Hay & Kilner SEO
SEO for Law Firms
The SEO Verdict. #1
The Challenge
To protect and grow organic traffic to the Hay & Kilner website, whilst increasing the volume of high-quality enquiries generated through the Hay & Kilner website.
The Strategy
SQUIDGY implemented a long-term SEO strategy to grow non-branded visibility and reduce reliance on direct traffic. We focused on building topical authority across key legal services, capturing demand at multiple stages of the decision journey, and strengthening the firm’s position in a competitive search landscape.
The approach prioritised sustainable growth, ensuring visibility remained resilient to changes in search behaviour and SERP features.
The Results
When SQUIDGY began working with Hay & Kilner in November 2023, the site relied heavily on direct traffic, with organic accounting for just 23% of sessions (9,006 of 39,701).
Comparing 2023 to 2025:
- Organic traffic surged 390% (9,006 to 44,188)
- Organic became the dominant traffic source
Keyword performance also strengthened significantly:
- Top 1–3 positions increased from 15 to 80
- Positions 4–10 increased from 23 to 130
In short, we transformed the site’s discoverability – shifting it from brand-reliant to organically driven, with measurable and sustainable growth.
