Phase 1 - Proof of concept

For the first six months, Vix was on a trial run. This LA Law Firm needed to see a clear ROI before committing to a long-term partnership. Vix company Moonbeam SEO lead the charge here, focused primarily on on-site efforts, link building, and re-optimizing the website's functionality for the trial.

Here is what the results looked like after the trial, which ended on September 7th, 2021;

Organic Growth - Last 3 Month Comparison

SERP Performance Over Time

Incredibly, within the first six months, Vix could move the site up to the first page of organic results for most of their desired keywords.

Based on the results of the six-month trial the client agreed to extend another four months.

Phase 2 - Optimize our foundation

Because of the extension, we are able to scale everything that goes into acquiring links as well as adding some development work for free out of necessity for the client's ongoing site needs. These development tasks were handed off to White Rabbit, another Vix company.

Site Speed and Usability

A website is favored by Google when it scores high on PageSpeed Insights. On top of this, it must have a positive user experience, lower bounce rates, and longer session durations... Google has continued to weigh these factors for SEO increasingly. Now, links will forever be the most prevalent determining factor, but in a highly competitive niche such as law and for keywords that have incredibly high commercial value, we need every ‘point’ we can get.

Website optimizations are a forever ongoing process; with shifts in hosting and additions of new content over time, a website’s scores can change, as can what a user experiences. Thus, with a few hours of development work on the site each week, Vix managed to get the Client's site to a place where its scores and usability crush the competition. Google will, in time, reward us for this greatly.

Primary Focus - Practice Area pages (mobile speed the primary factor):

Because of some common optimization tools (such as Nitropack), the site would render a little strange and bump up and down before ultimately loading OR would glitch a little on interaction. Vix mitigated that from the user’s experience while maintaining high scores across the board. This is a common problem Vix sees with most theme or platform-built sites which rely on plugins for optimization.

Note: Google pages speed insight scores can fluctuate throughout the day, but Google looks at the average

Revisiting Growth Metrics Post Phase 2

6-Month Growth (Last 6 Months vs. Previous 6 Months)

Impressions Growth = 45%

Clicks Growth = 143%

6 Month Growth Practice Area Pages (Last 6 Months vs. Previous 6 Months Practice Areas Only)

Impressions Growth = 44%

Clicks Growth = 163%

End of 2021 Growth (Comparing 9/1/21-12/31/21 vs. 9/1/20-12/31/20)

Impressions Growth = 61%

Clicks Growth = 168%

Birdseye view of the Client's organic growth

Cost Per Acquisition

Vix was able to maintain an average CPA of $2,102 which is a true milestone in an industry as competitive as Personal Injury is in Los Angeles. Comparing this to Cost Per Click's industry average CPA of $6,000 we can now see the profound benefits of the investment into SEO.

Not only is Vix driving a lower CPA than with Paid Ads but the Client is now starting to benefit from the compounding interest of link building, which is, traffic that won't stop coming if you shut off ads.

Phase 3 - Scale

Vix is pleased that this Client has now committed to a long-term partnership and increased their monthly marketing expenditure. Vix will continue to dominate the statewide search results for the Client and eventually go national.