380% Growth in Organic Traffic in 90 Days for Madia Law LLC

At a Glance

We partnered with Madia Law LLC, a Minneapolis-based employment and civil rights firm, to improve their local visibility and organic reach in a highly competitive local legal market. Through targeted SEO fixes and laser-focused strategic content optimization, the firm quickly became a top-ranked authority in its practice areas, resulting in significant growth in rankings, traffic, and qualified client inquiries.

Case Details

Client Type: Law Firm (Employment & Civil Rights)
Location: Minneapolis, MN
Period of Performance: Jan 2025 – Apr 2025

Results

400+ organic form-based qualified leads (76 in Jan → 147 in Apr)
147 qualified leads in the month of April 2025
380% increase in organic traffic (monthly visitors grew from ~2.0K to ~9.6K)
204% increase in traffic value (from $5.4K → $16.4K)
118% more ranking keywords (2.2K → 4.8K total keywords; Top 3 rankings up from 39 to 199)
164% increase in search impressions (from 763K → 2.02M)
138% increase in clicks (from 6,490 → 15,500)
154% increase in Google Business Profile interactions (from 277 in Dec to 704 in Apr)

Curious about how we can create similar results for your business? Let’s discuss your goals and explore how we can make them a reality.

Client Background & Engagement

Madia Law LLC is a Minneapolis-based litigation firm led by trial attorney J. Ashwin Madia that focuses on employment and civil rights cases. While the firm had built a strong reputation over the past decade with their skilled advocacy in Minnesota courtrooms, its digital presence lagged behind, resulting in inconsistent organic leads and limited visibility in search engines for high-value keywords.

In a saturated metro market like Minneapolis, where long-established firms with extensive backlink networks and years of SEO investment dominate first-page results for keywords like “employment lawyer Minneapolis” and “wrongful termination attorney,” newer or under-optimized websites face steep uphill battles.

To compete effectively, Madia Law required a comprehensive SEO campaign in conjunction with a professionally designed and conversion-friendly website.

“I met Tim at a conference, with a bunch of other SEO vendors. Something struck me about him – he just seemed hungry, and ready to go for it. I contacted him when I got back to my office and we set something up. I’m 45 days in right now and I couldn’t be happier. I’ve had a lot of SEO vendors over the years make promises and fail. So I’m pretty cynical about the industry. Tim is the exception. He goes for it. He knows what he’s doing. He takes ownership and pride in his work. And he makes it his personal mission to get you where you want to go. I strongly recommend him if you’re trying to get your firm to the next level in SEO.”

– J. Ashwin Madia, Trial Lawyer & Founder of Madia Law

Getting this kind of message from the founder of a litigation firm doesn’t happen by accident. It’s the result of a focused SEO campaign that turned low online visibility into a steady flow of qualified leads.

This is what we delivered for Madia Law, a firm with courtroom credibility, waiting for the right digital strategy to unlock its full growth potential.

Our initial SEO audit revealed several core obstacles holding Madia Law back:

Low Search Visibility: The firm’s website ranked on Page 2 or lower for nearly all critical service keywords (e.g., “employment lawyer,” “medical malpractice lawyer”), making it virtually invisible to potential clients using online search engines.
Technical SEO Flaws: Our team thoroughly assessed the Madia Law site and discovered a handful of critical on-page errors, including 4xx broken links, 3xx redirect chains causing crawl delays, and duplicate meta tags. These issues negatively impacted crawlability, indexation, and ranking efficiency.
Content Gaps: Important service topics, such as wrongful termination, police misconduct, and employee rights, were either missing or lacked the substance necessary to compete with long-form content from the sites of rival local law firms.
Underperforming Google Business Profile: The listing lacked service categories, recent reviews, and geo-optimized content, resulting in reduced visibility in Google’s map pack and local search results.
Weak Backlink Profile: With few authoritative links, the site lacked domain trust and struggled to rank against firms with hundreds of high-quality links from legal directories and local news media.

