PaperRock Documents SEO Case Study

Background: 

Founded by Clare Cook and Jonathan Dawe, PaperRock offers a comprehensive selection of the highest quality legal document templates at competitive prices, crafted by some of the UK’s top solicitors.  

PaperRock provides customers with a reliable, expert and affordable solution. All documents are written to a high, professional standard by expert practicing Lawyers, setting Paper Rock apart from other Legal template platforms on the market; offering peace of mind by ensuring company interests are protected. 

The Challenge:  

Trading as a brand-new business and website, PaperRock first contacted us in October 2023 with the simple goal of challenging the top performing business’ in their industry to appear on page 1 of Google search results. 

Implementation:  

Pursuing SEO from scratch as a start-up can be an uphill battle, especially when working in legal industries. A strong working relationship built on trust and determination was quickly established with the client, working together to rise to the challenge.   

We started by carrying out keyword research, collating a list of target keywords that would be assigned across each website page.  

Our priority was to ensure all keywords were of relevant search intent, to generate as much convertible, high quality traffic as possible. Targeting broad keywords with large search volumes alone would result in masses of traffic that ultimately would not convert.  

We knew that if we were to achieve results, we needed to be patient, consistent and trust the process by trialling one strategy for a number of months to measure success. Altering strategies early on would reset any progress made.

Our client’s contribution to progress has been invaluable, working closely to ensure all legal terminology used in new content is correct. We have been able to reach a compromise where content isn’t too technical, remains easy to read but also demonstrates authority and expertise on the given subjects. 

Results: 

We are seeing excellent organic growth in traffic and visibility, with an 800% increase in organic traffic to the site over the course of 2024. 

• PaperRock is regularly seen in the AI overview section for blog posts, showing that Google sees them as an authoritative figure in this space whilst also cementing PaperRock as experts in their field.
• The graph below demonstrates significant growth in traffic starting in March 2024, proving that committing to one strategy for a period of time pays off.
• August to September presented new challenges that resulted in a loss of traffic. However, we worked closely with the client to overcome and recover traffic in the final months of the year.

We look forward to continuing on our journey to success with our clients at PaperRock in 2025.