Case Study
Criminal Defense Attorney

With over 20 years experience in website development, SEO, and digital marketing, we have a select few case studies to present on a revolving basis to showcase an individual experience and result study. This study shows a case that won us the New Orleans American Marketing Association Marketing Award of Excellence (AMA MAX) for Search Marketing.

Categories

SEM

Award-Winning Digital Marketing Campaigns

Case Study: Internet Marketing and Website Development

Summary of Campaign

A criminal defense attorney in New Orleans who began her own practice contacted Webtyde Digital Marketing wanting a website and Internet marketing campaign for organic search engine visibility.  The client was an industry expert in criminal law in Louisiana and was an active writer for various online forums.  She was looking to establish a website and blog that would showcase her business and industry articles so people in need of criminal defense information or an attorney in New Orleans would be able to find her when searching online.

Marketing Challenges

The search marketing challenge for the client was getting a new URL, with a new website, with search results in the millions ranking within the top 10 on the first page in Google organic search engine results for “New Orleans criminal defense” within three to six months.  The average numbers of search results Google were over 1.5 million.

Main Limitations

New URL – Newly created URLs usually take much longer to rank organically in Google than established URLs that are over a year old.  This presents difficulty to SEOs since the inbound links are limited or non-existent.

Inbound Links – We overcame this situation by tracking down all mentions of the client and added a link to the listing to her new website URL. The utilization of optimized online press releases allowed us to submit fresh news of the client to thousands of online news outlets, creating new inbound links.

Target Audience

The definition of our client’s target audience are people who have been charged with a crime in New Orleans and need a criminal defense attorney that specializes in DWI defense, sex crimes defense, and drug crimes defense. These are the fields in which the client specializes.

Campaign Objectives

The campaign objective was to increase brand visibility in organic search engine results for specific targeted keyword phrases to bring new business to our client. Our specific goals for the campaign were to target and track 13 keyword phrases to see how each one ranked in the search engines by using third-party ranking software.  Our goal was to show ranking results on the first page of Google for 50% of targeted keyword phrases.  We also wanted to integrate her Twitter, Facebook, LinkedIn, YouTube, Google+ and any other web presence into the overall website marketing campaign to increase the ranking results for her targeted keywords.

Strategy

The strategy upon which the website and SEO campaign is based is that of visibility and clear calls to action. The client needed an extremely visible professional website that would bring in new business. Keyword research was conducted and analysis was performed to choose the keywords with the best potential for conversion. These keywords were chosen based on:

  1. The most relevant to her services offered
  2. The most searched

These keywords were created into the top 13 targeted keyword phrases, which were the basis of the entire Internet marketing campaign.

Our Strategy Consisted of the Following

  • Created a targeted keyword campaign based on keyword research and analysis of her target market and profit centers.
  • Purchased newly created, SEO-friendly URL.
  • Customized a template website and created five pages.
  • Optimized the website for her targeted keywords.
  • Added a customized WordPress blog to her new website that allowed her to post her blogs to her own website rather than other trade websites.
  • Provided optimized online press releases to increase brand awareness and inbound linking.
  • Incorporated her social media accounts to create one complete and organized search engine marketing campaign.
  • Redirected current client efforts to achieve maximum effectiveness

Campaign Objectives

Since the client did not have an Internet marketing campaign and her website was non-existent, a creative approach to the campaign had to be developed to utilize her entire existing web presence in blogs and social media.  The strength of uniting her brand presence on the Internet in order to increase the strength and results of her website marketing campaign was vital. My team would have to incorporate the following items, existing or not, to all work as complimentary pieces to properly establish a consistent brand name and brand awareness for her search marketing campaign.

  • Keyword Campaign
  • Optimized Website
  • Social Media
  • Inbound Links
  • Optimized Blog

The innovative approach we took with our client’s website marketing campaign was to update and incorporating as much of her existing web presence based off her targeted keyword phrases to form one united website marketing front to maximize the visibility and effectiveness of her organic search engine rankings.

Marketing Components

Included in the SEO campaign were two online press releases.  The online press releases compliment the SEO campaign by creating more online brand exposure.  When press releases are submitted, they are picked up and posted by various media outlets. The embedded links in the online press release create valuable inbound links from various online news sources.

Evidence of Results

High traffic and high organic rankings immediately following launch of website:
A) New URLs usually take much longer to rank than established URLs
B) High Organic Keyword Rankings

  • 85% or 11 out of 13 targeted keyword phrases ranking on the first page of Google 
  • Ranked  #2 out of 1.8 million results for her primary targeted  keyword phrase, “New Orleans Criminal Defense”  
  • “Criminal Defense New Orleans” #3 out of 1.7 million
  • Client reported increased telephone inquiries after launch of website which lead to her acquiring more clients.

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