Case Study Local SEO Bernhardt Phillips LLP


Bernhardt Phillips LLP, a prestigious law firm based in Indianapolis, IN, sought to increase their local online visibility and attract more clients through their website. Despite having a well-established reputation, their online presence was not generating the desired leads. To address this, they partnered with Orbit Local, a leading digital marketing agency specializing in Local SEO, to enhance their local search rankings and drive organic traffic to their site.


Bernhardt Phillips LLP faced several challenges:

  • Low Local Visibility: Despite their strong offline reputation, they were not ranking well in local search results.
  • Competition: The legal industry in Indianapolis is highly competitive, with numerous firms vying for the same keywords.
  • Technical SEO Issues: Their website had several technical SEO issues that hindered its performance.
  • Lack of Local Content: There was a lack of content optimized for local search queries and local intent.


Orbit Local devised a comprehensive Local SEO strategy tailored to Bernhardt Phillips LLP’s needs. The strategy included:

  1. Local Keyword Research: Identified high-value, location-specific keywords relevant to legal services.
  2. Google Business Profile (GBP) Optimization: Enhanced and optimized the firm’s Google Business Profile (GBP).
  3. On-Page SEO: Improved on-page elements such as meta tags, headers, and local schema markup.
  4. Content Creation: Developed locally optimized blog posts and service pages.
  5. Citation Building: Ensured consistent NAP (Name, Address, Phone Number) information across various online directories.
  6. Technical SEO: Addressed website speed, mobile responsiveness, and other technical issues.


The implementation phase involved several key actions:

  1. Keyword Integration: Integrated locally relevant keywords into the website’s content, meta descriptions, and title tags.
  2. GBP Enhancements: Claimed and optimized the GBP profile with accurate information, high-quality images, and regular updates.
  3. Content Strategy: Published blog posts addressing common legal questions specific to Indianapolis residents and showcased local case studies and success stories.
  4. Local Link Building: Acquired backlinks from reputable local websites, including local news outlets and industry-related sites.
  5. Technical Fixes: Improved website speed, ensured mobile-friendliness, and fixed broken links and duplicate content issues.


The results of the Local SEO campaign for Bernhardt Phillips LLP were impressive:

Google Search Console (GSC) Insights (Last 6 Months):

  • Total Clicks: 398 clicks
  • Total Impressions: 4070 impressions
  • Average Click-Through Rate (CTR): 9.78%
Bernhardt Phillips LLC GSC Performance Summary
Case Study: Local SEO Results for Bernhardt Phillips LLP by Orbit Local 9


Orbit Local’s Local SEO strategy significantly improved Bernhardt Phillips LLP’s online visibility and client acquisition. By focusing on local keyword optimization, technical SEO, and quality content creation, the firm was able to attract more local clients and enhance their digital presence. This case study demonstrates the effectiveness of a tailored Local SEO approach in driving tangible results for businesses in competitive industries.

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