Simasko Law Success Story
Simasko Law has built a trusted reputation in Michigan by helping individuals and families protect what matters most. From estate planning to elder law, the firm offers guidance backed by decades of experience and a deep commitment to client care. Their legal expertise was strong, but their digital visibility was not keeping pace with the growing demand in their market. With more people searching online for help with Medicaid planning, asset preservation, and conservatorship matters, the firm needed a stronger presence, especially in non-branded and local searches.
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.
Early 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 structured and strategic SEO approach designed to boost relevance, rankings, and engagement across both organic and local search.
How TG Helped
To drive meaningful growth, we implemented a multi-layered SEO strategy grounded in technical improvements, targeted keyword expansion, optimized on-page content, and local SEO enhancements. As improvements rolled out, Simasko Law saw consistent gains across priority keywords, many of which rose dramatically into top-10 or even top-position placements.
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.
The Results
Case Closed on Massive Growth
As Simasko Law’s updated SEO foundation began to take hold, 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.
Together, these gains signaled a turning point. Simasko Law was no longer just competing in their market; they were being discovered by the people who needed them most and recognized by search engines as a leading authority in their field.