Legal SEO Case Study: How H&S Law Group Grew Organic Clicks by 354%
H&S Law Group
Overview
H&S Law Group is a New Jersey-based law firm looking to improve its online visibility and attract more potential clients through Google Search and local map rankings.
The goal was simple: increase organic visibility, improve keyword rankings, and make the firm easier to find for people searching for legal services in relevant local markets.
Using a focused legal SEO strategy, the campaign helped H&S Law Group achieve strong year-over-year growth in Google Search performance and major improvements in local search visibility.
The Challenge
Before the campaign gained traction, the firm had limited visibility for many important legal search terms. Several valuable keywords were either ranking poorly or not generating meaningful search traffic.
Local search visibility was also weak in key areas. For multiple legal keywords, Local Falcon ranking grids showed the firm appearing around 20+ positions across most map points, meaning potential clients were more likely to find competitors first.
The main challenge was to improve visibility across both:
Organic Google Search
and
Local map rankings
without relying on paid ads as the main growth channel.
The Strategy
The SEO approach focused on building stronger search visibility around legal topics, attorney pages, local intent keywords, and practice-area content.
The strategy included:
- Improving search visibility for branded and non-branded legal terms
- Strengthening practice-area pages such as defamation, property damage, civil litigation, and real estate attorney topics
- Creating and optimizing content around high-intent legal searches
- Supporting local SEO growth for important map-based keywords
- Improving topical relevance so Google could better understand the firm’s legal services and locations
The focus was not just on ranking for the firm’s name, but also building visibility for search terms potential clients actually use when looking for legal help.
Results
Organic Search Growth
Over the last 3 months, H&S Law Group saw strong year-over-year growth in Google Search Console.
Metric | Same Period Last Year | Last 3 Months | Growth |
|---|---|---|---|
Total Clicks | 548 | 2.49K | +354% |
Total Impressions | 93.6K | 382K | +308% |
Average CTR | 0.6% | 0.7% | Improved |
Average Position | 57.7 | 16.9 | Strong ranking improvement |
Case study line:
In just the last 3 months, H&S Law Group generated 2.49K organic clicks and 382K search impressions, compared to only 548 clicks and 93.6K impressions during the same period last year.
Recent 28-Day Performance
The momentum also continued in the most recent 28-day period.
Metric | Same Period Last Year | Last 28 Days | Growth |
|---|---|---|---|
Total Clicks | 202 | 723 | +258% |
Total Impressions | 33.8K | 128K | +279% |
Average CTR | 0.6% | 0.6% | Stable |
Average Position | 56.3 | 17.5 | Strong ranking improvement |
Case study line:
In the most recent 28-day period, organic clicks increased from 202 to 723, while impressions grew from 33.8K to 128K year over year.
Local SEO Ranking Improvements
Local Falcon data showed a clear shift in local map visibility.
For keywords like:
- Civil Litigation Attorney
- Law Firm
- Personal Injury Attorney
the ranking grids improved from mostly red 20+ ranking positions to significantly stronger green/yellow rankings.
Civil Litigation Attorney
Before: Mostly 20+ positions across the map grid
After: Mostly #1 rankings across the target area
Law Firm
Before: Mostly 20+ positions
After: Many locations moved into the #1–#7 range
Personal Injury Attorney
Before: Mostly 20+ positions
After: Many locations improved into the #1–#8 range
Case study line:
The local SEO improvements helped the firm move from limited map visibility to stronger presence across key local search areas, making the business more visible to people searching for legal services nearby.
Top Performing Pages
Several pages became major contributors to organic search growth.
Page / Topic | Clicks | Impressions | Avg. Position |
|---|---|---|---|
Homepage | 691 | 118,854 | 5.36 |
5 Common Types of Civil Lawsuits | 380 | 68,334 | 8.21 |
Eric S. Hausman Attorney Page | 258 | 1,598 | 3.79 |
Defamation Lawsuit Attorney NJ | 235 | 15,786 | 11.17 |
Property Damage Claims Attorney NJ | 142 | 4,734 | 15.20 |
Real Estate Attorney Required in NJ | 68 | 9,475 | 5.54 |
Top Mistakes During a Civil Lawsuit | 57 | 13,011 | 4.26 |
Case study line:
The strongest growth came from a mix of homepage visibility, attorney profile pages, and optimized legal content targeting real search questions and practice-area intent.
Keyword Wins
The campaign also created visibility for important legal search terms.
Examples include:
Keyword | Clicks | Impressions | Avg. Position |
|---|---|---|---|
types of lawsuits | 44 | 1,062 | 2.58 |
types of lawsuit | 20 | 634 | 2.46 |
property damage lawyer NJ | 8 | 206 | 3.06 |
NJ defamation lawyer | 8 | 79 | 3.28 |
defamation lawyer NJ | 7 | 128 | 3.17 |
new jersey defamation lawyer | 5 | 47 | 3.19 |
Case study line:
The firm began ranking for both educational legal searches and higher-intent practice-area keywords, helping build visibility at multiple stages of the client journey.
Want similar growth for your law firm?
If your law firm is struggling to get found on Google, a focused legal SEO strategy can help you improve visibility, attract more qualified traffic, and compete in your local market.
Book a legal SEO audit with our AZ law firm marketing company and see how your firm can grow with BizMap Legal.