Case study · Legal & professional services
Out-ranking the national firms for UK immigration search
Latitude Law is a boutique immigration practice competing for some of the most fought-over terms in UK legal search. Over a year of collaborative SEO, we've rebuilt the foundations of their site, mapped every visa route to the way people actually search, and turned their expertise into visibility and leads.
- +179% Growth in monthly organic traffic
- +228% Growth in top-10 keyword rankings
- +370% Growth in top-3 keyword positions
- Client
- Latitude Law
- Sector
- UK-inbound immigration law
- Service
- Search engine optimisation
- Engagement
- 12+ months, ongoing
The results
A year of compounding visibility
Search isn't a switch you flick. These gains built month on month as technical fixes landed, the visa-route content matured and authority signals caught up. Every figure below is a like-for-like comparison of July 2025 against June 2026.
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+179%
Monthly organic traffic
Comparing June 2026 with July 2025. Across the full 12 months, organic traffic is up 379% on the previous year.
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+228%
Growth in top-10 keyword rankings
Page-one presence has more than tripled across the non-branded keyword set.
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+370%
Growth in top-3 positions
Top-three placements grew more than four-fold — and the top three is where the clicks are.
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+183%
Referring domains earned
Unique linking domains, earned on the strength of genuinely useful immigration commentary.
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−96%
Keywords stranded on page 3+
Fewer than one in twenty of the keywords once stranded at positions 21–50 are still there. The rest moved forward.
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+96%
Monthly organic traffic value
The equivalent monthly PPC spend needed to buy this traffic has almost doubled.
Source: Ahrefs Site Explorer, UK database, latitudelaw.com including subdomains. Comparison points July 2025 and June 2026.
The client
A specialist practice with genuine authority
Latitude Law is a boutique firm working exclusively on UK-inbound immigration, with offices in Manchester, London and Brussels. Their solicitors advise multinationals moving global talent, entrepreneurs investing in the UK, and individuals reuniting with family or securing citizenship.
The expertise was never in question — they’re ranked by The Times, Legal 500, Chambers & Partners and Lexology. The job was making sure the people searching for that expertise could find it.
- The Times Best Law Firms
- Legal 500 2026
- Chambers & Partners 2026
- Lexology Thought Leader
Why it's hard
Immigration is one of the toughest niches in UK search
- National firms and lead-generation aggregators bid and publish at volume.
- Legal advice is a “your money or your life” topic — Google demands visible expertise.
- Home Office rules change constantly, so accurate content decays within months.
- Over 100 visa service pages sit close together — cannibalisation is a real risk.
The challenge
Four problems to solve together
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Architecture
A sprawling visa taxonomy
Dozens of near-identical routes — Skilled Worker, Senior or Specialist Worker, Expansion Worker — were competing with each other for the same queries.
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Authority
Expertise that wasn't legible to Google
Award-winning solicitors were writing the content, but authorship, credentials and review signals weren't consistently marked up.
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Intent
Corporate and personal, side by side
An HR director sourcing a sponsor licence and an individual applying for a spouse visa need very different pages and very different calls to action.
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Local
Three offices, three markets
Manchester, London and Brussels each needed to rank locally without diluting the national picture or duplicating content.
Our approach
The path we took, together
We work as an extension of Latitude Law's marketing team — monthly sessions with their solicitors, honest reporting, and no promises we can't evidence.
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Technical foundations first
A full crawl and audit of the site: indexation control, Core Web Vitals on the headless build, internal redirect chains, canonical logic across the services directory, and structured data for the firm, its offices and its people.
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One page, one route, one intent
We mapped every visa route to a single primary query and rewrote titles, headings and internal links so each page owned its own space. Overlapping pages were consolidated or clearly differentiated, and hub guides — Employing overseas workers, Working in the UK — were built to feed authority down to the routes beneath them.
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Making expertise visible
Named solicitor authorship on every insight, linked to full biographies with qualifications and directory rankings, plus schema for the firm's accreditations and Google reviews. In a YMYL sector, proving who is speaking matters as much as what they say.
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A content engine tied to policy
Immigration rules move fast, so we built a rhythm: rapid explainers when the Home Office changes something, evergreen guides refreshed on a schedule, and a decay watchlist so no ranking page quietly goes out of date. The definitional guides — what a UK national is, what FLR means — now own their results outright.
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Local visibility in three cities
Distinct, genuinely useful office pages for Manchester, London and Brussels, Google Business Profiles optimised and kept current, and a steady review flow that now sits at 4.9 stars.
Legal sector
Run a law firm looking for more cases?
Latitude Law isn't a one-off. We work with solicitors and chambers across the UK — the same technical groundwork, the same honest reporting, the same refusal to promise what we can't evidence.
The evidence
Thirteen months of compounding impressions
Every month of search impressions since we started, added up — against the same period had nothing changed. The shaded band is the difference: impressions Latitude Law would not otherwise have had.
| Month | Impressions | Running total |
|---|---|---|
| May 25 | 558,829 | 558,829 |
| Jun | 611,061 | 1,169,890 |
| Jul | 958,879 | 2,128,769 |
| Aug | 859,865 | 2,988,634 |
| Sep | 938,145 | 3,926,779 |
| Oct | 910,837 | 4,837,616 |
| Nov | 1,347,223 | 6,184,839 |
| Dec | 1,163,253 | 7,348,092 |
| Jan 26 | 1,576,322 | 8,924,414 |
| Feb | 1,476,468 | 10,400,882 |
| Mar | 1,430,309 | 11,831,191 |
| Apr | 1,389,748 | 13,220,939 |
| May | 1,185,081 | 14,406,020 |
Source: Google Search Console, total impressions, latitudelaw.com. Baseline is May 2025 held flat across the same thirteen months.
Where the movement happened
Grouped by the kind of search rather than the specific term — typical position movement across each set of pages between July 2025 and June 2026.
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Core service terms
Page 2–4 improved to Top 10
The head terms an HR director or individual uses when they are ready to instruct a firm.
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Sponsorship & compliance
Page 2 improved to Top 5
Employer-facing guidance where the buying decision is made long before the enquiry.
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Route & eligibility guides
Unranked improved to Top 3
Explainer content on individual visa routes, now answering the question first.
Position bands from Ahrefs Site Explorer, UK database. Specific keywords and volumes withheld — full detail is shared with clients under NDA.
In their words
“Tao understand that our advice has to be right before it can rank. They've made our expertise easier to find without ever asking us to compromise on accuracy.”
Independently rated
Across 246 Google reviews — the clearest signal a local practice can send, and one we actively help maintain.
Working with law firms
Helping law firms get found and win the work
We work with solicitors and chambers who know their expertise deserves to be found more easily. From technical foundations to content that answers real client questions, our SEO for law firms builds the visibility that turns searches into enquiries — and we set realistic expectations along the way.