SEO Growth for Rose Elder Law
Client: Rose Elder Law
The Challenge
The firm had no consistent search strategy and relied heavily on referrals and paid advertising. They needed a partner who understood the senior services market, elder-law keywords, local search behavior of seniors and their families, and could build a long-term organic growth engine that would reduce their dependence on expensive advertising channels.
Our Approach
Comprehensive Elder-Law Keyword Research
We conducted extensive research focused on high-intent elder-law queries: Medicaid planning, long-term-care rights, veterans benefits, estate planning for seniors, and local searches by families of aging parents in the Portland metro area.
Google Business Profile & Review Strategy
Optimized their Google Business Profile with legal and senior-care specific context. Implemented a systematic review generation strategy that highlighted their expertise in elder law and senior advocacy.
Website Restructure for Intent
Rebuilt practice-area pages to target specific intent: 'Medicaid Qualification', 'Veterans Benefits for Seniors', 'Long-Term Care Planning', etc. Created local landing pages for key service zones around Portland metro to capture geographic searches.
Content Transformation
Replaced generic outsourced articles with authoritative, original content focused on elder-law workflows, senior-care transitions, and Medicaid myths. This improved trust signals, domain authority, and positioned the firm as thought leaders in elder law.
Technical & Performance Optimization
Implemented mobile optimization (critical for families searching on tablets and phones), added schema markup for legal services, improved site speed significantly, and cleaned up local citations across directories.
Strategic Link Building
Built relationships with local senior-care associations, estate-planning community blogs, and senior housing portals — aligning with the broader senior-services ecosystem to build authoritative backlinks.
The Results
Key Performance Metrics
The SEO strategy delivered transformational results for Rose Elder Law:
- Organic inquiries increased by 350% within the first 12 months, providing a consistent flow of qualified prospects.
- Overall firm revenue grew by 200% as SEO became the primary source of new client acquisition, reducing dependence on expensive advertising.
- Secured 13 page-one rankings for high-intent elder-law keywords within the first 18 months, including 'Medicaid planning Portland', 'elder law attorney Lake Oswego', and 'veterans benefits Oregon'.
- Blog traffic increased by 420%, establishing the firm as a trusted resource for families navigating elder-care decisions.
- Local map views increased by 280%, significantly improving visibility for families searching for nearby legal help.
- Referral reliance dropped by 60% as organic search became a reliable, scalable lead source.
Why This Worked for a Senior-Focused Practice
Marketing for elder-law differs significantly from other legal specialties. Families seeking elder-law services are often in stressful situations, require high levels of trust, and conduct extensive research before reaching out. The decision-makers are typically adult children researching options for aging parents, which means content must address both emotional and practical concerns.
Our strategy succeeded because we understood these dynamics. We created content that educated families through complex topics like Medicaid qualification and long-term care planning, built local visibility so the firm appeared when families searched in crisis moments, and established Rose Elder Law as a trustworthy authority in a space where credibility is everything. The long sales cycle typical of elder-law services required patient, consistent SEO work — and the results compounded year over year.
"Working with Greatness Digital transformed how we get clients. Their strategic SEO gave us predictable lead flow, more qualified inquiries, and real growth in our practice. We're no longer hidden online — we've become the go-to elder-law firm in our region."
Michael Rose
Owner, Rose Elder Law