Did you know that nearly 90% of searchers never click past the first page of Google? For a Wyoming-based personal injury attorney, this harsh reality meant a lack of visibility and missed opportunities. Despite their expertise, the firm struggled to attract clients online due to poor rankings and a suboptimal website.
That’s when they partnered with OnTheMap, a trusted leader in Local SEO, to transform their digital presence. In just three months, the firm achieved #1 rankings for key terms like “Wyoming Wrongful Death Attorney” and “Wyoming Personal Injury Lawyer.” This case study reveals the precise strategies that led to this remarkable success.
The Challenge: A Troubled Digital Presence
When OnTheMap began the project, the attorney’s website was riddled with issues, making it difficult to rank or attract traffic:
- Technical Issues:
- 404 Errors: Numerous broken pages reduced Google’s crawl efficiency.
- Poor Page Speed: A score of 23 severely hurt user experience and rankings.
- Duplicate Content: Redundant text harmed the site’s credibility.
- On-Page SEO Deficiencies:
- Generic title tags and inconsistent H1 headings failed to communicate relevance to search engines.
- Weak Backlink Profile:
- Few authoritative backlinks meant the site lacked credibility and authority.
- Local SEO Neglect:
- Inconsistent citations and an underutilized local presence limited visibility for high-intent local searches.
The Mission: Building a Competitive Edge
OnTheMap aimed to achieve three main goals:
- Top Rankings: Secure Page 1 Position 1 for highly competitive terms like “Wyoming Wrongful Death Attorney.”
- Improved Website Performance: Address technical issues and optimize on-page elements to align with SEO best practices.
- Increased Local Visibility: Strengthen the firm’s local SEO signals through citations and content tailored to Wyoming-specific searches.
The Strategy: A Multi-Phased SEO Approach
To tackle the challenges effectively, OnTheMap developed a comprehensive three-phase strategy:
1. Onsite Optimization and Technical Fixes
Key Focus Areas:
- Title Tags and Headings:
- Rewrote title tags to include location-specific keywords (e.g., “Wyoming Personal Injury Lawyer | [Law Firm Name]”).
- Optimized H1 headings for clarity and relevance.
- Page Speed Optimization:
- Removed unnecessary plugins, implemented caching, and optimized images to achieve a 150% improvement in speed.
- 404 Error Resolution:
- Redirected broken pages to ensure Google’s crawlers focused on valid, high-priority content.
- Image Optimization:
- Added descriptive alt tags to all images, improving accessibility and search relevance.
| Metric | Before | After |
| Page Speed Score | 23 | 58 |
| Number of 404 Errors | 25 | 0 |
| Title Tag Optimization (%) | 10% | 100% |
2. Backlink Profile and Local Citations
Backlink Improvements:
OnTheMap cleaned up toxic backlinks and secured new, high-quality links to boost the site’s authority:
- Guest Posts: Published articles showcasing the attorney’s expertise on trusted industry websites.
- Backlink Cleanup: Disavowed harmful links that were dragging down domain authority.
Citation Enhancements:
- NAP Consistency: Ensured the firm’s Name, Address, and Phone (NAP) details were uniform across directories like Yelp, Avvo, and Yellow Pages.
- Local Directories: Added the firm to niche-specific legal directories, improving local relevance.
Interesting Fact: Businesses with consistent NAP details across local directories are 2.5x more likely to rank in Google’s local pack.
3. Content Structuring and Optimization
OnTheMap developed a topic cluster strategy to organize and enhance the website’s content:
- Authoritative Page: A 3,000-word pillar page focused on “Wyoming Personal Injury Lawyer.”
- Supporting Pages: Created detailed 800–1,000-word pages for niche topics like “Wyoming Wrongful Death Attorney” and “Wyoming Slip & Fall Attorney.”
| Content Hierarchy | Word Count | Purpose |
| Wyoming Personal Injury Lawyer | 3,000 | Serve as the central authority page. |
| Wyoming Wrongful Death Attorney | 800–1,000 | Target high-intent local searches. |
| Wyoming Car Accident Attorney | 800–1,000 | Capture long-tail keyword traffic. |
| Wyoming Slip & Fall Attorney | 800–1,000 | Address specific client needs in the region. |
- FAQ Section: Added a 900-word FAQ page to address common legal questions and improve user engagement.
Interesting Fact: Websites with clear topic clusters see a 20–30% increase in search traffic, as they’re easier for Google to understand and rank.
The Results: A Remarkable Transformation
In just three months, OnTheMap delivered exceptional results:
| Metric | Before | After |
| Top Keyword Rankings | Page 3 & 4 | Page 1 Positions 1 & 4 |
| Page Speed Improvement (%) | – | 150% |
| Backlink Quality Score | Low | High |
| Local Citation Consistency (%) | 60% | 100% |
Key Milestones Achieved:
- Keyword Rankings:
- Secured #1 for “Wyoming Wrongful Death Attorney.”
- Ranked #4 for “Wyoming Personal Injury Lawyer.”
- Improved Website Authority:
- Toxic links were removed, and high-quality backlinks were acquired, improving the site’s domain trust.
- Local Visibility:
- Consistent NAP details boosted the firm’s appearance in local search results.
- Content Relevance:
- The topic cluster strategy made the site highly relevant for Wyoming-specific searches.
Why It Worked: OnTheMap’s Winning Formula
This campaign succeeded because OnTheMap focused on foundational SEO principles:
- Technical Excellence: Fixing page speed and 404 errors created a solid base for ranking.
- Targeted Keyword Strategy: Research and strategic content structuring improved relevance for high-intent searches.
- Strong Backlinks: High-quality, industry-specific links built credibility.
- Local SEO Precision: Consistent citations and location-specific content enhanced the firm’s local presence.
Conclusion: The Power of Strategic Local SEO
By addressing technical shortcomings, building authority through backlinks, and creating well-structured, relevant content, OnTheMap helped a personal injury attorney dominate local search results in just three months. This case study is a testament to the transformative power of strategic SEO tailored to a client’s unique needs.
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