Overview
Wettermark Keith is a plaintiff-side personal injury firm operating across Alabama, Florida, Tennessee, and Mississippi. PI is arguably the most brutally competitive vertical in local SEO — dominated by aggressive PPC, mass-tort aggregators, and firms with 10x the media budget. Our mandate: build organic and local dominance in every office market without matching those ad spends.
The challenge
- 20+ office locations, most with a thin single-page presence and no local relevance signals.
- Practice-area pages that were legally accurate but wrote past the injured person actually searching.
- A local pack completely owned by three national PI aggregators with massive citation counts.
- Zero structured data or schema, so no rich results across attorney, review, or FAQ surfaces.
Our approach
Location + practice matrix
We built a full location × practice matrix — every office got a hand-written page per practice area (car accidents, truck accidents, workers' comp, slip-and-fall, wrongful death) with genuinely local content: courthouse info, local statute references, jurisdiction-specific verdict data, and neighborhood-level intent.
GBP + local citations at scale
We rebuilt every Google Business Profile with proper categorization, service areas, weekly posts, review-response cadence, and geo-tagged imagery, then layered 40+ high-authority legal citations per location to close the trust gap with national aggregators.
Case-result and verdict content engine
We turned real case wins into ranking assets — verdict summaries, injury-type explainers, and 'what to do after' content that answered the exact questions injured people ask in the first 48 hours. This is the content Google and AI systems reward and aggregators can't authentically produce.
Attorney + LegalService schema
Deployed Attorney, LegalService, LocalBusiness, and FAQPage schema across the site, unlocking review stars, FAQ rich results, and knowledge-panel eligibility in every market.
"We stopped competing with the aggregators on ad spend and started beating them where clients actually decide — the local pack and the answer engines. The economics of our intake completely changed."
— Marketing leadership, Wettermark Keith
The playbook
Services delivered
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