The first priority was to oversee a domain migration, from www.qualitysolicitors.com/jacksoncanter to www.jacksoncanter.co.uk.

Redirect pathways were put into place to ensure that users searching for the old site could find the new website. As a result, QualitySolicitors pages soon began to drop out of the search engine index, replaced by the new Jackson Canter domain.

Providing placeholder pages on the QualitySolicitors site, featuring details of services offered, allowed us to direct users to the appropriate new domains. To prevent the two sites from encroaching on the organic visibility of the other, we applied cross-domain canonicalisation. Our efforts assisted search engines in determining the most relevant page to rank, whilst we were still able to provide a conversion path for visitors on both sites.

The next stage of the campaign focused on revising the on-page content to focus on user intent and search behaviour. As the services offered by solicitors are often represented by complex language, it was noted early on that not everyone in need of legal support would know exactly what service area they required, or how to find it.

Workshops with 10 heads of departments were organised. Within these discussions, we identified business priorities for the coming year and common questions asked by new clients. This information was then used to conduct keyword research for each legal service area. New content was produced for the site in a collaborative manner with the solicitors. This approach combined common search queries with legal expertise; we were able to ensure content on the site was legally accurate whilst also representing the intention and behaviour of those in need of legal assistance.

The campaign involved two different brands that were superficially very similar: Broudie Jackson Canter and QualitySolicitors Jackson Canter. In order to ensure that customers found the service they required, no matter which site they landed on, we implemented a large-scale technical SEO plan. We provided placeholder pages featuring details of services offered from each brand, recommending that they visit the appropriate site for further information.

However, this solution meant that the two sites could be encroaching on the organic visibility of keywords for the other brand. In order to prevent this, we implemented cross-domain canonicalisation, with the placeholder page on QSJC canonicalised to Broudie and vice versa. Our canonicalisation efforts assisted search engines in determining the most relevant page to rank, whilst we were still able to provide a conversion path for visitors on both sites.