts into your posts. 

Finding influencers who use certain hashtags to get traction on social media and collaborating with them may increase your chances of reaching your audience and creating a beneficial buzz around your business. 

Hashtags on Facebook

Most people don’t use hashtags on Facebook, because it is believed to be detrimental to your reach and engagement. However, experts advise you to include hashtags in your marketing strategy, especially if you are also using them on other platforms as well. 

“Use hashtags (1 or 2 only) when they make sense and when you use something relevant that people can filter or to find more relevant conversation” – Ian Cleary

“As a business, cross social platform branding is important” – Collin Cottrell

Obviously, hashtags will increase your chances of being found by your targeted audience. Whenever you include a hashtag into a post, you are creating an opportunity for potential customers, clients, or followers to find that post.


Hashtags on LinkedIn

Hashtags on LinkedIn are used as a way to engage and network with other users. As with the other platforms, you can either create your own hashtags and hope other users will pick up on your trend, or you can use popular hashtags to help you appear higher up in search results.

Since 2019, when hashtags started being used in LikedIn, we’ve seen some hashtags that reached more than a million followers.

Top LinkedIn 5 hashtags in 2019

#innovation – 37,683,010 followers

#management – 35,270,217 followers 

#digitalmarketing – 27,286,973 followers

#technology – 25,231,754 followers

#entrepreneurship – 22,221,557 followers

Hashtag Best Practices

  • Hashtags start with # and only work if you don’t include spaces, punctuation or symbols 
  • If the account is not public, the hashtagged content won’t be seen by followers
  • Best hashtags are short, so don’t try to use a long string of words which can be hard to remember
  • A large number of hashtags would look spammy, so it’s better to use a limited amount of hashtags per post
  • People won’t start using your brand slogan in their Tweets unless it fits naturally or you offer them some incentive to do so.
  • Check what hashtags people are already using to talk about your brand, and capitalize on those. Also, make sure to check if your desired hashtag is already being used. Ask yourself if it’s still relevant to your brand.
  • Partner with influencers which can help gain exposure and visibility for your hashtag.

Are hashtags really useful for my small business in Surry Hills?



Often, people on social media use hashtags just to look cool. But hashtags can actually be used to help brands become more visible within a certain professional community, to encourage people to discuss specific topics and to create engagement organically. 

People are actively searching through hashtags on platforms like Instagram and Twitter. So, using the right hashtags may result in a larger number of followers, likes, comments and shares, boosting your brand’s social media engagement. 

The use of hashtags may have an important role for promoting small business in Surry Hills, as it creates awareness and drives social media engagement which can turn into a powerful branding tool.  


UTS – FEIT improves their short courses lead generation dramatically

Client: UTS – FEIT (Faculty of Engineer and IT).

Tasks performed:


The Faculty of Engineering is a faculty of the University of Sydney, Australia. It was established in 1920 and is Australia’s oldest engineering school and one of the most prestigious.

The school has an excellent academic reputation with its programs being ranked in 2011 by the QS World University Rankings by Subject at 21st in the world for Civil Engineering and 27th in the world for Mechanical Engineering. Programs at the school are accredited by professional bodies including Engineers Australia, The Australian Institute of Project Management and the Australian Computer Society

In 2011 it had a student enrolment of 4,645 (9.5% of all students), thus making it the University’s fourth-largest.


The challenge:

In 2019, UTS FEIT (Faculty of Engineering and ITS), approached Pulse for a great project: Promoting a suite of very interesting short courses as part of their continuing education strategy and offering,

The biggest challenge was how to market and differentiate the UTS offering of high-calibre premium courses in a highly cluttered and noisy market ranging from face-to-face events through to free tasters, blended learning options and high-volume, low-cost online alternatives.



We conducted thorough initial research in conjunction with the client’s internal stakeholders to gather insights, stats and all possible factors that could inform our strategy.

As a result, identified user personas, audience acquisition strategies and channels to deploy the campaigns which generated great traffic and strong engagement and click-through statistics.

Some of the stats can be seen below, the results are from actual figures blurred to protect the client’s information.

The image represents an example of the type of creative we tested throughout the campaign.

Campaign results:

Actual figures have been blurred to protect information.

