Richard Nelson LLP

We built out the three core landing page to include a richer depth of content as well as longer-tail child pages to support them.

Initial guidance involved splitting the user journey in half so we could reach the client’s target audience of both employers and employees while giving us more opportunities for keyword expansion and to structure content in a more organised fashion. Further content topic hinged on competitor gap analysis and once our keyword research was complete, we presented the client with a content plan including requirements for new landing pages.

Following the copywriting and publishing of these new pages, our SEO team was responsible for monitoring ongoing organic performance while our PPC team utilised deeper landing pages to better match paid search intent and improve landing page relevance.

The SEO team designed and built an accompanying “Nottingham Employment Law Solicitors” landing page to meet our Nottingham-based objectives. The PPC team also used this within Nottingham-targeted campaigns, to improve landing page relevance (quality score), as well as to allow for split-testing against the generic employment law service page.

The key approach adopted by the PPC team was implementing a geo/loc campaign structure across campaigns.

We held an ideation session to determine employment rights subjects that general consumers and publications would find topical and the client could provide commentary on to boost their perceived E-A-T. Over the time period, we gained coverage and links through a combination of campaigns, thought leadership and journalist responses.