SEO for a leading company in the field of corporate and tax law in Germany
months
organic traffic from Google search results
completed inquiries
Organic traffic before the start of work (August-November 2022) and after 4 months of work by Netrocket SEO specialists (December 2022-March 2023)
About the Project
- Industry: Legal
- CMS: TYPO3
- Promotion Region: Germany
The Challenge
The company that approached Netrocket is well-known in Germany. Private investors, non-profit organizations, medium and large businesses utilize their services. For many years, the company’s lawyers have been nominated for the Best Lawyers Ranking award, and the company itself is included in the prestigious JUVE and Legal 500 Germany directories.
Our client’s website consistently attracts more than 1,000 users per month. Therefore, the main task for our SEO specialists was to find areas of growth and provide the client with an even greater influx of interested users.
The Solution
Our team started their work by evaluating the usability of the website. Immediately,
two nuances were identified:
- Out of the 1,000 website visitors, only a few dozen potential clients complete the application process. The reason is a form that is too long and time-consuming to fill out.
- The number of incoming calls has increased in recent months, but there is also a significant increase in missed calls.
We provided recommendations for optimizing the application form and helped to resolve the issue with the call center.
Then, we conducted an analysis of the website’s visibility in the search results, determined the client’s priority queries, and identified those that could realistically be ranked high in Google search results.
Execution / Optimization Process
The SEO optimization work was conducted comprehensively, covering all areas simultaneously:
Analysis and audit
- We conducted a complete technical audit of the website and analyzed the SEO strategies of competitors.
- We fixed all the technical errors we found and identified areas for growth.
Key queries
- We collected all search queries, including new areas of the company’s activities.
- We expanded the list of keywords by adding previously missed queries.
Structure
- We have expanded the site’s structure and added new sections.
- We have implemented user-friendly site navigation.
Content
- We have written texts for new pages.
- We have optimized meta tags, making them more prominent.
External Website Promotion
- We have obtained links to the client’s site from top resources.
- We have worked on interlinking and evenly distributing the links within the site.
Regional SEO promotion of the website
The next task that the client has set for us is to optimize the website for 2 cities. To accomplish this, we have:
- Created regional pages, in this case, folders within the domain.
- Conducted SEO optimization for these pages.
- Calculated the cost of regional promotion and created a plan for placing press releases. We also regularly cleaned up old links, purchased new anchor and non-anchor links.
The Results
After 4 months of working on the website, the results of the SEO specialists’ work were already clearly visible.
Google Analytics
Organic traffic in Google Analytics. Netrocket team started work in December 2022:
Comparison of organic traffic graphs in Google Analytics before and after the start of work:
Organic traffic and the number of sessions increased by more than half. The growth in the number of new users over 4 months was 65.27%.
Working on the application form and improving site navigation also yielded results. After implementing the changes, the number of conversions increased by 9.66%!
Semrush
Improvement in website visibility in search results was recorded by the Semrush service:
Ahrefs
The dynamics of position growth for key queries are visually shown by Ahrefs. We compared the indicators on November 1, 2022, and March 31, 2023, for the region of Germany:
Ahrefs also demonstrated an increase in referring domains:
Summary / Conclusion Takeaways
When promoting a website with history and good metrics, the main principle of an SEO specialist is “Do no harm”. It is important to carefully develop a promotion strategy and accurately determine the growth points of the project.
Explore more case studies
Do you want to achieve significant business growth?
