Overview
This local SEO case study details how I helped a Canadian law firm rank #1 in Google Maps and organic search for key cities: London, Hamilton, and Kitchener, Ontario. Through a focused local SEO strategy, content creation, and GMB optimization, we grew organic traffic to 100k+ visitors and reached 5.56 million impressions.
Client Background
The client operates a law firm in London, Ontario, offering legal services across multiple cities. Their primary goal was to dominate local search in Google Maps and appear in the top organic results for location-based keywords.
Goals
- Rank high in Google Maps for target cities
- Improve visibility for city-specific legal searches
- Increase local organic traffic
- Establish trust with potential clients
Local SEO Strategy Breakdown
1. Complete On-Page SEO
- Optimized all key pages (Home, Services, Contact) with relevant keywords.
- Added schema markup for local business.
- Set a clear NAP (Name, Address, Phone) structure across the site.
- Included city names naturally in H1s, meta titles, and internal content.
2. Google My Business (GMB) Optimization
- Created and verified a GMB listing
- Fully optimized the profile: categories, description, services, photos
- Regularly posted updates and news
- Collected genuine client reviews to increase local trust signals
3. Local Citations
- Built citations on Canadian business directories (both free and paid)
- Maintained consistency in NAP across all listings
- Submitted to legal-specific local directories
4. Content Creation & EEAT Implementation
- Published 56 human-written blog posts on legal topics and FAQs
- Collaborated with the firm to ensure content accuracy
- Each article met Google’s EEAT guidelines: clear authorship, legal expertise, original writing
- Internal links added across posts to boost site structure
5. Voice Search & Featured Snippet Optimization
To rank for voice search and appear in People Also Ask (PAA) sections:
- Included Q&A format inside blog content
- Focused on concise, clear answers (around 40-50 words)
- Used headings with question formats
Example Q&A:
Question: How do I choose the best lawyer in London, Ontario?
Answer: Look for experience, local reviews, and areas of specialization. Ask for a consultation to discuss your case.
Question: What legal services are offered in Kitchener?
Answer: Services include family law, real estate law, personal injury, and immigration assistance.
SEO Results
- 5.56 M+ Impressions and 100k+ Organic Visitors
- #1 rankings in Google Maps for all target cities
- Strong presence in featured snippets and PAA
- Legal blog posts ranking nationally for niche keywords
SEO Tactics That Worked
- Heavy internal linking from the blog and services Pages.
- NAP consistency across directories
- Strong content backed by legal expertise
- Ongoing updates to GMB with new posts and images
- Local backlinks from relevant Canadian sites
What We Didn’t Do
- No aggressive backlink campaigns
- Minimal off-page SEO beyond local citations
- Focus remained on technical SEO, content, and GMB presence
Key Takeaways
- You don’t need massive backlinks to rank in local SEO.
- Focus on real content, location relevance, and GMB authority.
- Blog content + internal links build topical strength.
- Collaboration with the client team improves authenticity and trust.
Proven SEO Strategies Case Study Highlights
- Real-time SEO experiments showed that content consistency and GMB activity influenced map rankings
- Local search optimization improved through structured FAQ content
- Google ranking experiments confirmed internal linking was a game-changer
- SEO results tracking revealed consistent month-over-month growth
SEO for Beginners Tip:
If you’re starting local SEO for a new business:
- Set up GMB first
- Focus on real content written for humans, not bots
- Start with basic on-page optimization and work outward
Final Thoughts
This SEO success story is more than traffic growth. It’s about building trust, helping a business grow, and dominating the local map pack. This local SEO campaign case study is proof that a clear, ethical strategy still wins.
When the client’s business rises to the top, it’s not just SEO—it’s a shared win.
Frasat Ali is a seasoned SEO expert with over a decade of experience helping websites improve visibility through ethical, data-backed strategies. He shares actionable SEO insights grounded in real-world success. Read More
