SEO Case Study: Stephen Field Law

I knew from the get-go that all the stops had to be pulled out for renowned London barrister, Stephen Field. After all, playing fast and loose with the law could result in prison time. One thing was for sure: a project of this complexity meant a content strategy was a must if his web copy was ever going to grab the attention of Mr Google.

So like some rogue magician revealing how to chop his assistant in half, let’s take a look at my SEO content process and discuss a few web copywriting secrets along the way.

Phase One: Web Copy Content Strategy

A good web copy content strategy provides crucial information about what content best suits a company and how it should be deployed. It’s also the bedrock of nailing down keywords and key phrases – there’s an SEO copywriting tip if there ever was one. Stephen wanted the best SEO copy results, so rather than taking a punt at what his users were typing into search engines, we set down a clear strategy to get inside their minds. So how is it that Stephen Field Law now ranks on page one of Google for the majority of his main keywords / key phrases?

Brand Principles / Brand Identity

Defining Stephen’s brand principles / identity marked the first step towards designing content representative of his services and understanding his main demographic, their tastes, needs and how to appeal to them. If you’re building, redefining or emboldening a brand, first get a feel for the people it’s intended for – at least, that’s what my Old Momma used to say.

User Identification / Readership

Carrying out user identification meant we were able to tailor content both on a readability and SEO front. Getting a real handle on Stephen’s clients’ needs, spending power and so on, provided a great platform to eek out the main and niche keywords / key phrases they were searching for him on.

Create a Voice

Defining Stephen’s brand and users set the scene in terms of creating a voice which would seamlessly absorb his keywords / key phrases.

Phase Two: SEO Keyword Research

Armed with more information than a parrot at Mensa meeting, we trawled the online space to create a master list of keywords / key phrases for each individual web page on his site. Understanding Stephen’s users and brand paved the way to developing SEO copywriting which would go on to shake the foundations of the legal world.

SEO Web Copy Conclusion

When it comes to SEO-enhanced web copy, it’s my experience that the only real way to garner the best results is to lock a line of attack in place before putting pen to paper or finger to keyboard. And in Stephen’s case, the web copy content strategy bore more fruit than a genetically modified apple tree.