Case Study — Attorneys
Ryan Alexander Law
A personal injury attorney with multiple active domains, a tangled canonical structure, and a WordPress site that wasn't converting its search traffic. We consolidated, rebuilt, and restructured — from the ground up.
The Multi-Domain Problem
Multiple domains, split authority, no clear winner.
Ryan Alexander Law had accumulated multiple active domains over the years — a common pattern for law firms that add practice areas or geographic coverage over time. Each domain had some content, some backlinks, and some history. The result was split authority: Google didn't know which domain was the canonical source, so none of them ranked as well as they should.
The WordPress setup compounded the problem. Plugin-driven page structure meant inconsistent meta tags, multiple conflicting canonical signals, and slow load times that eroded the user experience for visitors arriving from any domain.
The fix required a decision: pick a primary domain, consolidate everything, and 301 the rest. Then rebuild the site in a way that would hold up.
Consolidation Strategy
One domain. One canonical signal. Full authority.
Domain authority consolidation
Audited all active domains, identified the primary canonical target, and set up permanent 301 redirects from secondary domains. Authority stops bleeding the day redirects go live.
Practice area hierarchy
11 practice area pages structured as a clean hierarchy — each with its own URL, unique content, and proper internal linking to/from the relevant case type pages.
WordPress → Astro rebuild
Full rebuild on Astro with CF Pages deployment. No plugin dependencies, no bloated theme assets, no Lighthouse scores in the 30s.
Blog infrastructure
Blog built with MDX for editorial flexibility. Attorney can publish case results, legal guides, and FAQs — content that builds topical authority over time.
Scholarship + attorney bio pages
Scholarship page and individual attorney bio pages with proper Person schema — signals that reinforce E-E-A-T (expertise, experience, authority, trustworthiness) for Google.
Clean canonical structure
Every page has a single canonical URL, proper self-referencing canonical tag, and consistent hreflang tags for the Spanish versions.
Spanish + AEO
Spanish pages + answer-first content.
A meaningful share of personal injury clients are Spanish-speaking — and most law firm websites still don't have real Spanish content, just Google-translated pages with obvious errors. We built native Spanish pages for the key practice areas and structured them with proper hreflang tags.
AEO (Answer Engine Optimization) restructuring means the content is formatted to be cited by AI search tools — ChatGPT, Perplexity, Google AI Overview — not just indexed. Clear headers, direct answers, FAQ schema, and attorney credibility signals throughout.
Personal injury is a category where people increasingly ask AI "do I have a case?" before calling a lawyer. Being the answer the AI surfaces is becoming as valuable as a first-page ranking.
Results
Consolidated authority. Expanded coverage.
Takeaways
Law firm SEO requires more rigor, not more content.
The instinct with law firm SEO is to publish more blog posts. That's not wrong — but it's the wrong first move when the canonical foundation is broken. Authority consolidation comes before content volume.
Personal injury is one of the most competitive local SEO categories. Winning in it requires doing the technical work right, having genuine E-E-A-T signals (real attorney bios, real case results, real credentials), and increasingly, structuring content for AI citation, not just traditional search results.
Spanish content isn't a nice-to-have for law firms with diverse client bases — it's a competitive gap that most incumbents haven't closed. The firms that do it right own that traffic entirely.
Is your law firm site winning on search?
A 30-minute strategy call is enough to tell you whether you have a content problem, a technical problem, or a structure problem. Probably some of all three.