The Challenge
The client is a law firm and represents plaintiffs in serious personal injury and civil rights claims. The firm stands on the side of wronged individuals and families but do not represent corporations, insurance companies, or governmental bodies. Instead, the clientele consists of everyday citizens who have been seriously injured or have had their civil rights violated.

The client had a website through which it offers its services and information on the potential dangers and how and where to get the best help when someone met with an accident as well as various occupational hazards that are mostly overlooked. One of the current endeavors of the firm was to promote the adverse effects of benzene and help persons affected by over-exposure to benzene and suffering from leukemia. The client was primarily interested in getting high visibility in search engines and in obtaining first few rankings for some very competitive keywords relating to benzene and leukemia.

The client was open to modifying the existing site as well as creating a new site. Moreover, he had a blog on this site, which he wanted assistance with writing of articles, press releases for the blog and also for publications to assist with link popularity. The client was very specific about obtaining high rankings but did not want to compromise with the keywords for search engine ranking.

Our Endeavor
Working for such an industry was altogether a new experience, and therefore a new challenge for the Internet marketing team of SynapseInteractive. Moreover, the client was very particular about the results, and hence the team had to make sure that results could be delivered at all costs.

Immediately after awarding of the project, the team embarked upon a comprehensive research for competition, keywords, etc to get an idea of the industry as a whole, the intensity of cases associated with benzene poisoning, the type of awareness, the attitude of different sectors regarding benzene poisoning etc. After this, combination of on-page optimization practices (structure modification, feed integration, etc.) as well as off-page optimization practices (submissions, popularity building, etc) was adopted to get the best possible results for the client’s website.

The blog constituted an important part of the website and the team took a series of off-page optimization strategies to utilize it, not only for optimization purpose, but also to increase the awareness for benzene related diseases.

The team chalked out an approach involving periodic checkpoints so that the project could stick to all the required constraints throughout the optimization process.

Regular analysis and reporting was also a part of the process where competitors, the industry as a whole, and the search engines were periodically monitored for updates, trends, and other specific analyses.

The Result
Outpacing a sizeable number of well-established websites was not only a hefty task but also required time to be accomplished. The team, on one hand, kept on performing the off- and on-page optimization activities, while kept a stern watch on the competition and search engine updates. The client was also supportive and showed his readiness to wait to achieve steady results. The entire efforts started bearing results as anticipated. Initial results started showing in due course of time and even the final results were appreciable.

Today, www.PHLawfirm.com:

• Is a website with growing popularity in its domain
• Receives a substantial number of visitors
• Generates significant inquires

Last updated : Feb 1, 2007

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