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Rathly

Personal injury SEO case study

By Ihor Lavrenenko · Updated

A personal injury firm in the St. Louis area hired Rathly for the technical side of SEO and for editorial links. Its own team handles content and site speed.

  • ✓A crawl of every page for technical problems
  • ✓Broken links and redirect chains repaired
  • ✓Practice pages linked to each other
  • ✓Google clicks up 52% in two months
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At a glance+52%Google clicks2.01K against 1.32K20.4 → 14.9Average positionWhole site118Searches new to page oneBrand names excluded273 → 344Searches in the top threeBrand names excluded
+52%Google clicks2.01K against 1.32K20.4 → 14.9Average positionWhole site118Searches new to page oneBrand names excluded273 → 344Searches in the top threeBrand names excluded
Starting point

An injury firm in a crowded local market

Personal injury is one of the most contested local searches in any city. Large firms buy ads and links in volume, and smaller firms fight for the same page-one spots.

  1. 01

    The brief

    The firm's own team writes its content and looks after site speed. It asked Rathly to find and fix the technical problems, then build links.

  2. 02

    The measurement window

    We've worked with the firm on and off for a long time. This study compares its weakest stretch, December 2025 to January 2026, with its strongest, February to March 2026.

What we did

Technical fixes, then links

The work stayed in our lane, the parts of SEO the firm's team doesn't cover.

  1. 01Step 1

    Technical audit

    We crawled the whole site for broken links, redirect chains and weak internal links between pages.You get fixes in priority order
  2. 02Step 2

    Repairs and internal links

    We repaired broken links, cleaned up redirects and linked the practice area pages to each other.You get a cleaner site
  3. 03Ongoing

    Editorial links

    We earned editorial links pointing at the practice area pages that bring the most valuable cases.You get more authority
  4. 04Today

    Start with an audit

    Send your site and we list what to fix first.Talk to us →
Results

A practice area search moving onto page one

Search Console filtered to one injury search shows how far the practice pages moved in two months.

Search Console for motorcycle accident attorneys, average position 6.6 in Feb to Mar 2026, up from 13.1
Google Search Console

motorcycle accident attorneys, from 13.1 to 6.6

February to March 2026 against December 2025 to January 2026. Impressions held steady while the page climbed onto page one.

Click the screenshot for full size
Rankings

Injury searches that moved toward page one

Each row compares December 2025 to January 2026 with February to March 2026, in average Google position. We leave out searches that name the firm.

SearchDec to JanFeb to Mar
motorcycle accident attorneys13.16.6
motorcycle accident lawyers16.68.3
auto accident attorney11.06.1
st louis bicycle accident attorney19.99.3
st. louis bicycle accident lawyer28.410.6
st louis drug injury attorney29.210.6
st. louis burn injury lawyer29.611.6
product liability lawyer st louis21.411.9

Google Search Console. Across the site, 118 unbranded searches climbed onto Google's first page between the two windows.

Lessons for law firms

What an injury firm can take from this

Fix the technical basics first →Broken links and redirect chains waste the authority a firm already has.Link practice pages together →Internal links tell Google which pages matter for each type of case.Point links at case pages →Editorial links aimed at practice pages moved them toward page one.
More results

Other client case studies

Get more injury cases from search

  • ✓ An audit before any long contract
  • ✓ Fixes ranked by impact
  • ✓ Links you can see and check
  • ✓ A reply the same or next day
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