Stringam Law

Case Study

Law Firm SEO Campaign

Scope of Project

Case Studies, SEO

Challenge

Stringam Law, a multi-location law firm in Western Canada, sought to improve its search engine visibility in highly competitive legal markets, particularly in Lethbridge, Medicine Hat, and Grande Prairie, Fort McMurray, Banff, Canmore, Cardston, Raymond, Brooks and Calgary. Despite offering a wide range of legal services, the firm faced challenges in ranking for key industry-specific search terms, including family law, real estate law, corporate law, and personal injury law.

The primary goals were to:

Increase organic search rankings for high-value keywords related to legal services.
Improve local visibility in Lethbridge and other key cities.
Drive more targeted traffic to their website from users actively searching for legal services.

Solution

To enhance Stringam Law’s SEO performance, we implemented a multi-pronged strategy focused on on-page optimization, content marketing, and local SEO improvements. Key tactics included:

Keyword-Optimized Content Development
- Expanded and refined service pages to better target legal keywords relevant to each location.
- Created SEO-friendly blog content around legal topics that drive engagement and answer commonly searched queries.
Local SEO & Google Business Profile Optimization
- Optimized Google Business Profiles for multiple office locations.
- Improved NAP (Name, Address, Phone Number) consistency across directories.
- Increased local citations and backlinks to strengthen location-based rankings.
Technical SEO Enhancements
- Improved page speed and mobile optimization for better user experience.
- Addressed internal linking structure to help search engines crawl and index key pages effectively.

Outcome

The implemented strategy resulted in significant improvements in keyword rankings and organic search visibility. Key performance highlights include:

Notable Keyword Ranking Increases (May 2024 – February 2025)

“Real estate lawyer in Lethbridge” moved from position 9 to 1 (+8)
“Real estate law in Lethbridge” jumped from position 13 to 1 (+12)
“Lawyers in Lethbridge” improved from position 6 to 1 (+5)
“Family lawyers in Medicine Hat” rose from position 5 to 1 (+4)
“Corporate lawyer Medicine Hat” increased from position 2 to 1 (+1)
“Grande Prairie lawyers” improved from position 9 to 1 (+8)
“Lethbridge bankruptcy lawyers” moved from not ranking to position 2 (new ranking)

Business Impact

Higher local visibility for key practice areas resulted in an increase in organic lead inquiries for legal consultations.
Greater brand authority in the competitive Alberta legal market.
Sustained SEO success positioned Stringam Law as one of the top-ranked law firms in Lethbridge, Medicine Hat, Grande Prairie, Fort McMurray, Banff, Canmore, Cardston, Raymond, Brooks and Calgary.