Client Review:

“We found Nico and his team very responsive and committed to the project during our time working together. In addition to the raw results in terms of site traffic and enquiries, we gained a lot of specific insights into digital marketing, our target audience, and the metrics and dashboards which the Pulse team developed and shared to help us monitor and manage the campaigns and our portfolio.“

Steve Crooks, Manager, Professional Education Unit,
UTS Faculty of Engineering and IT


Names Every Graphic Designer Should Know

Whether you’re a well-versed internet designer or merely a beginner, I’m positive you have already got your list of favourite graphic designers. And if you are determined to pursue a career in web design, here are some names you simply got to know. These pioneers of modern design have modified the old web design approach and opened new roads for you.

Chip Kidd

The creator of the Jurassic Park book cover,  Rich Kidd lives in New York and is best known for his fantastic book jacket designs. He started creating cover designs for Knopf (an imprint of Random House) in 1986, where he still works today as an art director. His passion for graphic novels, comic books and pop culture had a significant influence on his work.   

The recognisable, simple style matches his approach of speaking, his appearance and his lifestyle. If you don’t know much about Kidd’s work, you’ll be able to have a better look at Kidd’s portfolio here.

Paula Scher

Paula Scher could be a true example of today’s web designers. She managed to forge a great career in design in the 70s, making her original approach to style.  A winner of the National Design Award, AIGA Medal, Type Directors Club Medal, and a member of the Art Directors Club Hall of Fame, she went from CBS Records to Atlantic Records, where she worked for the advertising division. She created the visual identity for public institutions and companies like Philips Van Heusen, the New York Theater, The New York Times Magazine, and The American Museum of Natural History. If you want to find out more about the fantastic designer, here’s a Ted Talk you will love.


Massimo Vignelli

Massimo Vignelli’s designs are timeless and visually compelling. Born and raised in Milan, Massimo Vignelli studied at the Università di Architettura from Venice. Driven by a shared passion for art, he opened a small design and architecture office in Milan where he and his wife worked with companies like Rank Xerox or Olivetti. 

In 1966 they decided to move to America, to start the Unimark International company which soon became the most significant design company in the world. After the failure of their company, they were not discouraged and founded Vignelli Associates focusing on architectural graphics, graphic and corporate identity programs, publication design and furniture. The main legacy left by Vignelli is his significant contribution professionalisation. Vignelli put his mark on design theory and principles (design methodology, syntax and appropriateness), which he redefined. You can admire his creations here.


Paul Rand

Paul Rand is considered the best and most famous graphic designer in historyBorn in Brooklyn, New York, Paul Rand went to the Art Students League, starting to create stock images for a syndicate that supplied graphics to newspapers and magazines. He studied and then taught the art of graphic design at Yale University in Connecticut. 

In 1972, he was included in the New York Art Directors Club Hall of Fame. He became famous for designing some of the most iconic logos for ABC, NeXT Computers, UPS, Yale University Press and many others. Rand’s outstanding achievements and his original design approach made Steve Jobs claim that Paul is “the greatest living graphic designer”.



Jonathan Ive

I am sure you have already heard about Jonathan Ive, the Chief Design Officer at Apple, who also leads Apple’s Human Interface software teams. The creator of Lindy MessagePad for Apple became a full-time Apple employee after having worked for a design agency called Roberts Weaver group and Tangerine, a design agency startup based in London. Ive’s work greatly influenced Apple company as a whole: he started the minimalism trend with the Apple products, that he perfectly designed without losing the software’s quality.


April Greigman

Greiman was among the first designers who embraced computer technology: she and Jayme Odgers established the ‘New Wave’ design style in the US during the 1970s and 1980s. 

Greiman’s art is a constant reminder about the infinity of imaginative art and design, and it’s an endless source of inspiration, helping us open up our imagination to new possibilities. 

Greiman held lectures, generated public artworks and participated in important juries. Her work was featured in articles, reviews as well as broadcasts in the media. She appeared in The New York Times and USA Today, CNN, PBS and ESPN. You can admire her work here


Jon Burgerman

Born in the UK and based in New York, Jon Burgerman is the graphic designer and artist with recognisable drawings, art style characters, toys, apparel, designs and murals. His work, which can be placed somewhere between urban art and pop culture has been featured in many newspapers, magazines, books and blogs around the world: BBC, The New York Times, The Guardian newspaper, Coolhunting, Huffington Post, New York Daily, Metro UK,, PSFK, The Telegraph Australia and many others. 

