Bott & Co is a firm of personal injury solicitors in Wilmslow, Greater Manchester. Following a rebranding of the website, Bott & Co sought an organic SEO campaign to improve their online presence and visibility. The company performed well for branded terms, but there was an issue relating to non-branded terms such as ‘personal injury compensation’ and ‘motorbike accident claims’.
With personal injury claims being one of the most competitive online businesses, an integrated content-led approach was required with support from good quality links.
As a successful law firm, Bott & Co realised the importance of online traffic and that people search in vast numbers for information about personal injury compensation. We were tasked to conduct research into online behaviour surrounding personal injury claims and it look at the language and popular types of queries used in searches.
We gathered all the necessary data and put together a monthly SEO plan which would ensure solid month-on-month growth for their targeted key terms.
The specific aims of our search strategy were:
The approach for improving Bott & Co’s online visibility was to conduct very careful research into personal injury claims, with a specific focus on ‘motorbike accident compensation claims’. The sheer amount of related searches meant sifting through and finding the most suitable key terms for the site. Once done, we set about generating optimised content, categorising it accordingly, and pursuing relevant high quality links for different areas of the site.
After three months of search engine optimisation, Bott & Co began to see good results. Our focus was on non-branded terms, and for a long time the site received mainly branded terms. With our multi-approach to on-page and off-page SEO, we successfully managed to increase non-branded traffic to the Bott & Co site by 257%, increasing opportunities for claims leads.
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