An injury firm on its first SEO engagement, with one province to win. 180% more clicks, June to June.
I took on SEO for a Canadian personal injury firm in spring 2025, the first time an agency had worked on its search presence. Set against the matching month a year later, Google clicks in June 2026 were up about 180% on June 2025. Clicks rose about 120% within weeks of that first full month and held at the higher level for the rest of the record.
Results
Google clicks
Google impressions
Untouched by agencies, and no articles
The firm came to me in April 2025 having never had an SEO or marketing agency touch its site. It takes injury claims of every kind within a single Canadian province, and its pitch is that clients speak to senior lawyers themselves rather than being handed to case handlers. There was no blog, and the partners wanted one written with professional authority.
June 2025, my first complete month, brought several hundred clicks from some 84,000 impressions. A modest base for a firm whose whole market is people who have just been hurt.
Setting the brief and the yardstick
The firm's onboarding brief set the direction. This is the brief I worked to and how I judged progress against it.
- 01
Define what a win looks like
In the firm's own words, success meant a bigger presence in search and more new clients coming in. I took that as the test for everything else, so the reporting would answer the question the partners actually cared about. Clicks from Google became the main measure, because they are the closest thing Search Console offers to a person choosing the firm.
- 02
Keep the market tight
A single province and a single area of law. The people worth reaching were injured people in that province, searching about their own claim, not readers across the country browsing legal topics. Keeping the target that narrow made it easier to judge whether growth was the right kind of growth rather than just more traffic.
- 03
Plan content in the firm's voice
The partners wanted articles that sounded like them: authoritative and measured, never chatty. For an injury firm that sells direct access to senior lawyers, the tone of an explainer on damages or fault is part of the pitch, so voice sat alongside topic in the brief from the first conversation.
Where fifteen months landed
June 2026 brought about 180% more clicks than the June before. Over the summer, June to August added up to about 40% more clicks than in 2025, and each of those three months beat its counterpart. January 2026 was the best month in the record, which fits what the firm told me at the start: winter is its busiest season.
Reach widened too, from about 73,000 impressions in October 2025 to some 130,000 in August 2026. On Bing, Copilot cited the site in roughly 1,000 answers in May 2026 and about 1,300 in August. The questions behind those citations were explanatory ones about damages, fault rules and what a settlement can look like.
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