Adelaide Conveyancing and Law Firm saw a 144% Visibility Surge on Google Search

About the Law Firm

Established in 1976, the firm has been a cornerstone of property and legal services in South Australia. With over 45 years of dedicated service, they’ve not only earned a reputation for excellence but have continuously expanded their offerings.

From conveyancing to intricate legal matters, their expertise is vast, backed by strategic acquisitions and technological investments since 2021. Their commitment is unparalleled, providing comprehensive services to anyone within the property industry spectrum.

The Challenge

When we started the campaign around May to June 2022, the goal was clear: help the firm dominate the conveyancing search market in South Australia. They already had a strong presence offline, but their online visibility didn’t match. Their website lacked basic SEO foundations, and they were missing out on valuable traffic and leads.

The firm had little to no ongoing SEO activity. There were no optimised service pages, no keyword-targeted blogs, and no regular updates to help the site stay competitive. Their competitors, many of them less experienced in conveyancing, were ranking higher simply because their sites were better optimized.

Technical issues were also holding them back. The site was slow, not fully mobile-ready, and lacked structured data. These issues affected how search engines read and ranked the site. On-page content wasn’t much better. Pages weren’t aligned with user intent, and headings and metadata didn’t support ranking goals.

Content was another weak point. There was no content calendar and no strategy around targeting keywords that people were actually searching for. The firm needed more than just general information. They needed pages that spoke to buyers, sellers, and property investors looking for answers about the conveyancing process in Adelaide and across South Australia.

To make things more challenging, the site had a weak backlink profile. There were very few quality links pointing to the site, which made it harder to compete against better-established domains.

Fortunately, the client was proactive and engaged. They worked closely with us on all recommendations—from technical fixes to content topics. This collaboration helped move things faster. I handled everything from technical and on-page SEO to content strategy, blog planning, link building, and Google Business Profile optimization. Since then, they’ve continued on an active retainer, expanding their coverage beyond Adelaide into more regional areas across South Australia.

Where I Rocked

I took full ownership of the firm’s SEO campaign starting in June 2022. From technical audits to content execution, I led the strategy and day-to-day work across every aspect of their search visibility. The goal wasn’t just to fix what was broken. It was to build a long-term SEO engine that could support growth across South Australia. Here’s what I handled:

The site had several technical issues that were blocking performance. I ran a complete audit, resolved crawl errors, fixed 404 pages, and improved page speed. I also worked on mobile responsiveness and optimized the site structure to make it easier for search engines to navigate and index. These changes laid the groundwork for stronger performance across all pages.

I reviewed every page and optimized the metadata, headers, internal linking, and keyword usage. Each page was restructured to align with search intent and conversion goals. This made the site more competitive for both core conveyancing keywords and long-tail variations. I also added location signals where needed to support their geographic expansion.

The original service pages were thin and lacked direction. I rewrote them to highlight the firm’s value and experience, using keyword-rich language that answered common search queries. I also added structured FAQ content using schema markup, helping these pages stand out in the search results with enhanced snippets.

I created and managed a long-term blog content calendar, focused on topics tied to common legal and property questions in South Australia. Each post was written to rank for specific informational keywords and build authority over time. This also supported internal linking efforts and improved topical relevance.

Local SEO was a key growth channel. I optimized their Google Business Profile for Adelaide and rolled out new profiles as they launched in other cities. I also created local landing pages with consistent NAP info and locally relevant content, helping them show up in the map pack and local results.

To support long-term SEO strength, I built quality backlinks through directory listings, citations, and guest content. These links added trust to the site and helped improve its rankings in competitive searches. I focused on relevance and quality, avoiding low-value or spammy link schemes.

Every month, I tracked performance and adjusted the strategy based on what worked. Whether it was improving underperforming pages, updating outdated posts, or targeting new suburbs, the campaign moved with purpose. The client received regular updates and stayed closely involved, which made decision-making and implementation much smoother.

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