These factors combined to suppress Madia Law’s digital visibility despite its advanced legal expertise and stellar industry reputation. Addressing each of these challenges required technical SEO cleanup, content expansion, local search optimization, and authority-building through targeted outreach.

Our Winning SEO Strategy For Increased Traffic & Organic Leads

Figure: Growth in monthly organic traffic from January to April 2025 following Blue Summit SEO’s campaign deployment

We implemented a comprehensive SEO strategy focused on technical excellence, authoritative content, and local prominence to tackle the challenges our client was facing. Here’s how we turned Madia Law’s website into a lead-generating machine:

Technical SEO Audit & Fixes

We addressed critical technical issues that were limiting the site’s ability to perform in search:

Resolved Site Errors: Fixed broken internal links (4xx), redirect chains (3xx), duplicate meta tags, and thin or missing on-page elements that disrupted crawlability and SEO performance.
Improved Indexing Efficiency: Cleaned up sitemap errors and ensured all core pages could be crawled and indexed by search engine bots.
Structured Data Implementation: Added schema markup (FAQ and LocalBusiness) to enhance how Madia Law’s content is interpreted and displayed in search results, improving visibility through rich snippets.

These foundational updates created a technically robust site architecture that enabled new content to be indexed more quickly and rank more effectively, laying the groundwork for sustained organic growth.

Keyword Development & Intent Research

We built the SEO strategy around the precise terms and content that Madia Law’s prospective clients were actively searching for, blending high-intent queries with topical depth.

Keyword Discovery: Identified high-volume search terms (e.g., “employment lawyer Minneapolis”) and supporting long-tail queries (e.g., “how can you sue for wrongful termination”) using Ahrefs and GSC data.
Page-Level Optimization: Mapped each keyword to its relevant service page and optimized metadata, headings, and on-page copy to reflect the searcher’s intent.
Content Gap Analysis: Reviewed high-ranking competitor sites to uncover missing pages and underdeveloped subtopics, such as legal Q&As around workplace retaliation or civil rights violations.
Blog & FAQ Strategy: Reviewed and analyzed our findings to build a content roadmap targeting informational and exploratory search queries, expanding coverage across employment and civil rights topics.

This systematic keyword and intent alignment strategy laid the foundation for content that ranks, converts, and builds topical authority in a highly competitive legal vertical.

Figure: Google Search Console data shows top-performing queries post-optimization. Terms like “defamation of character,” “employment lawyer,” and “can I file a police report for verbal threats” drove hundreds of clicks and thousands of impressions, highlighting the impact of precise keyword targeting.

High-Impact Content Creation & Revamps

We executed a content generation and refinement strategy designed to demonstrate topical authority, align with searcher intent, and convert high-value traffic into qualified leads.

Revamped Key Pages: We rewrote key service pages using a client-first approach, replacing legal jargon with actionable, plain-language responses to common questions about wrongful termination, civil rights violations, and workplace discrimination. Each page was enhanced with trust-building elements, including testimonials, awards, and real-life case outcomes.
Topical Mapping & Cluster Strategy: Leveraging keyword and gap analysis, we developed comprehensive topical maps to guide our supporting content. These schematics outlined priority clusters (e.g., workplace harassment, retaliation, and wrongful termination), ensuring semantic coverage from core service pages to blog-level support.
SEO Blog Development: We created targeted, long-form articles and FAQs addressing search queries such as “Can you be fired for being sick?” and “What is workplace defamation?” These assets captured long-tail traffic, leading to direct client inquiries.

Internal Linking for Semantic Reinforcement: We connected content across the Madia Law site through strategic internal links, helping search engines understand the semantic relationships between topics and increasing authority within each subject area.

