Long Tail SEO Success: A Case Study
Sydney Criminal Lawyers is Australia’s premier and most recognized criminal defense law firm. Seven years ago, they initiated an SEO strategy that has significantly increased valuable traffic to their website. This case study explores how long tail keywords have benefited them. If you discovered a method to boost your business website’s visitors by 7,000% and enhance your conversion rate by 700%—both impressive figures—by implementing high-quality and engaging blog content, how quickly would you seize that opportunity? Such a transformation could greatly affect revenue. Over the past seven years, our client, Sydney Criminal Lawyers, has achieved this. We are pleased to share their content strategy and results with our audience.
The long tail keyword strategy began seven years ago when we focused on targeting long tail keyword phrases and related topics for the SCL website. While these phrases were already generating some traffic, the SCL site had low visibility in organic search results, resulting in minimal visitor numbers for these keywords. We refer to these as “under-performing” long tail keywords. Long tail keyword phrases represent very specific terms that can hold significant value for a business but are not frequently searched, perhaps only a few times a month. However, when they are, attracting search traffic to your website can be extremely beneficial. Imagine ranking among the top three for thousands or even hundreds of thousands of these keywords. The aim is to dominate all types of long tail searches within your niche, which for our client involves content on criminal and traffic law.
The strategy involves posting at least five blog items each week to the SCL blog, integrating long tail keywords into the posts and/or exploring prevalent topics amongst the long tail. The writing for the blog was, and continues to be, led by the firm’s Principal lawyer, Mr. Ugur Nedim. Mr. Nedim is an esteemed criminal defense lawyer and has been recognized as an Accredited Criminal Law Specialist by the Law Society of NSW since 2005. Alongside these content initiatives, SCL also executes a comprehensive SEO and digital strategy that covers on-page SEO, off-page SEO, technical SEO, public relations, and social media marketing. Combined with their offline marketing efforts, these actions have established them as the leading Criminal Defense Lawyers in Australia.
The effectiveness of this SEO strategy stems from producing high-quality content about these under-performing long tail phrases and topics. In over 90% of cases, this leads to improved rankings from page 2 and beyond to page 1 on Google. As rankings improve, consistent content production utilizing these long tail phrases results in increased targeted organic traffic. Long tail phrases often demonstrate higher conversion rates than competitive primary phrases due to their more specific nature. For instance, “criminal lawyer in Parramatta for my assault charge” is more focused than simply “criminal lawyer Parramatta” and is more likely to convert visitors into inquiries. Ultimately, maintaining consistent content creation around long tail phrases not only boosts organic traffic but also enhances conversion rates and overall revenue.
It's crucial to always prioritize your audience and generate high-quality, relevant content. Producing content solely to target long tail phrases is ineffective; it must be engaging and valuable to your readers. When approached correctly, content can strengthen your brand’s authority and attract new clients. Quality content also garners PR attention, social engagement, and creates “naturally occurring” backlinks (external sites linking back to your content), which continually enhances your site’s SEO.
Patience and realistic expectations are key throughout this process. Marketing, promoting your content, and providing value may take time, but persistence will ultimately pay off. Additionally, a balanced marketing strategy encompassing both digital and offline efforts should accompany your SEO and content activities.
To learn more about leveraging long tail keywords or to get affordable assistance with your SEO, feel free to reach out. If your most immediate concern isn’t long tail keywords but rather legal issues, consider contacting Sydney Criminal Lawyers for guidance. You’ll also find that the SCL blog is filled with valuable information about criminal offenses, including penalties, defenses, the court process, and recent legislative changes, with new engaging content added daily.
