Our client, a top personal injury law firm in New York City, wanted a more white-glove approach from their agency and was hopeful for a better return on their digital marketing initiatives when they decided to invest in our SEO and content creation services. 

The Challenge 

There were a few challenges that have been encountered throughout our time working with this client. Let’s dive into the top two challenges we’ve had to find solutions for. 

Low-Quality Content

When our team first began our engagement with this client, their biggest gripe and challenge with their old agency was that they were incredibly disappointed with the quality of the content being produced. 

New Domain 

A more recent challenge encountered was that our client unexpectedly had to change their domain name. Their previous domain had a strong authority score so our main challenge was to ensure that with the new domain, there were minimal negative SEO effects due to the change. 

The Keys to Success

When it comes to this client, there are a lot of factors that have contributed to their success, but let’s talk about the top three keys that have led to great success in their SEO efforts. 

Consistent High-Quality Content Creation and Uploading

Through our content process, we have been able to identify our client’s brand voice and ensure they are putting out content that they can feel proud of. 

We have been consistently creating and uploading five pieces of content per month and the benefits of producing consistent, high-quality content have certainly paid off. 

Obtaining Relevant Backlinks  

From the onset of our engagement, we have been working to obtain relevant backlinks for our client. This became increasingly more important once the domain was switched over because we had to build up the new domain’s authority by trying to update old backlinks previously secured while also working to secure new ones. With the help of backlinking successes, we have been able to increase the authority of the new domain and continue to see positive SEO improvements as a result. 

Return on Objective (ROO) Tracking 

One of the best ways to track the return on your marketing investments is to take the time to track your Return on Objective. ROO focuses on defining and achieving specific measurable objectives. At 9Sail, we have a built-out process for tracking this which is how we were able to calculate the results for this case study. 

Our client has been very diligent in filling out the ROO tracker and thanks to that, we have been able to determine an approximate revenue number for the SEO and content efforts we have been working on together. 

The Results 

Not only has our client seen consistent improvements in traffic coming from organic search but, so far this year (January 2024 – August 2024) they have seen over $1.2 Million in new client revenue for the firm from just Google Organic, equating to a return on objective (ROO) of just about 25X!

Key Takeaways 

• Consistency = KEY! 
• Don’t underestimate the value of relevant and high-quality backlinks 
• Take the time to accurately track your ROO or ROI