Local SEO & Google Business Profile Optimization

To improve Madia Law’s presence in local search and the Google Map Pack, we executed an extensive and highly detailed local SEO campaign:

Google Business Profile Optimization: We updated business details, selected accurate service categories, added keyword-focused descriptions, and uploaded professional photos of the team and office to enhance trust and local relevance.
Location-Based Content Updates: We embedded phrases specific to Minneapolis and the Twin Cities region into key service pages and built a dedicated local contact page with map integration and driving directions.
Citations & Legal Listings: We created consistent, accurate profiles across authoritative legal directories and local business platforms to strengthen NAP (Name, Address, Phone) consistency and build domain trust.
Review Strategy: We implemented a proven, non-invasive process to gather 5-star Google reviews from satisfied clients. This increased trust signals that validated the firm’s legitimacy and enhanced its appearance in the Google 3-pack for terms like “employment lawyer Minneapolis.”

As a result, Google Business Profile interactions jumped 154% between December and April, reflecting higher visibility in local search and growing engagement from Minnesota users searching via Maps and geo-targeted queries.

Figure: Following full setup and optimization, Madia Law’s GBP interactions grew from 277 in December (prior to optimization) to 704 by April.

Authority Building with Quality Backlinks

To strengthen Madia Law’s domain authority and compete with more established firms, we executed a white-hat backlink strategy focused on trust and topical relevance.

Earned Mentions & Editorial Links: We secured high-quality backlinks from reputable sources, including a Super Lawyers Minneapolis listing and a workplace equity publication linking to Madia Law’s blog on gender discrimination. These links reinforced the firm’s local expertise in their specialty of employment law and drove targeted referral traffic.
Legal Citations and Directories: We added authoritative backlinks from trusted legal associations and directories to build domain credibility and enhance local SEO signals.

As a result, Madia Law’s domain authority increased steadily, with each link progressively signaling added topical trust to Google. This contributed directly to improved rankings across competitive employment and civil rights search terms.

The Payoff: 400+ Organic Leads and a 380% Traffic Spike in Just 90 Days

Our SEO strategy delivered rapid, measurable growth in the 90-day window between 30 January and 30 April 2025:

Traffic Surge: Monthly organic visits grew from ~2,000 to ~9,600, a 380% increase.
Keyword Expansion: Total ranking keywords jumped from 2.2K to 4.8K, with top 3 rankings increasing from 39 to 199.
Visibility Gains: Impressions rose from 763K to 2.02M (+164%), and clicks grew from 6,490 to 15,500 (+138%).
Improved Positioning: Average search position improved from 38.3 to 27.8.
CTR Shift: A slight dip from 0.9% to 0.8% reflects the expansion into more informational and long-tail keywords, boosting topical authority and broadening discovery.
Local Interaction Growth: Google Business Profile interactions increased by 154%, rising from 277 in December to 704 in April, further supporting local lead generation.

These improvements led to a sharp increase in potential client interest. Madia Law attracted over 400 qualified leads through SEO-optimized pages between January and April 2025, including 147 in April alone. These leads came directly through SEO-optimized pages, excluding phone calls, follow-ups, and multi-touch interactions.

Figure: Organic qualified leads from January to April 2025.

By March, the firm’s team had already noticed a dramatic uptick in call volume and form completions, signaling a shift in how people were finding and contacting the firm.

“Hi Tim,
Last month in April we were at 627 new matters created. As of today for May, we’re at 574 matters. Comparatively, April last year saw 337 new matters, and May saw 353 new matters.
From April – May 2024 we had a total of 1605 new matters added. This year during that same time frame we’ve had 2646.
There’s definitely been an uptick in calls.”
— J. Ashwin Madia, Trial Lawyer & Founder of Madia Law

Madia Law’s success proves the power of strategic SEO, connecting search intent with real visibility. Without spending more on ads, they consistently attracted high-intent inquiries and built a steady pipeline of qualified leads by simply showing up where it mattered most: at the top of organic search results.

Schedule a Free Consultation

Madia Law’s rapid turnaround shows that the right SEO strategy can deliver game-changing results. Are you ready to achieve similar success for your firm?

Schedule a free consultation with Blue Summit SEO today, and let’s explore how data-driven SEO can dramatically boost your online visibility and lead generation. We’re here to help your firm understand the basics of SEO improvement, dominate search results, and win more clients… starting right now.