Case Study · Legal SEO

Personal Injury Law Firm SEO: 47 of 96 Tracked Keywords Now in Google's Top 10

A local SEO campaign that moved a personal injury firm's tracked keyword set from an average position of 35.45 to 19.32, with 47 of 96 terms reaching Google's Top 10 across every practice area the firm serves.

Industry: Personal Injury Law Service: Local SEO & GBP Measurement: Trailing 3 Months, YoY

Overview

A personal injury practice competing across every injury search

The client is a personal injury law firm whose tracked search footprint covers the core of high-intent injury law: personal injury, car and auto accidents, truck and motorcycle collisions, workers' compensation, work injury, and dog bite claims. These are competitive, geographically driven searches, where prospective clients look for representation at the moment they need it and often use "near me" and city-level queries.

Before the engagement, the firm's organic presence did not match the demand in its market. Search Console data from the prior year showed a sitewide average position of 39.5, well outside the range where searches turn into clicks. Many priority "near me" terms had no established ranking when tracking began, and the firm's historical organic keyword and traffic lines sat near zero for an extended period before any sustained movement. Chaz Edward Local Marketing approached the work as a legal and law firm SEO engagement built for breadth across the practice areas that drive injury cases.

Objectives

Page one, across the board

The engagement set out to build page-one visibility across the full range of injury searches, not a single headline term.

Reach page one for high-intent injury keywords across every practice area the firm serves
Compete for "near me" and city-level searches rather than a single flagship term
Establish rankings for priority terms that had no recorded position when tracking began
Strengthen local and map visibility through an optimized Google Business Profile
Extend organic reach to the firm's bilingual audience

The Strategy

One local SEO system, four moving parts

Chaz Edward Local Marketing built the campaign on a local SEO foundation, aligning the firm's on-page structure, Google Business Profile, and local signals with the way people actually search for injury representation.

Practice-Area and "Near Me" Targeting

Rather than concentrating on one term, the campaign mapped content and on-page optimization across the full injury set: car accident, truck accident, motorcycle accident, workers' compensation, work injury, and dog bite, each paired with local and "near me" intent.

Google Business Profile Optimization

The profile was structured to represent the practice accurately and consistently, in line with Google's guidelines for representing your business, so the firm could compete in local and map-driven results. This ran alongside the firm's broader Local SEO and Google Business optimization.

Bilingual Content and On-Page Optimization

Because the firm serves a bilingual audience, Spanish-language content and bilingual on-page optimization were incorporated as one component of the broader content strategy, extending reach without diluting the English-language commercial terms. This mirrors the approach in our multilingual and European SEO work.

Ongoing Content and Local Signals

Ongoing content and local signals built topical depth across each practice area and reinforced local relevance across the injury keyword set.

The Results

The numbers

Across a tracked set of 96 keywords, rankings improved in depth and average position, with independent Search Console data confirming the trend sitewide.

Average position across the 96-keyword tracked set improved from 35.45 to 19.32, an improvement of roughly 16 positions.

Tracked keywords now in Google's Top 10 (up from 27 of 96)

Of 96 tracked keywords improved over the period

Search Console impressions, last 3 months (up from 355K)

Estimated organic traffic value, across 942 keywords

Proof, Not Promises

Independent verification: Google Search Console

Search Console confirmed the trend sitewide, independent of the rank-tracking tool.

Google Search Console year-over-year comparison showing impressions up from 355K to 787K and clicks from 660 to 980 — **Search Console**Comparing the trailing three months year over year, impressions rose from 355K to 787K and clicks from 660 to 980, while sitewide average position improved from 39.5 to 37.4. These sitewide figures span every query the site surfaces for and are distinct from the tracked commercial set above.

Sustained Growth

Where it stands: September 2026

The gains compounded. By September 2026, the firm's organic footprint and estimated traffic value had grown well past the earlier benchmarks, with new position-one rankings across English and Spanish injury searches.

Organic keywords ranking, up from 942

Estimated organic traffic, up from 672

Estimated organic traffic value, up from $67K

Referring domains, with a spam score of 0

Two-year organic keywords and traffic chart showing steady growth from October 2024 through August 2026, with traffic peaking above 10K — **Two-year trajectory**Organic keywords and estimated organic traffic both climbed across the two-year view through August 2026, with organic traffic reaching into the thousands.

All-time organic keyword position history showing 3.4K keywords, 5.5K traffic, $639.8K traffic value, with position distribution breakdown — **Keyword depth**The all-time position chart shows 3.4K organic keywords distributed across Top 3 (88), Position 4-10 (944), Position 11-20 (402), Position 21-50 (1K), and Position 51-100 (832), with 148 SERP features. Organic traffic cost valued at $639.8K.

September 2026 keyword export showing position-one rankings for injury terms in English and Spanish, including San Antonio and Laredo markets — **Position-one rankings**A September 2026 export shows 3,449 organic keywords, with the site holding position 1 for injury terms in both English and Spanish, spanning commercial and informational intent across multiple Texas markets.

Analysis

What this means

Page-one position is where injury searches convert to contacts. By spreading rankings across the full practice-area set rather than a single term, the firm now appears for the range of situations that bring in cases, from car and truck accidents to workers' compensation and dog bite claims, in both English and Spanish.

Rankings deepened at every tier. Top 30 visibility rose from 84 to 91 keywords, and Top 100 from 86 to 93. Car accident attorney near me improved from a first-recorded position of 9 to 6. The pattern held over time: by September 2026 the organic footprint had grown to 3,449 keywords, with position-one rankings across English and Spanish injury searches.

Key takeaway: coverage across every practice area, in two languages, puts the firm in front of more qualified searches than a single flagship keyword could.

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Key Takeaways

Why it worked

See more results across other markets in our case studies.

Practice-area breadth: rankings improved across car, truck, motorcycle, workers' compensation, work injury, and dog bite terms, not one headline keyword.
Bilingual coverage: Spanish-language and bilingual on-page work extended reach across the firm's audience in English and Spanish, with Spanish-language injury terms ranking at position 1 by September 2026.
Independently measured: Search Console confirmed the lift sitewide, with impressions up from 355K to 787K and average position improving year over year.

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