SEO Case Study

Law Firm SEO Case Study
Houlon Berman

This law firm SEO case study shows how Houlon Berman built organic visibility and domain authority in the competitive U.S. legal market.

houlonberman.comPersonal Injury · Criminal & DUI · Traffic · Family LawGoogle Search Console + Semrush
LAW FIRM SEO

Results at a glance

Organic search performance over the last 3 months.

3,765
Organic clicks (92 days)
876.6K
Google impressions
~41
Average clicks per day
118
Peak clicks in a single day
2.9K
Organic keywords (Semrush)
3.4K
Referring domains
12.1K
Total backlinks
26
Authority Score · "Good"

Key highlights

  • Steady traffic: 230–380 organic clicks every week, with a weekly peak of 380.
  • Strong rankings: 413 of the top 1,000 queries sit on Google page 1, and 38 hold a Top 3 position.
  • Powerful brand demand: “houlon berman” earns 102 clicks at a 29.3% CTR and an average position of 1.3.
  • Global reach: impressions from 222 countries, 158 of them with an average position on page 1.
  • AI search presence: 52 pages cited across Google AI Overview, Gemini, ChatGPT and AI Mode.
  • Mobile-first audience: 65% of clicks come from mobile – prospects searching the moment they need a lawyer.
Over 876 thousand search impressions and 3,765 high-intent visitors in three months – all from organic search, with no ad spend.

Daily & weekly trend

Consistently high visibility throughout the period.

Law firm SEO case study chart: daily organic clicks and impressions for houlonberman.com, Aug-Nov 2026
Daily clicks, 7-day moving average and impressions. Source: Google Search Console.

Clicks per week (full weeks)

Bar chart of weekly organic clicks for a law firm website, peaking at 380 clicks per week
Peak week: Oct 26 – Nov 1 with 380 clicks. On Oct 31 the site recorded 118 clicks in one day.

Devices & geography

A large mobile audience and international exposure.

Clicks by device

Donut chart: mobile, desktop and tablet share of organic clicks for a law firm website
DeviceClicksImpressionsShare of clicks
Mobile2,431467,65064.6%
Desktop1,292402,60034.3%
Tablet426,3961.1%

Clicks by country (Top 10)

Bar chart of organic clicks by country for a law firm website, led by the United States

Top 12 countries

CountryClicksImpressionsShare of clicks
United States3,377775,32989.7%
United Kingdom7915,1392.1%
Canada4215,7821.1%
Australia324,8700.8%
India225,8600.6%
Pakistan221,0090.6%
Philippines194,9850.5%
South Africa141,9070.4%
Germany112,0780.3%
Singapore101,2700.3%
Ireland81,9530.2%
Netherlands81,7950.2%
The U.S. market delivers 3,377 clicks (89.7%), while 158 countries record an average position on page 1 – a sign of strong content authority.

Keyword rankings

Hundreds of keywords established on Google page 1.

Ranking distribution (top 1,000 queries)

Chart of law firm keyword rankings: 38 in the Top 3, 413 on page 1 and 711 in the Top 20

Ranking facts

  • 38 keywords in positions 1–3
  • 413 keywords on page 1 (Top 10)
  • 711 keywords in the Top 20
  • 564 of 889 pages (63%) average a Top 10 position
  • Top 10 queries drive 76% of all recorded query clicks

Top 3 keywords by clicks

KeywordClicksImpressionsPosition
houlon berman1023481.3
progressive pain and suffering calculator223072.5
alan levenstein19661.2
zantac settlement payout tier 1182662.2
richard finci14981.4
olivia lerner121263.0
grounds for emergency custody in md83452.9
larry burch73642.7
victor houlon6171.0
houlonberman.com4271.0
post conviction relief maryland3332.3
houlon, berman, finci, levenstein & feldman, llc351.4
can silence be used against you in court2441.9
lawyer in greenbelt md11092.9

High-volume page-1 visibility assets

KeywordImpressionsAvg. position
owi45,6318.35
rear ended meaning14,8928.02
upper marlboro weapons lawyer8,1662.27
traffic violation lawyer7,2258.86
owi arrest meaning6,1366.67
do i need a lawyer for traffic court5,7765.64
driving offence lawyers5,5573.66
common law marriage maryland2,3215.09
how much does a traffic lawyer cost1,2824.90
delayed soreness after a fall1,0864.49

These queries show Google already recognises the site as a relevant source for high-volume legal topics – a strong foundation for further click growth.

