How to Double Your Law Firm's Revenue in Six Months
(Even If You Don't Have A Corporate Budget)
Part Two

How to Avoid Slater Gordon's Huge Mistake

Welcome back!

I hope you enjoyed part one where I revealed the single biggest digital marketing opportunity that exists in the legal industry right now.

If you've not read it yet, I suggest that you go back and read it else this won't make much sense.

Then when you're ready all you need to do is scroll down to find out:

  • Why this marketing opportunity is so big;
  • How Slater Gordon have got it so wrong;
  • How to avoid making the same mistake so you can take advantage of this opportunity;
  • Three advanced tactics your competitors don't know about and aren't doing;
  • A vital part of your marketing that can (and should) be automated;
  • Why other people's websites are the most important part of your digital marketing.


Let's take a look at how to set your law firm up with consistent clients for years to come...

How to Avoid Making the Same Mistake as Slater Gordon

We saw in part 1 that Slater Gordon's biggest failing is their approach to Google's local search.

But why are they underperforming so drastically and how can you avoid doing the same?

I focused on the 'personal injury solicitors' in London search to show you - as the most competitive it requires the best approach to be able to compete.

Which, as you'll see, Slater Gordon aren't doing at all...

How to Prove to Google What You Do and Where You Do It

First let's look at their listing.

Except I can't show you Slater Gordon's listing you for a search of 'personal injury solicitors' performed in London, because they are being completely filtered out of it.

Google just don't see them as relevant to this search.

They do have their office registered and it does shows up (albeit low down) for a search of 'solicitors':

So why is one of the biggest law firms in the UK being actively removed from very profitable search results?

The Three Steps to Set Up Your Google My Business Listing For Minimum(!) Impact


  • They have a lot of poor reviews.

Poor reviews count against them and will decrease the number of people who actually contact them.

  • There are only 4 pictures uploaded to the listing.
  • They identify themselves as a family lawyer (which they don't show up for either.)

There is not a lot of opportunity to add content to a Google My Business listing, so uploading a good number of pictures, choosing the correct categories and getting reviews is vital.

You've probably heard 'content is king' being banded around. Well, it's true and it applies here as much as anywhere else - more on that later.


Though th will work best combined with...

Three Advanced Google My Business Strategies Your Competitors Have Never Heard Of

Here's some advanced stuff that most people just don't know about. I can all but guarantee that your competitors are not doing this - if you do it then will give you an edge:

  1. Choose your main category carefully for your main specialisation and select as many other relevant categories as possible.
  2. Visit and add a keyword rich article with links to social profiles under 'Story'.
  3. Add pages to your website to reflect those categories and the use language that Google uses.

I can't show you what Slater Gordon have done with those because they are either hidden behind the scenes or haven't been done.

Unlike their location pages...

How Your Website Can Make You Look Irrelevant To Nearby Users

As we'll see later on, the content you have on your site is the key to a search engine's understanding of you.

Put simply, if your website doesn't talk about your location, an algorithm isn't going to know that's where you are.
London office page

Local Content Done Well
      • Their location page lists their name, address and phone number (NAP).
      • It has a map of their location embedded directly from Google Maps.
Local Content Done Not So Well
      • The NAP should link to the listing URL.
      • The NAP is not exactly the same as it appears on the Google My Business listing.

The the 96/4 text trick that we'll cover in part three also applies here, but I'll keep it simple for now and move on to...

How to Prove to an Algorithm That Your Business is Real

How does Google know who you are, where you are and that you're definitely real?

It's not enough for you just to tell them - they look across the web to confirm what you say.

That's where citations come in.

A citation is anywhere that the name, address and phone number (NAP) of your business appears online. This is typically in a directory site, but doesn't have to be.

Google look for these to be present and consistent with each other to verify your business. If they don't find it they'll just show a competitor who they can find that information for.

Individual locations require their own citations, so a company can't just build citations for its headquarters and expect to be found in other locations.

How to Make the Algorithm Think You May Not Exist

I used Whitespark to research Slater Gordon's citations.

