Engagement: SEO, content, attorney-profile authority work, local, and link acquisition. Market: Indianapolis and statewide Indiana. Descriptor for all public references: an Indianapolis injury firm.
The Challenge
The firm’s attorneys carry the kind of credentials most competitors can only imitate — decades of verdicts, bar leadership, teaching, and peer recognition. Almost none of it was working for them in search: bios were thin, authorship was anonymous, and the firm’s off-site authority (directories, associations, media) was inconsistent about who they even were.
The Approach
- Attorney bios as E-E-A-T assets. Full credentialed profiles — admissions,
- Named authorship on everything. Practice-area and insight content
- Entity cleanup. One canonical firm identity enforced across GBP, legal
- Link acquisition anchored to the attorneys’ genuine professional
honors, publications, speaking, associations — with Person/Attorney schema linking every profile to its bar and directory records.
published under the attorneys who actually do the work, written from real case experience.
directories, and citations.
footprint.
The Results
Figures below are windowed to the engagement period (through February 2026).
- Ranking keywords grew from ~900 to 3,000+ in twelve months (+240% year-over-year), with visibility for Indianapolis-area injury searches across a 20–30-mile radius of the firm’s office.
- A #1 average Map Pack position for “Carmel car accident lawyer”, top-3 averages across core injury terms, and 100% Map-Pack coverage of the tracked keyword set.
- Google Business Profile inquiries up 23–33% year-over-year (with 2025 peaks near +200%); 159 qualified leads in seven months at $288 per lead — well below the $350–550 typical of comparable markets — while organic traffic more than doubled year-over-year.
- The site passed Google’s mobile Core Web Vitals assessment in every measured month of the engagement (real-user load times of 1.4–1.6 seconds) — while a leading Indianapolis competitor failed on both desktop and mobile in all six months.
Why It Worked
Google’s quality standards for legal content are the strictest it has — and they are a gift to firms with real credentials, because competitors cannot fake their way past them. The work here was not inventing authority; it was making twenty years of earned authority legible to the systems that decide who gets found.
Credentials deserve visibility. Book a strategy call and we will show you the gap between what your firm has earned and what search can see.