Goal: Improve search engine ranking position for the term “[State] CLE Requirements” in each U.S. State through on-page content optimizations. We also wanted to improve the scope of topical coverage, make the pages more valuable to readers, and improve the internal/external linking strategy. These were important top-of-funnel search terms for the client. I drove the strategy behind the rebuild, edited my team’s work, and worked with a freelance writer to recreate our desired approach in each U.S. State.
Before
- Important information was missing, like New Attorney CLE Requirements, reporting deadlines, and carryover credit details.
- Readability and value suffered without an overview section
- No outbound links to Topic Authorities like the GA State Bar
- No internal links connecting specific CLE requirements (e.g., GA Ethics Credit) with NBI products that solved those needs (GA Ethics Courses)
After
- We overhauled the page layout with an overview section, a Q&A Section, and carefully structured H2, H3 and H4s tags
- We identified and added missing relevant content and approximately doubled word counts on each states’ page
- Buyer needs were directly connected to a solution (the company’s products) with internal links in the overview section and throughout the pages as appropriate
- We linked out to important external topic authorities
Results
The new pages are outranking their client’s top competitors in many states, and often, taking the top listing behind State/Federal Bar Associations for the target key word.