Case Study
Navarro and Navarro
Bufete Navarro y Navarro: heirs' searchers
In June 2021, we started working with the law firm Navarro y Navarro in the organic positioning of their website, made with a proprietary development in PHP A somewhat old website, but well built, with a good web architecture, but difficult to update and content management.
An advanced keyword study gave us the opportunity to learn about terms that legal professionals use in their daily work, all of them related to the search for heirs and the problems associated with the lack of known heirs to a property. Our target were estate administrators, notaries and communities of neighbors.
We started with contents very focused on the search of heirs and it was extended to the semantic field of inheritances, with all the terminology of a law firm dedicated to the processing of inheritances and successions.
Category
Ecommerce
Sector
Legal - Advocacy
Services
Technical Seo and blog content
Results in one year
Visits from organic
Sessions
Leads obtained
New users
What were the objectives?
- Rank in the top 3 positions in “heir search”.”
- Obtaining property leads without heirs
- Brand recognition and increased domain authority
- Migrate from in-house development to an agile and easy-to-use platform.
Tasks performed
Create heir search pages
After keyword analysis, localized searches by cities were recurrent. The client was asked to create landing pages for localized searches in the main Spanish cities.
The landing of the cities were associated with the location of the Navarro y Navarro branches in each city, with a Google Maps tab to boost local SEO.
Generate specialized and valuable content
We discovered that our target audience was interested in legal issues related to inheritance crimes, aspects of probate genealogy, and complex inheritances between cousins and nieces and nephews.
The client was asked to write in a useful and friendly way for the non-specialized reader, not only for the sector, explaining and detailing the legal concepts such as trust, legacy, inheritance, usufruct, legitimate and kinship diagrams.
Migrate from in-house development to WordPress CMS
A migration from an in-house development to the WordPress CMS was performed, linking the existing blog to the new development of the law firm's website. Their developers created a well-designed website with good loading speed.
We also achieved a blog full of valuable content and ads focused on precise terms and campaigns. Thus increasing visits and leads in forms and calls, which indicates that the improvements had a positive impact on the user's experience with the website.
Create a content and linkbuilding calendar
We decided to buy sponsored links in the media and as content was created on a weekly basis, related topics within the same semantic field were also expanded.
Internet users' own queries left in forms and GSC's analysis gave us the clues to include content related to the purchase of empty apartments after the death of their owner without heirs, legal solutions to the squatting of empty houses, etc.
