This case study covers how a national nursing home injury law firm increased monthly traffic from 6,900 to 34,700 in 14 months through Stellar SEO’s advanced SEO and law firm link building framework. The website competes in a challenging market where search results include national medical publishers, legal information hubs, elder advocacy organizations, and attorneys in every state.
The firm needed stronger visibility for high-value practice areas, improved rankings across multiple states, and a website that aligned with how families search for nursing home abuse information.
A lot of firms focus on DA or DR, but rankings are usually held back by page-level authority and weak entity alignment. This project shows how relevance, depth, and page-level links create real growth even when DR stays nearly the same.
The client operates a national website that helps families understand nursing home abuse, elder neglect, and wrongful death claims. The firm represents clients across several states and needed an SEO strategy built for high-intent searches and complex case types. Competition came from state-level nursing home abuse attorneys as well as large DR 80–90 publishers that dominate informational queries. The site required deeper expertise signals, improved structure, and stronger alignment between content and client needs.
Search results for nursing home injury combine local attorney queries with broad informational searches, making the niche competitive for both law firms and national publishers. To compete, nursing home abuse attorneys must build topical depth, match search intent, and earn relevance-driven links that support visibility across multiple states.
Nursing home injury SEO requires outperforming both regional law firms and national medical publishers. Informational searches are dominated by DR 80–90 health and government sites, while commercial-intent searches favor localized attorneys with strong practice-area pages. Ranking in both areas requires comprehensive topics, attorney-reviewed accuracy, and structured pathways that help visitors understand abuse, liability, and legal options.
The client needed to compete in two types of search environments:
Their link profile lacked authority in real estate investing and financial services.
Competitors owned the semantic territory tied to DSCR loans and rental loans.
The website wanted more signed cases, improved keyword visibility, and a strategy that clarified expertise across different types of nursing home injury cases.
Our approach focused on strengthening topic relevance, fixing gaps in page-level authority, and improving the signals Google relies on to evaluate legal expertise. We restructured key pages, clarified attorney attribution, improved schema, and aligned practice-area coverage with how families search for nursing home abuse information. With this foundation established, we deployed the two core pillars of our system: Authority Content and Entity Link Building.
We developed 12 comprehensive content hubs that covered the full range of elder neglect issues, from falls and pressure injuries to medication errors, wrongful death, and facility liability. Each hub contained deep supporting pages to build topical completeness and internal linking strength. These hubs clarified expertise, improved page-level authority, and helped Google better understand which pages should rank for which nursing home injury queries across multiple states.
We earned relevance-first links from legal organizations, elder advocacy groups, and healthcare-related websites. These placements improved trust signals, clarified the entity, and supported high-value rankings, even though DR increased by only 1 point.
Success in this space required a structured keyword strategy. We separated searches into categories aligned with attorney intent and client needs:
Legal representation searches
These connect families to the right attorney and include state-level phrases like “nursing home abuse lawyer in [State].”
Case-type and injury category searches
Families often search by the type of harm, such as “nursing home fall attorney” or “pressure sore lawsuit help.”
Facility-level or incident-level searches
Queries related to specific facility failures or accident scenarios.
Research and informational queries
These attract large publishers but matter because they guide clients early in their search journey.
This structure helped the website attract more cases, increase leads, and expand its ability to represent clients in different states.
Several technical SEO improvements strengthened the site’s foundation:
These refinements helped Google understand the relationships among practice areas, improve crawl efficiency, and clarify the website’s expertise.
The site had overlapping pages, which weakened topical authority and clarity. We consolidated content on similar issues, strengthened pages aligned with major case categories, and removed weaker content that did not serve the firm’s goals. This helped the site communicate expertise more clearly and reduced internal competition across practice areas and locations.
Google reviews legal content under strict YMYL standards. We strengthened trust by:
using attorney-reviewed content
improving citations and references
aligning pages with how attorneys represent clients
adding state-level context for multi-jurisdiction relevance
building structured content that matched how families research abuse
These improvements helped the website earn stronger rankings and attract clients with specific needs.
Once the strategic foundation was set, we implemented the system across the pages and practice areas with the highest potential to produce signed cases. This included prioritizing pages with strong commercial intent, restructuring key informational assets, improving the depth of internal linking within each hub, and implementing attorney-reviewed templates to strengthen expertise signals. On the link-building side, we targeted relevance-driven opportunities tied directly to elder neglect topics, ensuring each placement reinforced the firm’s core focus. This combination allowed the site to expand its visibility in both national informational searches and state-level attorney queries without cannibalizing or diluting its reach.
The improvements led to an increase in qualified inquiries. Families searching for representation found clearer pathways, better explanations of their rights, and stronger guidance from attorneys. Search intent alignment improved, producing more cases, higher lead volume, and better engagement with attorneys across multiple states.
The site achieved substantial growth over 14 months:
Monthly traffic increased from 6,900 to 34,700
Monthly traffic value increased from $13,185 to over $111,000
Top 10 rankings increased from 917 to 3,750
Domain Rating improved from 45 to 46
These improvements increased lead volume, strengthened competitiveness, and expanded the website’s ability to help more families.
Stellar SEO specializes in link building and personal injury, mass tort, and maritime law firm SEO.
If you are an elite litigator, looking for stronger rankings, more cases, and a strategy focused on clarity, relevance, and authority, we can help. Our law firm SEO team understands how attorneys attract clients, how search results work, and how to structure content for long-term growth.
Contact us to discuss your goals, challenges, and learn how we can help.
Finance isn’t the only industry where trust is currency, and compliance is king. See how our YMYL (Your Money Your Life) frameworks perform in other high-liability, high-competition niches:
Dominating the most expensive CPC vertical in search.
Achieving National dominance for a vacation and rental property lending company.
Navigating YMYL and E.E.A.T. for a high-stakes, nationwide lender.
SEO helps nursing home abuse attorneys reach families searching for representation by improving visibility for case-related keywords, strengthening authority signals, and structuring content around the issues that matter most. This increases qualified traffic and leads for firms handling elder neglect or wrongful death cases.
Most law firms see meaningful SEO gains between 6 and 12 months, depending on competition, content depth, and authority. National sites that cover multiple practice areas, like nursing home injury, often see steady growth as content expands and authority strengthens over time.
A comprehensive approach works best. This includes authority content, relevance-driven link building, technical refinement, and structured internal linking. Personal injury attorneys benefit most when content is aligned with client search behavior and supported by trusted citations.
Travis Bliffen is the founder and CEO of Stellar SEO, an Inc. 5000 recognized agency known for developing link building and content strategies that drive measurable growth in competitive markets. A U.S. Army combat veteran, Travis built Stellar SEO in 2012 with a process-focused approach that emphasizes clear positioning, relevance-driven link acquisition, and long-term organic visibility.
His work has been featured in publications including Search Engine Land, Search Engine Journal, and Semrush, where he contributes on topics such as authority development, entity-driven SEO, and modern link building frameworks. Over the past decade, he and his team have delivered successful campaigns for national brands, law firms, financial services providers, and other organizations competing in high-stakes search landscapes.
Travis focuses on helping organizations build the kind of online authority that search engines can verify, trust, and reward.
