Goal

→ Increase organic search visibility for legal service–related keywords in Queensland

→ Improve search rankings for high-intent legal queries

→ Drive qualified local traffic to the Queensland service page

→ Strengthen local authority in the competitive legal services market

→ Improve click-through rate (CTR) and overall search performance

Tools & Technologies Used

→ Google Search Console (GSC) – Keyword performance, impressions, clicks & ranking analysis

→ Google Analytics (GA4) – Organic traffic behaviour & engagement analysis

→ AI-based SEO tools – Keyword intent mapping, content optimisation & semantic analysis

→ SEO Crawling Tools – Identifying technical errors (404s, broken links, indexing issues)

What I Did

1️⃣ Local SEO & Page-Level Optimisation

→ Optimised the Queensland location page for local legal search intent

→ Enhanced title tags, meta descriptions, and headings to align with legal service keywords

→ Improved internal linking to strengthen topical relevance for Queensland-based searches

2️⃣ AI-Driven Content Optimisation

→ Refined legal content using AI-assisted keyword mapping

→ Improved semantic relevance while maintaining legal accuracy

→ Structured content to address informational and transactional legal queries

3️⃣ Technical SEO Improvements

→ Reviewed indexing and crawlability of the Queensland service page

→ Fixed on-page technical inconsistencies impacting search visibility

→ Ensured clean URL structure and optimal page experience signals

4️⃣ CTR & Search Appearance Optimisation

→ Optimised meta descriptions to improve search snippet appeal

→ Aligned page content with user intent to reduce pogo-sticking

→ Improved keyword targeting for high-impression, low-CTR queries

5️⃣ Performance Monitoring & Refinement

→ Continuously analysed GSC data to track ranking improvements

→ Adjusted on-page elements based on keyword performance trends

→ Focused on sustainable growth rather than short-term spikes

Challenges / Learnings

→ Legal SEO in Queensland is highly competitive, requiring precise intent targeting

→ Maintaining compliance and accuracy while optimising legal content was critical

→ High impressions with moderate CTR highlighted the importance of SERP optimisation

→ Reinforced that local relevance and authority signals are key for law firm SEO success

 Results / Outcome (Google Search Console)

→ Organic Clicks increased by 786%, indicating a significant rise in high-intent search traffic for legal services in Queensland

→ Search Impressions grew by 400%, reflecting substantial improvement in keyword visibility and SERP presence

→ Overall Organic Growth improved by 590%+, driven by strong gains in visibility, rankings, and user engagement

→ Queensland service page achieved greater dominance for competitive legal search terms

→ Improved alignment between search intent, content relevance, and SERP presentation