Local SEO for law firms

How identifying your ideal keywords and backlinks can help you top Google’s search rankings, generate leads and grow your clientele


Year-on-year increase in
organic traffic to the entire website


Year-on-year increase in
organic traffic to the advice centre


Year-on-year increase in
goal completions

  • Expert Content
  • Technical SEO
  • Authority Building Campaigns
  • Organic Research
  • Targeted Campaigns
  • Monthly Review Calls

The challenge

Based in Sheffield and Chesterfield, Graysons Solicitors provides legal advice and representation across many areas of law. The firm enlisted Ignition Search to boost not only its presence in South Yorkshire and North Derbyshire but the number and quality of referrals it received for services such as divorce and medical negligence, employment and property.

The approach

For Graysons, blending an expert content strategy based on extensive local keyword research, link-building campaigns and data analysis was key to getting the right people engaging with the site. To increase the firm’s profile and visibility, we used the latest academic research alongside data from sources such as the Office of National Statistics to create interesting and compelling articles and place them in publications relevant to the areas Graysons prioritised. When pitching the content, our editorial department targeted law gazettes, legal publications around divorce and local press to make sure the content reached the proper audiences.

The results

Our approach to search has seen organic traffic increase by 89%, with an increase in enquiries of 184%. We successfully placed articles on a number of prestigious law-related websites such as Divorce Magazine, Inside Conveyancing and Estate Agent Today, creating strong links within the industry and increasing Graysons’ visibility.

Google has raised the bar for any website whose content directly influences a user’s current or future wellbeing (for example, legal, financial, healthcare). Nowadays, these ‘Your Money or Your Life’ (YMYL) pages must be created with a high level of expertise and authority in mind, to withstand the test of time and achieve the desired results.

Dan Kavanagh, Managing Director, Ignition Search

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