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Capital Law

Capital Law: Gaining on Google through content creation

Capital Law is a leading provider of commercial legal services to private and public sector clients throughout the UK and Europe. Working Word has been working with Capital Law since 2009, offering general PR services across the board. In 2012 we were tasked to operate their SEO campaign.

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Objectives
  • Improve the Google rankings for Capital Law in four pre-identified key areas

  • Increase Capital Law’s general online profile

  • Increase web traffic

  • Hit Top 3 ranking for brand lawyers.

Our approach
  • Working Word initiated a guest blogging campaign in order to improve the SEO ranking for four pre-identified keywords. Working on the principle that hyperlinks back to the Capital Law website from other high ranking websites improve SEO credentials, Working Word has guest blogged on behalf of Capital Law lawyers on external legal news and blogging sites including the Huffington Post

  • All of the guest blog features have keyword hyperlinks back to the Capital Law website

  • Working Word write a monthly topical blog for the Capital Law website.

Results
  • SEO rankings for the four key identified keywords have improved significantly

  • The best example of this is the keyword IP LAWYERS, an area which Capital Law was keen to focus on. In just five months since starting the SEO campaign we hit #1 for IP LAWYERS as a national keyword, which means if anyone in the UK types ‘IP LAWYERS’ into Google, Capital Law will be the first site that comes up

  • Web traffic increased by 1k visitors per month

  • In the top 3 for 'BRAND LAWYERS'.

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