Rebuilt practice-area and location pages around high-intent US legal searches to strengthen topical relevance and ranking visibility.
Restructured practice-area, service and location architecture to capture commercially valuable searches across priority US legal markets.
The law firm had strong expertise, but its practice areas and locations were not structured around the searches most likely to drive qualified inquiries.
Search intent varied sharply between broad services and specific legal needs. A business searching for commercial litigation in New York had very different intent from someone searching for M&A attorneys in San Francisco or employment lawyers for businesses in Chicago.
We rebuilt the architecture around practice area, legal service, city and commercial intent, separating overlapping topics and strengthening the connections between core service pages, location pages and supporting legal content.
The company had strong offerings, but organic and AI search presence fell short because the architecture was not built to scale.
Corporate law, commercial litigation, employment law and contract searches needed clearer topical boundaries to prevent overlapping pages from competing against each other.
“Business attorney” intent differed significantly across New York, Los Angeles, Chicago, Houston and Miami, requiring stronger city-level relevance.
The priority was ranking for searches closer to a legal decision, such as commercial litigation, M&A, business contracts and employer-side counsel.
The opportunity was not more legal pages. It was a clearer destination for every valuable practice-area and location search.
We combined technical SEO with scalable search expansion: build the technical foundation first, map intent, and scale the assets that drive business value.
Built distinct search pathways for corporate law, commercial litigation, employment law, contracts and business transactions.
Mapped practice areas to priority US markets such as New York, Chicago and San Francisco.
Created supporting content around legal questions, service comparisons, process and decision-stage searches.
Used contextual internal linking to connect supporting legal content with priority practice-area and location pages.
Rather than generic tactics, we executed disciplined workstreams engineered for compounding organic and AI search visibility.
The new practice-area and location architecture created clearer ranking targets across commercially valuable US legal searches.
Expanded visibility across corporate, litigation, employment, contracts and business transaction searches.
Strengthened service relevance across priority US markets including New York, Los Angeles, Chicago and San Francisco.
Focused rankings around searches closer to choosing legal counsel rather than broad informational traffic.
The biggest change was moving from broad legal visibility to ranking for the specific services and markets that mattered to the practice.
The combination of stronger product architecture, cleaner indexation, and improved shopping signals created a scalable foundation for product discovery.