A law firm with four locations across New Zealand: Christchurch, Auckland, Queenstown, and Dunedin. We were brought in to improve the organic search performance of the firm's individual location pages, so that each office would rank well for relevant searches in its own city.
1. Search query and ranking analysis. We reviewed which terms each location page was failing to rank for, and cross-checked this against the queries that were actually driving impressions and clicks to those pages. This let us assess search intent alignment whether the content on each page matched what people searching those terms were actually looking for.
2. On-page content optimisation. For each location page, we ensured the content included all the information a prospective client and a search engine would expect to find: services offered at that location, address and contact details, practice areas, parking, and local relevance signals (e.g. mentions of the city/region, local context). We also made sure the most important keywords for each location, the terms with the strongest search demand and clearest intent match — were naturally incorporated into headings and body content, rather than relying on thin or generic copy across all four pages.
