SEO Case Study: Effective Link-Building for a Legal Website in Local Search – Traffic Growth Achieved
SEO-promotion, link-building
A project offering affordable legal services via subscription, allowing users to receive consultations and support on a wide range of legal matters without high hourly rates
– Increase the number of search-driven visits to a legal website targeting a local audience
– Improve the website’s visibility in Google search results
– Attract high-converting traffic to the site
Subscription-based legal services for individuals and small businesses
April, 2023 - present day
USA
Challenges of the project
About the project:
A local website operating in a highly competitive and narrowly focused niche is always a challenge for SEO professionals—especially in the legal sector, where regional competition often rivals the national level. These kinds of projects require a tailored link-building approach: prioritizing regional, high-trust platforms, developing local content, and building a robust and credible backlink profile. In this context, website reputation becomes a key success factor, and each backlink must underscore the site’s authority and reliability.
The owner of a legal website targeting audiences in New York and surrounding areas approached RegisTeam. Despite strong competitors with high-traffic, million-visit websites, the client had solid advantages that could be effectively leveraged for promotion. Our key goals were to improve the site’s search rankings for relevant keywords and attract high-quality, targeted traffic.
While implementing our strategy, we considered the specific characteristics of local search and the competitive landscape, aiming to build a well-structured backlink profile focused on reputable, locally relevant sources.
Project analytics prior to collaboration
Project visibility:
Conclusion:
When a project shows zero visibility in Serpstat, it means the site is virtually absent from search results for the tracked keywords. This typically happens when a site doesn’t rank within the top 30 results, making it practically invisible to potential users in Google search.
Serpstat calculates visibility based on keyword rankings and search volume, so even a site with good content may show zero visibility if it’s not optimized for relevant queries or is outranked by competitors.
This was the exact situation faced by our client in a highly competitive niche—having lost rankings for all target keywords. Despite efforts in on-site optimization and content creation, the website failed to attract organic traffic. In such cases, our team focuses heavily on external SEO and building a strong backlink profile, as high-quality external links can significantly improve visibility and ranking.
Our goal was not only to raise keyword rankings, but also to ensure stable visibility in search results and secure high positions long-term.
Traffic analysis:
Conclusion:
Insufficient traffic to a website from search engines indicates that the number of visitors coming to the site through search engines such as Google or Bing is extremely low. This may indicate problems with the site’s visibility in search engine rankings, poor optimization for targeted keywords, or high competition in the niche. There may also be technical errors on the site, lack of external links or lack of quality content that can attract users from organic searches.
At the time, the website’s backlink profile included only 10 referring domains, with a Domain Rating (DR) of just 0.6 according to Ahrefs.
Conclusion:
Previous link-building efforts were practically non-existent.
Backlink profile dynamics:
Conclusion:
The backlink profile analysis revealed a clear lack of development and no systematic link-building efforts. With only 10 referring domains and an almost zero DR, the site had no high-quality links from authoritative platforms.
The negative growth trend in backlinks indicated that there had been no structured efforts to build link mass in the past. Moreover, the absence of progress pointed to missed opportunities to improve the site’s rankings. Without revising the link-building strategy and actively acquiring links from trusted resources, further growth in organic traffic would be severely hindered.
Anchor text analysis:
Conclusion:
The anchor text analysis revealed clear structural issues and a lack of diversity, which negatively impacted the backlink profile and how the site is perceived by search engines.
1. Low Diversity in Anchor Profile: The anchor texts are overly repetitive, with examples like “example.com” (8.6%) and “example.co” (4.6%) dominating. This raises the risk of over-optimization and triggers suspicion from search algorithms.
2. Presence of Low-Quality and Spam Anchors: We identified strange and seemingly random anchors such as “1xJSeZFxLb8PDwh” (0.7%) and “w6N3yJe0LAGpVNp” (0.6%). These often indicate links from low-quality or auto-generated sources, undermining the site’s trustworthiness.
3. Problematic and Toxic Links: Of particular concern was an anchor like “LINKS FORбTELEGRAM @happygrannypies” (1.0%), a clear indicator of spammy backlinks that may result in search engine penalties.
