In today’s competitive legal landscape, building a strong online presence is crucial for attracting new clients. Kinney, Fernandez & Boire Law (KF&B Law), a Tampa Bay area law firm specializing in car accident & personal injury cases, understands this importance perfectly. Particularly for a multi-location firm like KF&B Law, a strong Local SEO strategy is essential.
Local SEO, or Local Search Engine Optimization, focuses on optimizing a business’s online presence to increase visibility in local search results. Unlike traditional SEO, Local SEO lets you laser-focus on specific neighborhoods or cities. By tailoring content to local needs and concerns, you attract more qualified leads who are searching for legal help right in your area. Whether someone needs help with a motorcycle accident near their home in Tampa or a slip and fall accident close to their office in Wesley Chapel, a well-optimized online local presence positions KF&B Law to be the trusted legal resource they seek.
Missed Opportunities: KF&B Law’s Untapped Local Potential
From when we joined forces with KF&B back in 2018, up until a few months ago, we optimized their Local SEO for two of their six locations– Tampa and Plant City– and this mainly consisted of optimizing their Google Business Profile (GBP) and location page updates for services on their website. Our strategy for these two locations involved ensuring consistent Name, Address, and Phone Number (NAP) information across platforms, utilizing stock photos, and maintaining a basic posting schedule.
While their Tampa and Plant City locations weren’t completely lacking, there was definitely room for improvement in the overall strategy and approach taken. For example, in October 2023 their Plant City location got 369 website clicks from their Google Business Profile, meanwhile the Tampa location only got 196 website clicks.
By not optimizing the remaining four locations (Riverview, New Port Richey, St. Petersburg, and Wesley Chapel), KF&B Law was missing out on attracting potential clients searching for legal services in those areas. This limited their online reach and put them at a disadvantage compared to competitors with a more comprehensive Local SEO strategy.
On top of that, Google was rolling out new Local SEO updates that emphasized user engagement, high-quality content, and brand-specific information. KF&B Law’s reliance on stock photos and basic posting wasn’t aligned with these evolving trends.
So, in December 2023, we proposed a solution.
A Multi-Faceted Approach to Local SEO Success
Recognizing the limitations of the previous strategy and the evolving Local SEO landscape, we proposed a comprehensive plan to optimize KF&B Law’s online presence across all six of their locations. This multi-faceted approach aimed to increase local visibility, attract more qualified leads, and ultimately drive new business for the firm. Here’s a breakdown of the key components.
Enhanced Google Business Profile Management
We took control of GBPs for all six locations, ensuring consistent NAP information across platforms. Analytics tracking was implemented for each location to enable accurate monthly reporting and track progress over time. Business descriptions were rewritten to be more informative and keyword-rich, targeting relevant legal services KF&B Law offers in each area.
Website Optimization for Local Pages
Ensuring that the website would rank for local keywords is an important piece of the local strategy that we moved into in Q2 and Q3 of 2024. The items that we addressed included:
- Location-specific Q&A sections were integrated into the FAQ pages of each location on KF&B Law’s website. This addressed user queries directly and improved the overall user experience.
- Content length for each location page was expanded to match competitor pages, ensuring better search ranking potential.
- Internal link anchor text was reviewed and updated to improve navigation and user flow within the website.
- Consistent NAP information was displayed across all location pages, ensuring accuracy and user trust.
- Maps were embedded into the service pages to increase traffic to the GBP.
- Schema was reviewed and corrected across all service and location pages.
Quantifiable Results: The Impact of Our Local SEO Strategy
Since implementing our data-driven Local SEO strategy earlier this year, KF&B Law has experienced a significant boost in online visibility across all six of their Tampa Bay area locations. Here are some key metrics showcasing the positive impact:
- Increased Impressions: Google Business Profile impressions (a measure of how often their profiles are seen in search results) have grown by an impressive 71% year-over-year (comparing April 2024 to April 2023). This surge in visibility indicates a dramatic increase in the potential for local users to discover K&FB Law.
- Riverview Location Soars: KF&B Law’s Riverview location has seen a particularly remarkable increase, with a staggering 152% year-over-year jump in impressions. This location now boasts the highest number of impressions across all their profiles, highlighting the effectiveness of targeted local SEO efforts.
- Call Clicks Up: User engagement has also risen significantly. Call clicks directly from KF&B Law’s GBP profiles have increased by 82% across all locations. This translates to more potential clients initiating direct contact with the firm, demonstrating the strategy’s ability to generate qualified leads.
A Local SEO Success Story for Kinney, Fernandez & Boire Law
The implementation of a comprehensive Local SEO strategy has demonstrably improved KF&B Law’s online visibility across all six of their Tampa Bay area locations. Our ongoing efforts are focused on maintaining this positive momentum through continued content creation, monitoring of key metrics, and adapting to the ever-evolving Local SEO landscape.
For law firms with multiple locations, a strong local online presence is no longer a luxury, but a necessity for attracting clients and staying ahead of the competition. By prioritizing Local SEO, KF&B Law has positioned itself as a trusted and easily accessible legal resource for communities across the Tampa Bay region.
Ready to Take Your Businesses Local SEO to the Next Level?
Contact Digital Neighbor today for a free consultation. We’ll craft a customized Local SEO strategy to boost your online visibility, generate qualified leads, and convert them into paying clients.
