LegalZen Case Study
Read the case study and find out what specific optimization actions we applied to LegalZen. See how we managed to improve organic traffic by 50%.
1. About the LegalZen Project – Legislation and Contracts
LegalZen provides legal information to support users in managing their legal needs. They partner with third parties to connect users with independent attorneys who can provide personalized advice. However, LegalZen is not a law firm and does not provide legal advice.
In addition to legal advice, they also offer contract templates that can be customized by the user according to the specific needs of their business.
Their website is built using WordPress, and their objective was to exponentially increase the visibility of their brand, as well as the visibility of the services offered: editable contract templates and legal advice.
2. What have we implemented for LegalZen?
Applying an SEO strategy for 6 months
We developed a 6-month SEO plan to increase brand visibility through various Technical SEO, On-Page SEO and OFF-Page SEO techniques.
Technical implementations in WordPress
After carrying out the technical audit for the website, we started to fix the problems found. I did the implementations in WordPress (the CMS used by LegalZen).
Content optimization & SEO quick wins
We started with quick SEO wins like optimizing meta tags on existing pages, and then continued with content optimization.
Technical implementations
- The sitemap contained irrelevant pages that were not wanted to be indexed by search engines. The solution was to reconfigure the Sitemap.xml through RankMath with the relevant URLs, to be more easily indexed and thus visible on SERPs (Search Engine Results Pages).
- There were problems with JavaScript rendering for some sections of content, so there was a possibility that search engines would not correctly see all the content on a web page. The solution was to rethink those sections and serve them using mostly just HTML and CSS.
- We installed and configured some specific plugins to help with speed and Core Web Vitals.
Keyword research & mapping
- We mapped keywords to existing pages or new pages (that were subsequently created)
- Prioritizing the list of keywords according to search intent and business relevance
Content optimization strategy
After keyword mapping, I achieved the following:
- We optimized the structure & content of the existing pages for model contracts
- We have optimized the structure & content of existing Blog posts
- We created specific SEO Tags for each page
- We added internal links, mainly using the blogs to send signals to the contracts pages
- We have created new pages for model contracts
- We have created more complex schema code (compared to the generic output generated by RankMath), mainly using FAQ schemas
Off-Page SEO strategy
Some of the basic tactics we used were:
- Creating foundational backlinks to help the LegalZen entity be seen more clearly by Google, as well as help a bit on the authority side
- Optimizing their Google Business Profile
3. Results and conclusions for LegalZen
Organic performance 6 months ago, before we started our optimizations:
Organic performance for the last 6 months of 2024 after we’ve done the implementation:
You can also see the increase in the number of referring domains:
Data from Search Console:
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