Vakilsearch, India’s largest online legal services, has been around since 2011, and has long been the go-to choice for entrepreneurs looking to register a company or their brand. They were the first company in the online legal services to raise funding (from Kalaari) and, by the middle of 2016, registered 5% of new trademarks and 3% of new companies in the country. A phenomenal stat. However, they were dependent on advertising to source leads, with large monthly spends.

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Sameer Mehta, Exegy’s Managing Partner, was brought onboard to grow organic leads and lower the reliance on advertising. In June 2016, Sameer worked with the marketing team at Vakilsearch to show month-on-month improvement. On examining the organic traffic, Sameer found that there was immense potential for growing traffic.

SEO Strategy

His strategy was to write quality content around keyword clusters, optimize landing pages and focus on growing the Vakilsearch brand by writing for online publications, from YourStory to INC42 (often, with backlinks).
From the very first month, the strategy worked. Traffic grew 30%, with many of the targetted keywords taking up the first three spots on Google (many of them continue to hold their position). Sameer also had the team at Vakilsearch do more impactful legal blogs that people would be interested in reading, and translate blogs into Hindi for regional traffic.
Within nine months, the organic traffic grew from a measly 30,000 per month to close to 400,000 per month between June 2016 and April 2017.
Rich snippet for LLP vs Company cluster
Position 3 for ‘Company Name Search’ keyword
Over 3.5 lakh hits on a blog post on GST Enrollment
Examples of articles written for external websites, such as YourStory.

Impact on Ad Spend

Sameer’s methods led to a much different lead profile for Vakilsearch. For years, the company sourced 70% of its leads from Google Adwords and other paid channels. This changed with the spurt in traffic. By June 2017, leads from organic sources accounted for 60% of leads. Vakilsearch’s ad spend dropped by 70% within these 10 months — a major win for the business.