Search Performance

Below we can see the top 10 search terms that drove traffic to the site. Many of the terms driving traffic to the website are branded keywords (i.e. containing Patinos).

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Based on the data from Google Analytics/Search Console, the site appeared in the top rankings for a host of relevant (and non-branded) keywords, though in many cases we didn’t see much traffic coming from these keywords.

For example, in the screenshots below, we can see that

Patinos.com.au⁠

appeared as the top search result (see far right column) for keywords such as “cleveland personal injury lawyer(s)”, “car accident lawyer cleveland”, “law firm near me”, “law firms”, “lawyers cleveland”, “lawyers in Brisbane”, “lawyers near me”, “solicitor near me”, though the number of impressions and clicks was low or near zero. While I suspect this data is incomplete, (likely due to google’s anonymisation of search traffic coming from logged in users), it does indicate that we’re facing some challenges with ranking for key search terms the way that we have in the past.

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Screenshot 2024-02-09 at 10.37.48 AM.jpg

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YMYL and EEAT

It appears that the challenges around search rankings are largely due to Google’s algorithm changes for content in the YMYL category. YMYL is an acronym for “Your Money or Your Life” and it includes content around health issues, financial advice and legal services. For these categories where Google has recognised risk to the public stemming from websites with bad or incorrect information, google is prioritising websites and content that demonstrate EEAT (Experience, Expertise, Authority and Trustworthiness) - another Google acronym.

These changes have generally resulted in Google boosting the search results of the biggest websites and firms in the industry. That being said, if we can focus on producing content that highlights the experience of the firm (i.e. content attributed to Colin and Michael - that clearly describes their expertise) and delivers valuable information, there is an opportunity to improve the website’s rankings in the search results.

For the best results, this content strategy would be best combined with

link-building⁠

efforts aimed at sites with high(er) domain ratings.

Positive organic search results

The visitor traffic that came from organic search resulted in the most engaged sessions (i.e. highest engagement time on the site) compared to traffic coming from ads or other channels (such as direct and referral traffic).

This traffic also showed the highest number of conversions of all the channels through which visitors got to the site. Indicating that this is still a valuable way of reaching the people who are looking for the firm's services.

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