Local SEO case study: 2,009 calls in two months for a 40+ location law firm
At a glance
- Client
- Monge & Associates, U.S. personal injury law firm
- Scope
- 40+ locations
- Role
- Local SEO Consultant, project-based
- Dashboard period
- Aug 1 to Sep 30, 2024
- Scan report
- 64 Google Business Profiles
- Service
- Local SEO
Results(4)
Aug 1 to Sep 30, 2024, compared with the dashboard’s previous period
- Phone callsup 1.2%
- 2,009
- Direction requestsup 16.3%
- 2,976
- Website clicksdown 7.3%
- 2,076
- Profile impressionsup 27.1%
- 57,341
Profile impressions(Aug 1 to Sep 30, 2024)
57,341 total impressions, up 27.1%
NoteTwo-month totals against the previous period, not a before and after. Website clicks fell.
Local rankings: before and after
64 Google Business Profiles
- Call leads
- 540
- Website clicks
- 1,031
- Maps created
- 64
- Backlinks generated
- 64
Average map rank, before and after
One column per profile with both scans. Lower is better.
All 47 profiles, before and after
| Market | Before | After | After scan area |
|---|---|---|---|
| Norfolk and Virginia Beach | 19.8 | 4.2 | Smaller |
| Memphis | 17.9 | 2.6 | Smaller |
| Louisville | 18.4 | 3.6 | Smaller |
| Richmond, VA | 20.8 | 7.1 | Smaller |
| Washington, DC | 18.4 | 4.8 | Smaller |
| Little Rock | 17.7 | 5.7 | Smaller |
| Dallas | 20.4 | 9.5 | Smaller |
| Denver | 16.7 | 6.3 | Smaller |
| Atlanta airport area | 11.4 | 1.1 | Smaller |
| Oklahoma City | 12.8 | 2.5 | Smaller |
| Nashville | 13.5 | 3.4 | Smaller |
| Atlanta | 16.4 | 6.4 | Smaller |
| Minneapolis | 13.5 | 3.5 | Smaller |
| Fargo and Moorhead | 11.8 | 2.1 | Smaller |
| Boise | 19.1 | 9.7 | Smaller |
| Albany, NY | 17.7 | 8.6 | Smaller |
| Sandy Springs and Roswell | 13.4 | 4.5 | Smaller |
| Baltimore | 18.1 | 9.3 | Smaller |
| Phoenix | 10.3 | 2 | Smaller |
| Albuquerque | 11.6 | 3.4 | Smaller |
| Indianapolis | 15.2 | 7.9 | Smaller |
| Birmingham | 10 | 3.1 | Same |
| Des Moines | 10.6 | 3.7 | Smaller |
| Decatur, GA | 8.8 | 3.1 | Smaller |
| Cleveland | 11.4 | 5.9 | Smaller |
| Grand Rapids | 8.4 | 3.6 | Smaller |
| Macon | 5.7 | 1 | Smaller |
| Lexington | 7.6 | 3 | Smaller |
| Kansas City | 11.5 | 7.1 | Same |
| Wichita | 7.4 | 3.5 | Smaller |
| Montgomery | 5.4 | 1.8 | Smaller |
| Omaha | 4.8 | 1.3 | Smaller |
| Columbus, GA | 6.5 | 3.1 | Smaller |
| Tampa | 7.4 | 4.2 | Smaller |
| Jackson, MS | 6.2 | 3.2 | Smaller |
| Madison | 6.9 | 3.9 | Smaller |
| Pittsburgh | 6.3 | 3.4 | Same |
| Arlington, VA | 6.3 | 4 | Same |
| Athens, GA | 4.7 | 2.8 | Smaller |
| Greenville, SC | 4.9 | 3.3 | Smaller |
| Salt Lake City | 6.2 | 4.6 | Same |
| Charleston, WV | 16.8 | 15.6 | Smaller |
| Seattle | 10.7 | 9.8 | Smaller |
| Roanoke | 2 | 1.3 | Wider |
| Chattanooga | 4.5 | 3.9 | Smaller |
| Rapid City | 4.3 | 3.9 | Smaller |
| Sioux Falls | 5.4 | 5.3 | Smaller |
Note41 of 47 after scans cover a smaller area; only 5 cover the same area. Each Change badge compares with the scan just before.
Problem
Every location had to stay accurate and compete for Map Pack visibility against other firms in its own market.
What I did(6)
- Optimized 64 Google Business Profiles
- Kept listings accurate and consistent
- Targeted local keywords for each market
- Published local content and profile posts
- Ran review requests and review management
- Countered Map Pack competitors with local tactics
Managing many locations?
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