Over the course of just over a year, Injury Lawyers of Edmonton saw remarkable improvements in their digital presence, fueled by a data-backed SEO strategy tailored to the personal injury law niche. Between April 1, 2022, and April 30, 2023, the firm recorded a 128.57% increase in organic traffic and gained 329,000 search impressions—a strong indicator of consistent ranking improvements. By targeting strategic keywords like “Injury Lawyer in Canada” and “Personal Injury Lawyer Edmonton,” we positioned the firm to attract more local clients through the search for personal injury terms.
Traffic Increase
Current Impressions
The client, a personal injury law firm based in Edmonton, Alberta, provides legal services to clients involved in motor vehicle accidents, workplace injuries, and long-term disability claims. Although the firm had a solid offline reputation and an experienced legal team, its digital footprint was failing to attract organic leads. With most new clients starting their legal search on Google, the firm needed to appear on the first page for high-intent queries—and that’s exactly what we set out to deliver.
When we began the engagement, the firm’s website was not ranking for the majority of keywords relevant to their services. Terms such as “Injury Lawyer in Canada” and “Personal Injury Lawyer Edmonton” returned competitor sites at the top, leaving our client with low visibility. The website’s content was thin, outdated, and lacked the depth necessary to satisfy both search intent and Google’s content quality standards. Technical issues such as sluggish loading times, missing schema, poor mobile optimization, and inconsistent internal linking were also negatively impacting performance. Without intervention, the site risked continuing to underperform in a highly competitive legal market.
Personal injury law is one of the most competitive niches in local SEO, and standing out among aggressive digital competitors in a city like Edmonton required both precision and speed. The website needed a full overhaul in terms of keyword targeting, technical health, and content authority. We also had to contend with a domain that lacked backlink equity, making it harder to earn Google’s trust. Since the firm had little prior investment in SEO, the strategy had to start from the ground up—yet deliver tangible results within a single campaign cycle.
Traffic Increase
Current Impressions
Increased Revenue
By the end of the campaign period—April 1, 2022, to April 30, 2023—Injury Lawyers of Edmonton saw a 128.57% increase in organic traffic and earned 329,000 search impressions. The site moved into page one rankings for both “Injury Lawyer in Canada” and “Personal Injury Lawyer Edmonton,” resulting in a steady stream of qualified inbound leads. In addition to website form fills, the firm experienced a noticeable uptick in phone calls directly from search results, aided by improved rankings in Google’s Local Pack and featured snippets.
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