SEO campaign for a legal advisory firm and process

This is a fictional example of a campaign plan based on typical processes for companies of this type and size.

Specialised advisory businesses often have strong professional expertise but low digital visibility. This example shows the campaign plan and concrete process Karina Vester Schultz at Vester Marketing developed for a legal advisory firm with five employees in Copenhagen, and what it produced over nine months.

The starting point for SEO optimization

The company is a legal advisory firm specialising in commercial law and contract law. Five employees. Target audience: SMB owners and entrepreneurs. At the start of the collaboration:

• Fewer than 80 unique organic visitors per month
• Not indexed for key search terms: ‘business lawyer’, ‘contract law SMB’, ‘legal advice for entrepreneurs’
• No Google Business Profile and no local rankings
• Technical errors: missing meta tags, no structured data, slow mobile load speed
• No structured approach to keywords or content
• The campaign plan

The campaign plan

A written campaign plan was developed and reviewed with the client before execution began. The plan described three phases with concrete deliverables, a timeline, and expected results.

Phase 1: Technical foundation and local visibility (months 1–2)

Fix critical technical errors, optimise load speed from 4.8 to under 2 sec on mobile, implement Schema.org markup (LegalService, LocalBusiness, Person), create and fully optimise Google Business Profile, set up Google Search Console.

Phase 2: On-page SEO and first content production (months 3–5)

Optimise all existing pages with correct title tags, meta descriptions and internal link structure. Produce three FAQ articles targeting long-tail keywords with clear purchase intent.

Phase 3: Content expansion and local link building (months 6–9)

Produce three additional articles and two in-depth guides. Build local links through industry directories and professional networks. Actively encourage clients to leave Google reviews.

Campaign execution

See what happens during the campaign’s three phases.

The first to the second month

Technical review and bug fixes: loading speed optimized from 4.8 seconds to 1.9 seconds on mobile, JSON-LD Schema.org markup implemented, Google Search Console set up, correct meta titles and meta descriptions on all existing pages, fully optimized Google Business Profile.

From the third to the fifth month

On-page optimization of existing pages, as well as the production and publication of three FAQ articles. The client approved all texts and learned along the way what makes content SEO-friendly—an explicit goal of the collaboration.

From the sixth to the ninth month

Three additional articles and two guides have been produced and published. Local link building via industry directories and professional networks. The Google Business Profile received its first organic reviews.

Results after 9 months

The figures are based on other projects I have worked on throughout my career.

Monthly organic traffic: From under 80 to approximately 160 unique visitors (+100%)

Google Business Profile impressions: Approximately 280 per month in local search and Maps

Primary keywords: ‘Business lawyer Copenhagen’ – from page 4+ to top 10 organically

Long-tail articles: 3 of 6 FAQ articles ranking on page 1

Monthly organic enquiries: From 0–1 to 2–4 per month

Google reviews: From 0 to 9, average rating 4.5

Key takeaways

After a campaign, it’s always important to analyze and measure the results.

What worked best

Local SEO and Google Business Profile delivered the fastest results—visible within just 6–8 weeks. FAQ articles that precisely matched search intent ranked faster and more consistently than broad informational pages. For local B2B consulting, the combination of local SEO and long-tail content is the most effective initial investment.

What would be done differently

The content approval process took longer than planned. In future collaborations, a clearer workflow with fixed feedback deadlines will be established from the start of the project.

Next steps

With the foundation in place, the next phase involves consolidating rankings, increasing backlinks from relevant industry sources, and expanding content to new keyword clusters. The client is now able to maintain the content independently with quarterly SEO checks.

See how you can use Vester Marketing for your SEO campaign

Are you considering a similar initiative? Karina Vester Schultz offers a no-obligation review of your company’s current SEO situation.