When Sive, Paget and Riesel (SPR) approached us to help them increase their visibility online we were excited; excited because we saw a lot of quick wins for them off the bat.  Their site had been built with best practices; unfortunately they were the best practices of the year 2000.  They were in need of a refresh.  

 

We identified several target areas for optimization including Natural Search and Content optimization.  They held the unique position as New York’s only Environmental Law firm, however, the search results for "Environmental Law Firm New York" didn’t show up on the first 2 pages on Google or Yahoo!  

We identified some keywords/phrases to target and refreshed the existing title tags, header tags and body content to zero in on those keyphrases.  SPR also showed interest in producing more content for the website, so we also integrated a blog into the website and posted the headlines on the homepage.  And once the blog went live, the posts started flowing!

 

As a result of implanting those quick wins and the blog generating new keyword-rich content on a regular basis SPR made leaps and bounds to the top of the Search Rankings.  Searches for "Environmental law firm New York" place SPR at #1 on Google, #3 on Bing.  "New York Environmental Law Firm" generates 2 results for Yahoo! on the first page; One link for the homepage and one for the blog homepage (position #3 and #5 respectively).  Lastly, "Environmental law blog" places the SPR Blog at #4 on Bing, #5 on Yahoo! and #10 on Google.  

 

Natural search is all about relevancy.  Implementing core optimization tactics to SPR’s website didn’t make the site relevant; it highlighted their existing relevancy and brought them to where they should be.  A win-win in the end.