Introduction
- Client: Hickman Family Lawyers
- Website: hickm*********awyers.com.au
- Industry: Legal Services
- Challenge Faced: Significant drop in traffic due to a Google algorithm update in February 2021
Background and Challenge
In February 2021, Hickman Family Lawyers’ website experienced a drastic decline in organic traffic due to a Google algorithm update. This update targeted specific SEO factors that negatively impacted the website, causing it to lose its previously strong search engine visibility.
Objectives
- Identify and Rectify SEO Issues: Quickly diagnose and address the factors causing the decline in search rankings.
- Restore Website Traffic: Recover lost traffic and surpass previous traffic levels.
- Enhance Business Outcomes: Use increased traffic to generate more leads and boost business.
Strategy and Implementation
- Comprehensive SEO Audit:
- Conducted an in-depth analysis to identify the issues triggered by the Google update.
- Focused on both on-page and off-page SEO elements.
- Content and Keyword Optimization:
- Revised website content to align with updated SEO best practices.
- Improved keyword targeting to cater to more relevant and high-intent queries.
- Technical SEO Adjustments:
- Resolved technical issues like site speed, mobile responsiveness, and crawl errors.
- Ensured the website adhered to Google’s Webmaster Guidelines.
- Backlink Profile Clean-up:
- Analyzed and disavowed toxic or low-quality backlinks.
- Implemented a strategy for acquiring high-quality, relevant backlinks.
- User Experience (UX) Enhancement:
- Improved the website’s navigation and user interface.
- Ensured a better user experience to reduce bounce rates and increase engagement.
- Regular Monitoring and Adjustments:
- Closely monitored the website’s performance post-recovery.
- Made ongoing adjustments based on analytics and search engine updates.
Results
- Traffic Recovery and Growth:
- By August 2021, the website began to regain and subsequently exceed its previous traffic levels.
- The site consistently attracted around 2,000 visitors per month.
- Business Impact:
- This revitalized traffic flow significantly boosted lead generation.
- Hickman Family Lawyers experienced a notable increase in business inquiries and client engagement.
- Sustained SEO Health:
- Maintained improved search rankings due to ongoing SEO efforts.
- Established a resilient online presence against future algorithm updates.
Conclusion
The SEO recovery for Hickman Family Lawyers stands as a testament to the importance of adaptable and resilient SEO strategies in the face of search engine updates. The comprehensive approach to identifying issues, rectifying them, and continuous monitoring led to a successful turnaround. This case study demonstrates the critical role of SEO in not only recovering lost online visibility but also in driving tangible business growth.
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