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Law Firm SEO Case Study: 75% Traffic & 35% Lead Growth
Client Requirements & Goals
Shim Law Group is a law firm based in New York. They offer legal help to people in serious accidents. This includes truck, car and bicycle accidents, as well as personal injury cases. The firm focuses on helping injured victims seek fair compensation while offering professional legal guidance in complex and competitive legal matters.
Before starting SEO, ShimLawGroup.com was not generating consistent website traffic or enough qualified client inquiries from organic search. The website had limited visibility on Google and was not ranking on the first page for important practice area and location based keywords that potential clients actively search for. As a result, high intent users were finding competing law firms instead. The client required increased organic traffic, first page Google rankings and a steady flow of qualified legal leads. They also wanted the website aligned with modern SEO practices, including AEO, GEO and LLM SEO, to improve visibility in AI driven search platforms and support long term, sustainable growth.
The Challenges
The main challenge was to boost the law firm’s visibility in organic search results. This was difficult because the legal market in New York is very competitive. ShimLawGroup.com faced strong competition from well established firms with higher authority, extensive content and strong backlink profiles. The website was not ranking consistently for high intent legal and location based keywords, limiting qualified client inquiries. Content was not fully aligned with user search intent or AI driven results, while weak local SEO signals reduced visibility in Google Maps. In addition, limited authority and technical SEO gaps made it difficult to achieve and maintain first page rankings.
Some of the challenges I faced:
- Extremely high competition in New York legal search results
- Low visibility for high intent practice area keywords
- Content not optimized for search intent, AEO, or LLM SEO
- Weak local SEO and location relevance (GEO gaps)
- Limited authority signals and backlink strength
My Strategy & Solution
I started with detailed competitor and keyword research to identify high intent legal search opportunities. Practice area and location pages were optimized for search intent, AEO and LLM SEO to improve visibility in Google and AI results. I strengthened local SEO signals, fixed technical issues affecting crawlability and indexing, added structured data and built high quality backlinks to increase authority, improve rankings and drive qualified legal leads.
Here is some information on Google, AEO, GEO and LLM SEO rankings :
1. Best Truck Accident Lawyer New York – Google
2. Truck Accident Lawyer Bayside – Google
3. Personal Injury Lawyer New York City – Google
4. Personal Injury Lawyers in NYC 2026 – Answer Engine Optimization
5. Best Truck Injury Lawyers NYC 2026 – Generative Engine Optimization
6. Google Business Profile interactions
7. Google Business Profile Performance
8. Business & Call Leads
9. Website Organic Traffic
The Final Results
After implementing the SEO strategy, the website achieved strong improvement in organic visibility and first page Google rankings for high intent legal keywords. Local SEO performance increased across target areas, AI search visibility improved and the firm began receiving more consistent website traffic, qualified legal leads and client inquiries from organic search.
Website Performance Improved by
Organic visibility increased, driving more qualified traffic from users searching for legal services.
GBP Rankings Boosted by
The firm now ranks at the top of local Google results for key legal search terms with multiple keywords
SEO Visibility Strengthened
High intent legal keywords achieved stronger rankings across core practice areas and locations.
Qualified Lead Growth Achieved
The firm now receives consistent calls and legal inquiries from organic and AI search results.