Brand strength: firm & attorney searches

Brand queryClicksImpressionsCTRPosition
houlon berman10234829.3%1.3
alan levenstein196628.8%1.2
richard finci149814.3%1.4
victor houlon61735.3%1.0
claire knowlton108012.5%4.3
olivia lerner121269.5%3.0
jeremy feldman152356.4%4.6
sandy berman121826.6%5.6
Brand queries reach up to a 35% CTR at position 1 – prospects are searching for the firm and its attorneys by name.

Top-performing content

Blog articles and service pages that power the traffic engine.

PageClicksImpressionsPosition
why soreness can show up days after a slip or fall incident42730,1566.4
Homepage2928,7427.0
how much does a traffic lawyer cost traffic lawyer prices and fees22854,7568.6
attorneys sanford z berman891,5346.6
richard a finci875874.5
dos donts sleeping sober car without risking criminal exposure664,6936.7
how to get a rental car after an accident even if its not your fault6524,2729.2
traffic ticket defense the cost of hiring a traffic attorney6513,6839.0
jeremy r feldman588087.4
the differences between dui dwi owi ovi and oui56121,1518.7
different types of murder charges in maryland536,1426.3
hit and run in seattle wa how to report it and the essential steps to …518,9059.6

Clicks by content type

Chart of organic clicks by content type: blog articles, service pages and attorney profiles

Insights

  • Blog articles generate 2,245 clicks across hundreds of indexed posts.
  • Service pages and the homepage add 1,165 clicks.
  • Attorney profiles deliver 388 clicks from only 10 pages – excellent personal-branding efficiency.
  • The top article (“soreness after a slip or fall”) alone brings 427 clicks.

Practice-area coverage

Broad reach across four core areas of law.

Law firm SEO results by practice area: personal injury, criminal and DUI, traffic and family law
Classification based on keywords in page URLs from Search Console data.
Practice areaPagesClicksImpressions
Personal Injury193988298,065
Criminal & DUI214770368,305
Traffic44372166,470
Family Law139323111,930

Examples of high-intent queries

QueryPractice areaClicksPosition
delayed soreness after a fallPersonal Injury304.5
progressive pain and suffering calculatorPersonal Injury222.6
zantac settlement payout tier 1Personal Injury182.2
how much does a traffic lawyer costTraffic94.9
grounds for emergency custody in mdFamily Law82.9
pg county drug charge lawyerCriminal89.8
upper marlboro gun lawyerCriminal75.1
All four practice areas generate clicks and hundreds of thousands of impressions. Personal Injury leads with 988 clicks; Criminal & DUI leads with 368K impressions.

Authority & AI search

Semrush Domain Overview – Worldwide, Desktop, November 8, 2026.

26
Authority Score (Good)
3.7K
Organic traffic
2.9K
Organic keywords
12.1K
Backlinks
3.4K
Referring domains
14
AI Visibility score
52
Pages cited by AI
5
Brand mentions in AI

Pages cited by AI platforms

Chart of law firm pages cited by Google AI Overview, Gemini, AI Mode and ChatGPT

What it means

  • 35 pages cited in Google AI Overview.
  • 18 pages cited in Gemini.
  • Also cited in AI Mode (6) and ChatGPT (4).
  • Appearing in AI answers puts the brand in front of prospects before they open a standard results page.
A “Good” Authority Score plus citations across four AI platforms put houlonberman.com at the front of the generative-search era (GEO/AEO).

What drives the results

What the data shows about a strategy that works.

Scaled educational contentHundreds of articles drive 2,245 clicks and massive impression volume.
Broad topical coveragePersonal Injury, Criminal & DUI, Traffic and Family Law all produce clicks.
Attorney personal brandingProfile pages earn 388 clicks; attorney-name queries rank 1–5.
Backlink authorityAS 26, 3.4K referring domains, links from Yahoo, Cornell, Justia and more.
AI-search readiness52 pages cited in AI Overview, Gemini, AI Mode and ChatGPT.
Mobile & local relevance65% mobile clicks; local queries (Upper Marlboro, PG County, Greenbelt) rank on page 1.
LAW FIRM SEO

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