4. Lack of Topical and Branded Anchors: Only 1.1% of anchor texts included the brand name “Law Firm”, which is not enough to establish a strong branded presence.
5. Empty Anchors: There was a notable presence of empty anchors (1.0%), signaling technical or linking errors that degrade the overall backlink profile.
6. Overuse of Legal Administrative Anchors: Anchors like “Privacy Policy” and “Terms of Use” hold little value in terms of link-building, especially when overly represented.
RegisTeam recommendations
– Rework the link-building strategy with a focus on acquiring high-quality backlinks using topical anchor texts.
– Clean up the profile by removing or disavowing harmful and spammy links using Google Disavow.
– Increase the share of branded and relevant anchors—for example, use phrases like “Law Firm,” “Legal Assistance,” or “Family Lawyer”.
– Fix empty anchors by identifying their sources and replacing them with meaningful texts.
– Create a natural anchor text structure by mixing branded, navigational, and commercial anchors to reduce the risk of penalties.
A comprehensive revision of the anchor list and a refined strategy helped improve the website’s visibility in search results and strengthen its positions for key queries.
Regional analysis of referring Ddomains:
Conclusion:
The regional breakdown of referring domains revealed a noticeable imbalance in the backlink profile’s geographic distribution. Key insights:
♦ Dominance of Generic Top-Level Domains (TLDs):
– Domains with the .com extension make up 53.9% of the total (185 domains), typical for sites with global reach.
– Other generic TLDs like .net (5.0%), .online (3.5%), .site (2.3%), .org (2.0%), and .info (1.5%) are also widely present.
– This indicates that most backlinks come from sources without a clear regional affiliation, which may weaken local SEO efforts.
♦ High Proportion of Indian Domains (.in):
– Domains with the .in extension make up the second-largest group at 12.8% (44 domains).
– This reflects a strong influence from Indian websites on the backlink profile, which is misaligned with a strategy focused on a different local audience.
♦ Mixed Geography and Exotic Domains:
– The presence of .io (1.5%) and .co (1.5%) domains suggests links originating from British Indian Ocean Territory and Colombia, respectively.
– There are also a few backlinks from .pw (Palau), which is unusual and may indicate low-quality or accidental link sources.
Team actions
The main issue is the lack of a clearly defined local component in the backlink profile. Despite the presence of numerous domains, most of them belong to generic zones or irrelevant regions (e.g., India, Palau).
Recommendations:
◊ Strengthen the local backlink profile:
– Focus on acquiring links from region-specific domains that match the target market (e.g., .us, .nyc for the USA and New York).
◊ Evaluate the quality of Indian backlinks:
– Check the trustworthiness and relevance of .in domains, as an excessive number of Indian links may appear unnatural to search engines.
◊ Increase the share of links from authoritative local resources:
– Develop a strategy to obtain links from news portals, business directories, and niche websites related to the target region.
◊ Eliminate low-quality and exotic backlinks:
– Clean up the backlink profile by disavowing irrelevant and suspicious links from domains like .pw, .io, .co.
A comprehensive approach to backlink optimization with a focus on local domains will help strengthen the website’s positions in the target region and boost search engine trust.
Link building with RegisTeam
To achieve the client’s goals within the link building campaign, we selected the following methods: crowd marketing, local directory listings, and press releases.
– Using local directories allows Google to gather more information about the project, which positively impacts rankings for target queries. Moreover, these directories contribute to a backlink profile with neutral and natural-looking links.
Example:
– Crowd marketing helps communicate the project’s message to the target audience through active participation in communities. This increases brand loyalty and drives traffic to the website. Additionally, working with crowd links supports natural link growth by placing organically integrated links on relevant forums, Q&A websites, and article comments.
Example:
During the link-building process at RegisTeam, we apply strict criteria to the platforms where links are placed. First, we consider the Ahrefs DR metric — it must be no lower than 20. Second, we verify that the link appears directly in the page’s code and is not blocked from indexing by tags. To create a natural anchor list, we use keywords as anchors, complemented by surrounding context. To sustain steady growth of the backlink profile, we attract 5–7 new keywords every month.
– Publishing themed press releases on carefully selected donor platforms effectively communicates project information to the target audience through authoritative media channels. This boosts brand recognition and builds user trust.
