Across all industries, our methods remain the same: combine authority-driven link building, AI-optimized content, and data-backed decision-making to deliver consistent organic growth that compounds over time.
Note: Traffic value is shown using Ahrefs because it differentiates informational traffic from bottom-of-funnel, conversion-focused traffic. This provides a clearer view of the revenue potential behind the growth.
Concentrating authority on the right pages, rather than expanding the page count, allowed the site to grow quickly in a highly competitive market.
The firm serves injury victims in a major metro where long-established PI brands dominate organic and paid visibility. The previous website scattered core topics across thin, overlapping pages that failed to communicate expertise or strengthen primary practice areas.
The site needed a structure that clearly supported how people search and how search engines evaluate injury-related content.
The audit identified three core issues. Excess pages distributed authority across too many weak URLs. Inconsistent templates and terminology made the firm’s positioning unclear. The site also lacked targeted links that reinforce competitive injury queries.
These limitations required a full restructuring.
Our strategy centered on reduction, rebuild, and reinforcement. We removed pages that diluted topical focus and rebuilt the remaining content using our UED framework to improve clarity, legal accuracy, and depth. After restructuring the architecture, EDLS placements reinforced the injury topics most important for ranking and case generation.
The site was reduced from 340 pages to 101. Overlapping topics were merged into stronger evergreen resources, and low-value pages were retired. The remaining URLs formed a clear hierarchy of injury categories, case types, and service pages.
All 101 surviving pages were rebuilt using UED. This created consistent terminology, stronger explanations of how claims work, and clearer attribution of attorney-led practice areas. The result was a content system aligned with how injury victims evaluate representation.
Relevance-driven placements from legal, medical, safety, and regional sources reinforced the firm’s authority around core injury topics. These signals contributed to consistent top 5 rankings across competitive PI keywords.
We structured the keyword strategy around how people search during different stages of an injury claim. Representation terms required clear commercial signals. Injury-specific and scenario-based searches needed depth and accuracy. Research queries guided users into the firm’s ecosystem. This structure expanded coverage and improved visibility across high-value intent paths.
Internal linking was redesigned to strengthen authority flow to priority URLs. Updated schema improved structured relevance for attorneys and practice areas. Legacy templates were removed, and the site hierarchy was rebuilt to match user behavior. Navigation improvements helped users move naturally from informational to conversion-focused pages.
Attorney-reviewed content, accurate explanations of liability and damages, and citations to reputable medical and safety sources improved trust signals. Clear layouts helped the site meet YMYL expectations and supported higher rankings for sensitive injury topics.
Once the foundation was rebuilt, EDLS placements reinforced the injury topics most important for visibility. The new structure allowed content and authority to work together effectively.
By removing low-quality entry points and directing users to structured, high-intent practice area pages, the site saw a measurable increase in qualified case inquiries. Bounce rates on commercial terms decreased, and visitors reached attorney-focused pages more quickly and with greater clarity.
In five months, the firm achieved:
By centering authority on the pages that matter and supporting them with relevance-driven signals, the firm secured meaningful visibility in a challenging market.
If your firm wants stronger rankings, steady case growth, and a strategy built for today’s search environment, we can help. Stellar SEO provides advanced SEO and link building for personal injury, mass tort, and maritime law firms across the United States.
Contact us to explore how Stellar SEO can support your goals.
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:
Achieving National dominance for a vacation and rental property lending company.
Scaling corporate authority in a crowded legal market.
Navigating YMYL and E.E.A.T. for a high-stakes, nationwide lender.
