Makwana Solicitors
Makwana Solicitors needed to build online visibility in a highly competitive London legal market, particularly for criminal defence and motoring law — categories where national firms dominate paid search and strong regional firms have established organic positions.
Results
The Challenge
What We Were Up Against
Criminal defence and motoring law are among the most competitive legal search categories in London. National firms dominate paid search with high CPCs. Regional firms have invested in SEO for years. Makwana needed to find the specific territory where their genuine expertise — fare evasion defence, blue badge misuse, regulatory driving offences — gave them a credible authority position unavailable to generalist competitors.
Strategy
How We Approached It
Niche Authority Building
We identified Makwana's specific areas of genuine expertise and built authoritative, technically detailed content around those niches. Fare evasion defence, blue badge misuse, and specific driving offence categories where Makwana's track record was demonstrable gave us a foundation for credible E-E-A-T content.
Practice Area Page Depth
Existing practice area pages were thin and generic. We rebuilt each one with genuine procedural depth — what happens at each stage of the process, typical outcomes by case type, what to do immediately after charge — content that demonstrates expert knowledge and addresses the specific anxieties of someone facing a criminal or motoring charge.
Local Visibility
We optimised the GBP for the specific London courts and areas Makwana serves, created local content referencing specific court procedures and local context, and built a structured review acquisition process leveraging satisfied client outcomes.
Schema and Technical
Added LegalService schema with precise practice area classifications, attorney schema for named solicitors with bar registration references, and FAQ schema targeting common queries around criminal and motoring charges.
Outcome
The Results
Makwana Solicitors achieved page 1 rankings for 12 of their target practice area terms within ten months. Organic leads — tracked through form submissions with UTM attribution — increased 150% year-over-year. The firm's GBP became a meaningful new client source in its own right.
Engagement period: 2023 — Ongoing
Want results like these?
Get in touch for a free SEO audit and see what we can do for your business.