The Lacy Firm.From zero to a content engine.
An employment law firm fighting for visibility across three markets. We built a content engine and a backlink profile that took it from a standing start to thousands of organic visits a month.
The Lacy Employment Law Firm represents workers across Philadelphia, New Jersey, and Pittsburgh.
Despite serving three busy markets, the firm's site didn't appear for the employment-law terms that bring in cases. We built out the service and location pages, repaired the technical foundation, and optimized a Google Business Profile in each market.
Search engine optimization
Built from the ground up.
The domain started with a handful of links and almost no authority. We compounded it: local pages for Philadelphia and Pittsburgh, and a steady stream of in-depth articles answering what wronged employees actually search for.
Where they started
- A domain rating of 1.5 and only six referring domains at the start.
- Not appearing for critical employment-law search terms.
- No dedicated, service-specific pages.
- No content answering high-volume employee questions.
What we did
- Service and location pages. Created dedicated pages for each practice area, targeted to Philadelphia, New Jersey, and Pittsburgh.
- 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.
- Backlinks and press. Earned authoritative links and press placements to build domain authority from the outside in.
- Citations and NAP. Standardised name, address, and phone listings across trusted directories so the business reads as one consistent entity.
- Three Google Business Profiles. Optimized a profile in each market with accurate details, posts, and review management.
Content did the heavy lifting: a single guide on what happens after a final written warning earns roughly 200 clicks a month, and the firm ranks page-one for competitive terms like “employment lawyers Pittsburgh” (position 4.9) on top of owning every brand search.
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