SEO

Setfords

Estimated organic traffic rose 415% and top-ten organic rankings grew 444% from the campaign baseline to their peak within 12 months of completion.

The brief

Give a leading law firm a stronger position in search

Setfords is one of the UK’s leading law firms with a nationwide presence. It serves individuals and businesses across a broad spectrum of legal verticals. Setfords reputation and expertise were already extremely strong, but the breadth, content and external authority of its website made it harder for the most important service pages to stand out in organic search.

The brief was to sharpen the site’s focus, make the most useful legal content easier to discover and build authority through coverage in respected publications.

+415%estimated organic traffic, from 3,515 to 18,087 monthly visits

+444%top-ten organic rankings, from 336 to 1,827

12 monthsallowed for the post-campaign peak in both Ahrefs measures

The work

How we did it

We brought more focus to Setfords’ website and supported its search presence with digital PR. This joined the pages people needed with a stronger public reputation for the firm.

Prune and prioritise content

We reduced weaker or overlapping material so the site could concentrate on fewer, stronger focal points and give important legal services clearer prominence.

Strengthen service relevance

We used a more focused content structure to help searchers find the right legal expertise, whether they needed advice as an individual or for a business.

Build reputation through PR

We secured editorial coverage that put Setfords’ expertise into national conversations and supported the firm’s wider authority online.

Coverage secured

The campaign also secured national coverage in The Independent, The Guardian and the Daily Mail. The Setfords PR case study shows that coverage in context.

The results

See the results

At the start of the campaign, Ahrefs estimated 3,515 monthly organic visits and counted 336 keywords in positions one to ten. By the highest point within 12 months after the campaign ended, those figures had reached 18,087 and 1,827 respectively.

UK, all subdomains; Ahrefs monthly averages. Growth is calculated from the same baseline to the peak inside the stated window. Ahrefs estimates are directional and do not represent analytics sessions.

Thin blue line chart of Setfords estimated organic traffic, preserving the monthly Ahrefs rises and dips from 3,515 to 18,087; month names are shown without years. — Estimated organic traffic · Ahrefs monthly trend

Thin blue line chart of Setfords top-ten keyword rankings, preserving the monthly Ahrefs trend from 336 to 1,827; month names are shown without years. — Organic keywords in positions 1–10 · Ahrefs monthly trend

A broader first-page presence

The top-ten keyword count grew by 1,491. That means a far wider set of legal searches could bring people to Setfords’ expertise through organic results.

Authority beyond the website

Coverage in national publications brought Setfords’ legal expertise to wider audiences and supported the firm’s online authority.

Your brand, next

Make your expertise easier to find

Let’s talk

Go Up is a leading SEO Agency in London. If you’d like to get a quote, please get in touch. We’d love to hear from you.

Testimonials

Let’s start planning your project.

If you are interested in hearing about our services and what we can do to help your business, we would love to hear from you.