Simasko Law Success Story

The Challenge

Simasko Law’s search presence was heavily driven by branded queries, leaving untapped opportunities across non-branded legal searches. Their local visibility also needed improvement—particularly for terms like Medicaid planning attorneys, nursing home planning lawyers, and elder law services.

Preliminary SEO audits revealed gaps across technical SEO, NAP consistency, keyword isolation, UX performance, and authoritative backlinks. To compete in an increasingly crowded legal search landscape, the firm needed a law firm marketing agency with a strategic SEO approach designed to boost relevance, rankings, and engagement across both organic and local search.

Keyword Targeting Strategy

Pinpointing the Terms that Matter Most

We analyzed competitor landscapes, search volume trends, and user intent to identify high-value keywords aligned with the firm’s services. Each page was optimized to focus on a specific topic, resulting in major keyword momentum, including:

• “michigan asset preservation lawyer” — now in the 1st position and featured in AI Overview
• “michigan attorneys for wills and trusts” — improved from position 18 to position 7
• “elder law lawyer michigan” — improved from position 17 to position 8
• “michigan medicaid lawyers” — moved from not ranking to position 4

These gains significantly increased the firm’s reach across high-value non-branded searches.

Foundational Technical SEO

Making the Site Fast, Clean, and Search-Engine Compliant

We conducted technical audits and implemented fixes to ensure the website was fast, crawlable, and structurally optimized. This work helped support significant ranking improvements, including top placements for competitive terms such as “michigan nursing home planning attorneys”, which rose from position 19 to the 1st position, and “michigan conservatorship attorneys”, which moved from position 14 to position 8.

On-Page Optimization

Strengthening the Site with Clear, Relevant Content

We improved metadata, headers, UX components, and page structure to enhance clarity and engagement. These optimizations supported stronger organic performance and contributed to a 38% increase in key event rate, signaling that the traffic driven to the site was more qualified and more likely to convert.

NAP Consistency

Establishing Identity Beyond Question

We standardized the firm’s name, address, and phone number across directories and strengthened local trust signals. This supported improved Map Pack placements and contributed to:

• 29% increase in GBP views
• 12% increase in non-branded GBP visibility
• 16% increase in GBP interactions
• 19% increase in phone calls
• 22% increase in direction requests
• 9% increase in website clicks

Content Strategy

Crafting Content That Builds Authority

We developed localized, informative content to support keyword growth and improve topical authority. New and optimized pages helped capture non-branded search demand, leading to major wins such as “michigan Medicaid lawyers” moving from not ranking to position 4.

Backlink Building

Building Credibility Through Trusted Sources

We secured relevant, high-authority backlinks to boost domain authority and support ranking lifts across priority keywords. This work helped reinforce organic improvements and contributed to the firm’s overall visibility in search.

Paid Search Advertising

Reaching Clients When They Need Help Most

While Simasko Law’s Google Ads account had a solid foundation, it lacked the structure and measurement needed to consistently drive qualified leads. Conversion tracking wasn’t properly configured, limiting optimization opportunities, and campaign budgets were spread across too many practice areas instead of focusing on the firm’s highest-demand services.

We restructured the account around high-intent search campaigns, refined keyword targeting, consolidated ad groups, improved ad copy, and implemented accurate conversion tracking to provide Google’s optimization algorithms with reliable performance data. We also expanded the strategy beyond Search with Display remarketing and YouTube campaigns, creating a full-funnel approach that kept Simasko Law visible throughout the client decision-making process. The result was a significant increase in performance, with Search campaigns generating 1,097 clicks, 17,564 impressions, and 135 conversions, while Display and YouTube campaigns reinforced awareness through more than 61,000 combined impressions and ongoing engagement with prospective clients.

Paid Social Advertising

Building Trust Before the First Conversation

Estate planning and elder law decisions require trust long before someone is ready to contact an attorney. Simasko Law needed a paid social strategy that could introduce the firm to prospective clients, build credibility through thoughtful messaging, and encourage meaningful action rather than simply generating impressions.

We developed a dual-campaign Meta strategy that supported multiple stages of the customer journey. A Lead Generation campaign focused on driving direct phone calls, while a Web Traffic campaign introduced new audiences to the firm and encouraged them to learn more through the website. Creative centered around relatable family moments and planning for the future, with messaging refined through ongoing audience optimization, creative testing, and budget adjustments. Over the first three months, the campaigns generated more than 376,000 impressions, reached over 111,000 people, drove nearly 3,900 link clicks, produced 2,410 landing page views, and generated 79 direct phone calls, establishing paid social as a meaningful contributor to the firm’s lead generation strategy.

The Results

Case Closed on Massive Growth

As Simasko Law’s digital marketing strategy began to take shape, the impact showed up quickly. Their Google Business Profile became far more visible in the moments that mattered, with a 29% increase in views and a 12% increase in non-branded discovery. More people weren’t just finding them; they were taking action. Interactions climbed 16%, calls grew 19%, and direction requests rose 22%, supported by a 9% increase in website clicks. For users searching in real time for legal help, Simasko Law was suddenly appearing where they hadn’t before.

That momentum carried into organic search as well. The site saw a 79% increase in total traffic and a 75% increase in new organic users, showing that the firm was reaching a wider audience across high-value practice areas. Engagement strengthened too, with a 37% increase in key events and a 38% boost in the key event rate, clear signs that visitors were finding content that aligned with their needs and taking meaningful steps toward conversion.

Keyword movement told the same story of traction. Several priority terms jumped to top positions, including “michigan asset preservation lawyer,” now ranking 1st and appearing in the AI Overview. High-intent queries such as “michigan attorneys for wills and trusts” (18 to 7), “michigan medicaid lawyers” (unranked to 4), “michigan nursing home planning attorneys” (19 to 1), “michigan conservatorship attorneys” (14 to 8), and “elder law lawyer Michigan” (17 to 8) all saw significant improvements, expanding the firm’s visibility across critical search categories.

Paid media amplified those gains by creating new opportunities to connect with prospective clients beyond organic search. Google Ads generated 135 conversions while improved campaign structure and tracking provided the data needed to continually optimize performance. At the same time, Meta campaigns generated 79 direct phone calls, 2,410 landing page views, nearly 3,900 link clicks, and more than 376,000 impressions in just three months, helping Simasko Law build awareness, drive qualified traffic, and generate meaningful engagement across multiple channels.

Together, these gains signaled a turning point. Simasko Law was no longer just competing in their market; they were building visibility across search, paid media, and social platforms to connect with more Michigan families when they needed trusted legal guidance most.