Local SEO: Paralegals from Canada increased phone calls coming from Google Business Profile by 100%

Introduction

Paralegals from Canada reached out to us to help them with local SEO. Improve their presence on Google local search, and as a result, get more bookings from their profile.

Story

The company was struggling with visibility in local search (i.e. “winnipeg traffic ticket”) as well, as with global search (i.e. “fight speeding ticket”). We decided to start by optimizing for local presence, as it is a quick win for the company. They already had a location-related page and Google Business Profile but didn’t optimize them well enough.

Challenge

Some challenges we had:

• High competition market
• Lack of local publications/websites for backlinking
• Poor technical optimization

Solution

• Conducted keyword research, paying the highest attention to local keywords (traffic ticket winnipeg)
• Fixed numerous errors on the website (H1’s, sitemaps, 404 pages, page speed, schema markup)
  • Client had multiple and duplicated headings on their pages. Sitemaps were not updated in real time, and missing a lot of pages. 
  • Some pages were removed during development and maintenance, therefore leading to broken pages that impact user experience. 
  • Schema markup was lacking on all pages, so we created special LegalService schema markup dedicated to companies, providing legal services. 
  • Optimized webpage titles to include keywords identified during keyword research. 
  • Page speed score was almost 20 on mobile devices, where we have implemented page caching and other optimization techniques to improve it to 95+. 
    

• Built local citations and backlinks
  

Result

Result for first 3 months of this campaign led to increased number of sessions to dedicated service page on website, as well, as increased amount of Google Business Profile calls. We “merged” together Google Business Profile and website page to drive better results.