These are the numbers of citations held by companies showing up for 'personal injury solicitors London':

personal injury solicitors london citations

That's a total of 144 sources, with the top companies holding 1 - 13, which is really very low.

Compare that to the 537 total sources for 'injury lawyers New York':

injury lawyers new york citations

Despite those low numbers, Slater Gordon are only showing up through paying for an advert.

Moz Local shows that it's because their London office is missing some of the most fundamental citations:

Moz Local citation finder

Of those they do have, there are issues with them being incomplete and/or inconsistent with each other.

So Google just shows other people instead, or worse still (for them) completely removes them from results.

Why This is a Huge Opportunity Right Now

As you've just seen, right now there's a big head start to be had.

But as people wise up to this and put in the effort to implement and maintain it, those numbers are going to start to approach what we've seen in New York.

But this is only part of the equation and it's important not to forget...

The Number One Reason Other Websites Are the Most Important Part of Your Website

You've seen how badly they have done - now I want to show you something Slater Gordon have done very, very well.

This is a significant part of the power behind their £4M/month revenue which they are achieving from organic search despite their insignificance in local search.

They've managed this because they've remembered...

How Society Gets to Vote For Your Website Every Day

Backlinks remain the number one factor in Google's organic algorithm (and also play a part in Maps).

Each link acts like a vote in favour of a site and generally the more quality links you have, the higher your site goes in rankings and the more targeted search traffic you get.

We're going to look at the number and quality of links going to I used Ahrefs to analyse their backlinks:

Slater Gordon have 137,000 links from 2,640 different websites and their site is being actively shared on social media.

But they key to their success is that they...

Focus On Getting Quality 'Votes'

Here is an example of the top 8 links in terms of quality. 'DR' stands for 'Domain Rating' and is an estimate of the value of links going to that particular site. 'UR' stands for 'URL Rating' and is an estimate of the power of that one page.

Ahrefs backlink quality

As you can see these are some high quality, valuable links. Others include world-renowned, authoritative websites such as The Guardian, Forbes, Huffington Post and the BBC:

Backlink from the BBC

These are some exceptionally valuable links that pass a lot of authority and there are too many of them to list here.

But it's not just about quantity or quality, it's also about what they say so you can...

Avoid Getting Your Site Penalised with Anchor Text

If we create a link like this - click here - then 'click here' is the anchor text for this link. This is an important factor in where a website is positioned in Google.

People used to (and still do) create mass spam that used the keywords as anchor text, largely because it used to work very well. These days it's important that a site has a real mixture of words to avoid appearing remotely spammy.

This is a graph from Majestic of Slater Gordon's anchor text:

Slater Gordon's anchor text ratio

There is a big variety of phrases used.

Switching back to Ahrefs, you can see that there are 102 different anchor text phrases that use the words 'personal injury':

'personal injury claims' makes up 20% of them, but only 2% of the overall anchor text across the whole site:

This is nicely under-optimised - it shows relevance to the topic without being 'spammy'.

Ultimately we know it's working because they are consistently at the top of Google's organic search results for some very competitive keywords.


There's one thing still missing...

The Secret Sauce You Need To Consistently Generate Clients

We've seen how Slater Gordon have:

  • Optimised their Google My Business listing for poor performance
  • Built an incredibly high quality backlink profile from other websites to power their organic rankings to make up for this.

But there's one key thing that connects both of these:

Their website.

Remember I said content is king? Well, it's true - but not necessarily the way you think.

That's what we're going to look at in the next part, including:

  • How to make a website that will keep clients coming to you for years;
  • How the 96/4 text trick unmasks Google's big fat lie we saw in part one;
  • The four most important pieces of content you must have to get your website found by highly motivated prospects;
  • The single most important thing that will stop potential clients leaving your site straight away.

For now, thanks for reading and if you enjoyed this please share on social media.

Benjamin J Church

PS As an extra special thank you for reaching the end, here's the next part now:

Read part three now