– In addition, working with press releases supports the positive growth of the backlink profile by providing natural links on relevant information platforms and news websites, improving the site’s search engine rankings.
Example:
Link distribution strategy by method and type
Below is a summary table of the RegisTeam link-building strategy for a law firm’s website:
| Term/Method | Planned Link Count | Method Description | Priority | Paid/Free |
| Guest Posts | 10 | Publishing articles on niche platforms with backlinks | High | Mixed |
| Legal Firm Directories | 5 | Listings in legal and attorney directories | Medium | Free |
| Press Releases | 3 | Publishing news and events mentioning the brand | Medium | Paid |
| Forums and Discussions | 15 | Commenting on legal forums with a website link | Medium | Free |
| Social Media | 20 | Posting links on social media pages and profiles | High | Free |
| Link Exchange | 5 | Exchanging links with partners or related sites | Low | Mixed |
| Partner Programs | 3 | Link placement on partner websites | Medium | Mixed |
| Natural Mentions | 7 | Organic mentions of the website in niche content | High | Free |
| Reviews and Recommendations | 10 | Earning backlinks through testimonials and recommendations | Medium | Free |
| Content Marketing | 8 | Creating valuable content with a natural backlink profile | High | Free |
| Crowd Marketing | 12 | Participating in discussions and comments with backlinks | Medium | Free |
| Infographics | 5 | Creating infographics with embedded backlinks | Medium | Mixed |
| Legal Blogs | 10 | Publishing on authoritative legal blogs | High | Free |
| Media Mentions | 2 | Placing links through media collaborations | High | Paid |
| Link Purchases | 10 | Buying links on niche platforms | Low | Paid |
Key strategy highlights:
1. Priority methods. The strategy focuses on high-priority methods, such as:
– Guest Posts (10 links/month): One of the most effective ways to gain high-quality backlinks from legal and related websites.
– Social Media (20 links/month): Active presence on social platforms helps attract traffic and increase brand awareness.
– Content Marketing (8 links/month): Creating valuable, relevant content encourages natural mentions and backlinks.
– Natural Mentions (7 links/month): Supports the organic growth of the backlink profile.
– Legal Blogs (10 links/month): Leveraging authoritative blogs to secure high-quality backlinks.
– Media Mentions (2 links/month): Building brand trust through media publications.
2. Medium-Priority Methods. Medium-priority methods include:
– Legal Directories (5 links/month): Useful for local SEO and industry-specific positioning.
– Forums and Discussions (15 links/month): Attracting niche traffic through active engagement.
– Crowd Marketing (12 links/month): Establishing expert reputation via participation in discussions.
– Partnership Programs (3 links/month): Strengthening business ties and increasing visibility.
– Press Releases (3 links/month): Generating informational triggers for brand mentions.
Financial aspect:
Methods are categorized by cost:
– Free Methods: Forums, social media, crowd marketing, legal blogs.
– Paid Methods: Press releases, link purchases, media mentions.
– Mixed Methods: Guest posts, link exchange, partner programs, infographics.
Results
We integrated authoritative donor sites into the website’s backlink profile and ensured steady growth of link volume:
Backlink profile dynamics:
Thanks to the placement of crowd-marketing links, as well as links from directories and press releases, resulted in a backlink profile that is both diverse and natural:
Purchasing links from local directories and communities helps Google better understand the project’s geographic focus and target audience:
The website’s positions in Google improved for the target keywords:
The majority of traffic now comes from search engines:
The site’s visibility on Google grew, along with the number of user visits:
Summary
This case study demonstrates the successful implementation of a backlink strategy for a legal website with a strong focus on local SEO. A comprehensive approach to link building — including crowd marketing, local directories, and press releases — significantly improved the site’s visibility on Google and increased traffic. The dominance of organic traffic confirms the effectiveness of the strategy, while placement on local platforms helped Google better understand the project’s geographic targeting. As a result of smart link distribution, the site’s backlink profile became more diverse and natural, minimizing the risk of penalties.
*This case study discloses only the information permitted under the Non-Disclosure Agreement (NDA) signed by both parties
Looking to achieve similar results for your legal website? Get in touch with RegisTeam, and we’ll take your project to the next level!
