On this occasion the success case that concerns us is that of Marbenabogados.com, a project in a very competitive sector and high CPC keywords.
Our experience indicated that the niche of lawyers is a very competitive sector in which they tend to turn to Adwords to quickly get leads through forms or contact calls. However, the problem that arises when doing SEM in this type of projects is the high CPC that you have to be willing to pay for a click on your ad.
A comparison of the highest paid CPCs between different sectors:
As you can see, the legal sector is in position 4 in the world ranking of the highest CPCs.
A small sample of niche difficulty is the following screenshot detailing keyword parameters “employee lawyers“:
Other competing players with much more capital and resources to invest would be:
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You need to have a high Budget in order to be competitive and your ads are shown in the top positions, apart, of course, from having well optimized your SEM campaign.
SEO and SEM are not incompatible, in fact, the best strategy in a new project is to be able to combine both. We can not focus all the effort on the SEM channel, since in the medium and long term the profitability of the SEO is more than demonstrated if the appropriate actions are taken and a clear strategy is followed in the actions to be carried out.
We must bear in mind that, as a general rule, the rest of the players in SEM tend to bid higher, in addition to the fact that new startups or large entities can be introduced that can raise keyword bids and increase keyword CPCs.
The growth of the project over the last year has been really good, even exceeding the most positive expectations placed on this project.
The growth in 1 year has been 273,32% with a volume of highly qualified traffic and interested in the niche of labor lawyers.
To get to these figures, the strategy we followed was to give priority to the SEO channel, to work a lot on Onpage SEO and the importance of offering the visitor a quality content that satisfies the search intent in the SERPS of Google..
In the following screenshot you can clearly see the upward curve of the project during the last year:
In terms of the visibility index shown by the Sistrix tool, we can observe how it has been constantly evolving during the time worked by iSocialWeb:
What strategy do we follow in the project?
As it has been commented previously it was decided to bet strongly on an onpage SEO work, which still today, we continue to polish and improve month by month. The main actions carried out were mainly focused on:.
All these actions together with others, as an active link building strategy, where in addition to increasing the authority of the project, we have sought to bring us qualified referral traffic and quality to the web. They have allowed us to be within the Top 3 in great part of the most relevant keywords for the niche:
The positioning work we have carried out in this project has allowed us to obtain an approximate value, as representative data according to the Semrush tool, of around $ 54,000 for the transactional keywords positioned. A small example of these keywords is the following:
This list shows the high cost of some keywords positioned (column of CPC’s)..
The evolution of traffic during this last year of work has been x11 the total volume of organic traffic to the web.
The factors that have influenced have been:
We are currently working on project improvements, improving keyword rankings and optimizing site conversions.
SEO can be your solution to compete in markets where keywords have high CPC’s and your competitors are large corporations with a lot of capital to invest in SEM campaigns.