KMJ Solicitors

As their previous Google Ads campaigns were too broad in the keywords they were targeting, and contained a range of issues, we took the decision to create completely new campaigns. These were focused around KMJ’s key service offerings; ‘Divorce’, ‘Child Custody’, ‘Nuptial Agreement & Cohabitation’ and a campaign targeting more general ‘family law’ related terms. 

To ensure the traffic through our adverts was of a high-quality, where users had shown the right level of search intent, we implemented a granular structure within our campaigns, an approach that has historically brought us strong results within the legal sector. Applying the single-keyword-per-ad-group method, every keyword we were bidding on had its own bespoke advert. By implementing this specialised law marketing service, this allowed us to have a high level of control on a keyword level, bidding up or down on each depending on results and the quality of traffic.  

Our efforts in the initial few months of the campaigns were centered around optimisation, making sure ads were only served to searchers who had shown intent to make an enquiry. Since then we have worked to maintain this high standard of traffic while continuously looking for opportunities to add new keywords to build on the strong results. 

As with any new SEO project, the initial stages involved an audit of the KMJ Solicitors website and the subsequent clean up of any technical issues and errors impacting site health. At this stage we also developed a tailored keyword strategy, identifying the optimum keywords for each service page and any relevant long-tail keywords that could be the focus of supplementary blogs in ‘keyword clusters’. We applied a service-led approach of this kind as, from our experience working with clients in the legal sector, it would make the KMJ Solicitors’ website organically more visible for keywords likely to bring good quality organic traffic to the website. 

Alongside implementing our keyword strategy by enhancing website copy, optimising meta data, fine-tuning internal linking, and advising on blog titles, we also focused on increasing KMJ’s local organic presence and domain authority score. We worked to achieve this by featuring the right ‘location’ keywords on the website, optimising their Google Business Profile and online directories profiles,  and by sourcing backlinks from relevant websites.