The artist collaborated with big brands like Virgin Atlantic, and his fantastic work is displayed at London’s Victoria and Albert Museum and Science Museum. 

Jessica Hische

First of all a lettering artist, but also a great illustrator and designer, Jessica lives and works in Brooklyn, being well known for her projects, such as Daily Drop Cap, as well as her work for big brands such as AIGA, Victoria’s Secret, Wired, American Express, and Penguin. She’s also the producer of numerous commercial and proprietary typefaces. Discover Jessica’s art here.

There is a lot to learn from these amazing, talented artists, but the most important lesson you could start with is to trust your instincts, always be consistent, hard-working, and dedicated. And don’t be afraid to look for inspiration when you feel at a loss. 


digital marketing channels infographic

How to choose the best digital channel for your small business

Choosing the Right Digital Marketing Channel for Your Small Business

Making the right choice when it comes to digital marketing strategies can be crucial for your company, especially when you are a small business with a limited budget. Selecting the most appropriate channels to reach the right audience requires lots of research time, as well as in-depth marketing, digital communication and business management expertise.

Considering the multitude of choices available, even the most experienced business person may have difficulties finding the path towards business success. Every small business owner has probably dealt with these dilemmas: is it worth investing in SEO? Should I opt for Google or Bing Ads campaigns? Which social media channel delivers the most significant impact on ROI?

This is why we have gathered a few ideas and some preliminary steps for small business owners and marketers to take to choose the digital marketing channel that truly matters for their business.

Define your Audiencelocal SEO

To present your products or services to the right audience, first, you need to define your buying persona (the profile of your potential/ideal client). Luckily, Facebook offers us some useful tools for that.  Using Audience Insights, we can start building the profile of the type of person that may be interested in our products/services. To be able to use Facebook Audience Insights, you don’t need an advertising account — all you need is a Facebook profile. We can start with broad options and then narrow down the audiences based on the following information: age, gender, lifestyle, career, relationship status, education level, household, estimated income, interests, online activity, device usage, spending habits.

After creating a relevant portrait of the buyer, this person should be kept in mind whenever you create any content or carry out any type of marketing activities. The data offered by Facebook Audience Insights is just one of many research methods you should be looking to use to build audience personas. There are many other sources to use, such as Twitter profiles, Google Analytics demographic insights, or published research that has been previously carried out in your industry or niche.

Define Your Business Goals

After clearly defining your buying persona, it’s time to set your own business goals. Ask yourself questions like: How many leads or actual clients would I like to acquire every month? What’s the value of a lead? What sort of budget am I prepared to spend over a specific timeframe? Then, go on defining your business and marketing assets and your goals. After having a complete picture of your business and your targeted audience, it should be easier for you to define the best marketing/advertising channels to use.

Now that everything is much clearer, it’s time to consider your options:

digital marketing channels infographic

SEO & Content Marketing

The process of optimising your website’s technical and editorial aspects so that it can be organically discovered by users when searching for specific keywords is called SEO. Unlike paid advertising, SEO takes time to work. Depending on various aspects, like domain authority (versus the competition), available assets such as a quality mobile website, link building opportunities and others, the results may vary, but they rarely happen before 6-12 months especially if the site is new, significant and has errors, or has been penalized by Panda or Penguin or any other algorithmic penalty or filter.

As SEO and content marketing are tightly connected, you may also need to hire professional copywriters to continuously create fresh content that can help your website rank for a wider variety of keywords. Whether it’s blog posts, white papers, webinars, videos, or e-books, content must be created according to a well-thought strategy. If you’re prepared to make this effort, invest in quality content and wait until results appear, content marketing is the right choice for your business. But, if you need fast results, you should better look into PPC (Pay Per Click Advertising) and display ads options.

