Indie Law.Owning the trademark conversation.
A trademark law firm in a brutally expensive niche. Over a multi-year partnership we turned its blog into a traffic engine and its brand into a first-page fixture.
Indie Law is a trademark law firm serving founders and small businesses, with its home base in Chicago and landing pages across several states.
Trademark is one of the most expensive keyword niches in legal search, with click costs well north of twenty dollars. Winning it organically meant out-publishing and out-earning much larger firms. Over a multi-year content and link-building partnership, we did exactly that — including viral, trend-jacked articles that pulled in thousands of high-intent readers.
Search engine optimization
Out-publishing a $28-a-click niche.
We built a content engine around the questions founders actually ask, paired it with steady link acquisition, and locked down the brand SERP so no competitor could intercept Indie Law's own searches.
Where they started
- A high-CPC trademark niche dominated by larger firms.
- Domain rating of 27 and a thin backlink profile at the start.
- Only 6 keywords ranking in the top three.
- Sub-150 organic visits a month.
What we did
- Content engine. Published in-depth, search-driven articles on the exact questions founders ask, including trend-jacked pieces that captured viral demand.
- Brand SERP control. Locked down every “indie law” brand variant at #1–3 so no competitor could intercept the firm's own searches.
- Backlinks and press. Earned authoritative links and press placements to build domain authority from the outside in.
- Multi-state landing pages. Indexed and ranked local pages across Chicago, St. Louis, Naperville, Joliet, and beyond.
- Technical SEO. Cleared crawl errors and broken links, tightened internal linking, sped the site up, and added schema markup so search engines could read every page.
The Chicago profile held a 4.9-star rating across 216 reviews and roughly 3,096 monthly views, while a single viral article — on the Chloe's Giant Cookies trademark dispute — pulled hundreds of clicks a month on its own.
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