One of the easiest ways to determine whether it’s worth investing in an SEO campaign or not is by checking your website’s ranking with tools like SEM, Ahrefs or Google Search Console. If the website is already ranking for some appropriate keywords, then it probably has the potential for further SEO development.

Do it if your website is already ranking for useful keywords and you are willing to invest time and effort into an SEO and content management campaign.

Don’t it if You want fast results without putting in much time and effort.

Email Marketing
Also called eDM.

If you have a pool of customers or an opted-in email subscription list for newsletters, promotions or offers, this can become a real gold mine. Some studies claim that email marketing can provide a 4,300% ROI. E-commerce companies heavily rely on e-mail marketing strategies, but SMEs may also use email marketing to sell more to existing clients.

Do it if you have a decent opted-in email database.

Don’t it if you don’t have a pool of existing customers allowing you to send them your information, promotions, and offers.


Pay Per Click advertising

Whether it’s Google or Bing ads, paid advertising should provide highly targeted traffic very quickly. Both B2B and B2C companies rely on Google and Bing ads to get new clients within a short time frame. PPC campaigns are ideal for businesses which did not take time to create awareness through social media or email marketing campaigns and want to promote their new products/services with paid ads quickly.

Do it if
the costs per clicks are affordable, and your product service is searched in Google/Bing.

Don’t it if you don’t have sufficient budget or your audience is not using Google/Bing to search for your products/services.

Social Media
Organic Campaigns and Social Ads

Social media marketing is one of the most powerful tools you can use to achieve your marketing and branding goals. SMM includes posting regular text, image, or video updates on social channels (Facebook, Instagram, Pinterest, Twitter etc.), as well as creating social media ads.

To improve your business’s social media presence and increase audience engagement, organic posting and paid ads should go hand in hand. A good social media marketing plan includes both a consistent posting schedule and running social ads for remarketing purposes. The choice of the social media channel also depends on the type of business you have: a highly visual business can rely on Instagram and Pinterest, while a B2B company might find Twitter and LinkedIn more useful for its marketing goals.

Do it if you get a lot of value from a strong social media presence.

Don’t it if your audience uses other channels to search for your products/services (Google, Bing)


Consider the Long Run

The purpose of a business person is to grow their business. But this might mean different things for different companies, and it is finally up to every person to decide which channel serves their business purpose best; for example, if you are focused on getting sales fast, PPC campaigns are probably the best choice. If your business is new and you need brand awareness, think about investing in content marketing or social media. You may also need to educate your audience through web PR.

Last but not least, always go with the channel where your audience spends more time. And, no matter what channel you choose for promotion, always think in the long run. People may click on your ads right now, but what if they want to know more about the business and they get to social media or your website to search for some information that isn’t there yet? After all, your online presence should be treated as a whole and should continuously be improving in all areas to provide good ROI.

Pulse helps Ingham Institute promote Clinical trials

Whos is:
The Ingham Institute’s world-class medical research is rooted in and driven by the needs of our local South West Sydney community.  We are committed to inspiring better health of our local community and transforming the treatment and care of people living with common medical conditions and disease.

Clinical Trials website:

The brief
Back in July 2018, we received an interesting brief from a partner agency – Walter Wakefield- to develop a digital campaign to promote specific clinical trials in a specific region within Sydney and to a number of groups including migrant communities who don’t speak English as a first language or have very limited understanding of it.

The challenge/opportunity 

Finding the audience who are interested in becoming part of clinical trials is not something we thought was going to be easy at all.

Facebook and Google are very restrictive towards medical campaigns, due to risks associated, hence the restrictions towards the claims a brand can do, what to show, make things even more difficult. 

The campaign:

Working with some of the least compelling creatives, we have a couple of assets on our side. Ingham institute’s reputation and the NSW Health logo as big trusting element

We created a series of simple videos, targeting the persona users in their own language. We were lucky, we found the audience pretty early in the test phase and the conversions started flowing. 

We also run search ads in specific regions and optimised for high converting keywords. 

Campaign Results:

Campaign results:

USERS: 870 more users.

Sessions: 1,025 more sessions

Goal completions (people interested in being part of Clinical trials): Up by 2820%

Goal conversion rate
: Up by 163%

Recommendation via Linkedin: Adrian Kotik – Director Walter Wakefield.





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