Client Background
James D. Tawney is a respected Personal Injury Attorney in New Mexico, serving clients across Carlsbad, Hobbs, Roswell, and Albuquerque.
The firm handles serious injury claims, including car crashes, truck collisions, oilfield accidents, and motorcycle injuries — categories where lead intent is extremely high, but competition is equally intense.
Hours delivered back to the business
SOX compliance in Settlement process automation
Success rate of bot case completion
For functional release of OBT, RTS and OGS
Initial Challenges the Firm Was Facing
Before working with us, the firm had a strong reputation offline — but struggled to turn that reputation into consistent statewide visibility online.
a) The Firm Was Only Ranking in One City
Even though they served multiple New Mexico cities, they were getting:
- Visibility mainly in Carlsbad
- Very little traction in Hobbs & Roswell
- No meaningful presence in Albuquerque
- Zero multi-city location authority
b) Limited Content Targeting Specific Accident Types
Most of the website content was too broad:
- No dedicated pages for truck vs. car vs. motorcycle accidents
- No city-specific pages to match localized Google intent
- No pages explaining New Mexico-specific injury laws
This made it harder to compete with statewide firms.
c) Declining Phone Inquiries
Phone calls had become unpredictable.
Some months were good, some months almost empty.
The intake team was underutilized, and lead flow was inconsistent.
d) Their Old Agency Was Too Generic
The previous agency used a template-based approach:
- Same blog topics repeated every month
- No custom strategy for oilfield regions (a major PI opportunity in NM)
- No city-by-city keyword research
- Outdated SEO practices and poor content depth
The firm was paying more but growing less.
What We Discovered During the Free Audit (Missed Opportunities)
Our multi-layered audit revealed several high-impact gaps:
a) No Local Landing Pages for High-Value Cities
Carlsbad had a strong presence — but:
- Hobbs
- Roswell
- Albuquerque
had almost no localized pages, even though injury query volume was high.
b) The Website Didn’t Reflect the Attorney’s Real Expertise
- No case results showcased
- No oilfield injury information
- No “Why Choose Us” proof elements
- Very minimal authority-building content
c) Google Business Profiles Were Not Optimized
Only one location had proper GMB setup.
The other service areas had:
- Incomplete profiles
- No localized photos
- No reviews mentioning city names
- Incorrect categories
d) Weak Internal Linking & No Topical Depth
We identified multiple orphaned pages and no structured topical hierarchy around:
- Truck accidents
- Motorcycle accidents
- Wrongful death
- Commercial vehicle accidents
e) Competitor Advantage Was Clear
Competitors in Albuquerque used:
- Better local relevance
- Richer supporting content
- Stronger backlinks
We mapped these gaps clearly during the consultation, which led to immediate onboarding.
Onboarding & Strategy Implementation — 3-Phase Framework
We executed a multi-city SEO plan designed specifically for attorneys serving multiple New Mexico regions.
This strategy is entirely unique compared to the previous case studies.
Phase 1: Multi-Location Infrastructure Setup (Weeks 1–4)
✔ Mapping all target cities: Carlsbad, Hobbs, Roswell, Albuquerque
✔ Creating location-specific landing pages
✔ Implementing dynamic content tied to each city
✔ Adding attorney awards, case wins, and authority badges
✔ Rewriting the home page to position the attorney as a statewide PI expert, not just a local firm
✔ Adding client stories from multiple cities for credibility
Phase 2: Injury-Type Authority Building (Weeks 4–8)
Instead of generic legal blogs, we created intent-based accident content, including:
✔ City + Accident Type pages:
- Car Accident Lawyer Hobbs
- Truck Accident Lawyer Carlsbad
- Motorcycle Accident Lawyer Albuquerque
- Commercial Truck Accidents in Roswell
✔ Pages explaining:
- New Mexico comparative negligence laws
- How accident compensation calculations work
- Time limits for PI claims
- Oilfield accident liabilities (huge in NM)
✔ High-impact FAQ hubs with real client questions
This boosted both authority and conversions.
Phase 3: Multi-City Local SEO Domination (Weeks 8–12)
This stage focused on giving each city personalized visibility.
✔ Created/optimized Google Business Profiles for multiple locations
✔ City-specific posts and updates
✔ Local photos and attorney images
✔ Review strategy encouraging clients to mention their city name
✔ Regional link building from:
- New Mexico news portals
- Local business directories
- Community organizations
- Event sponsorships
This helped each city-page rise independently in Google.
Results Achieved in 3–6 Months
🚀 Multi-City Ranking Breakthrough
The firm went from ranking mainly in Carlsbad → to ranking statewide.
Top positions achieved:
- Truck Accident Lawyer Carlsbad – Top 3
- Car Accident Lawyer Hobbs – Top 3
- Motorcycle Accident Lawyer Albuquerque – Page 1
- Personal Injury Lawyer NM – Strong statewide visibility
📈 Traffic Growth
- Organic traffic increased 140% across all targeted cities
- Multi-location pages began ranking simultaneously
- Supporting blog content gained SEO traction
📞 Lead Flow Boost
- Calls increased by 65% within four months
- Multi-city inquiries: people from Hobbs, Roswell & Albuquerque began reaching out
- More truck accident and serious injury cases
💼 Case Intake Quality Improved
Instead of random low-value cases, the firm started receiving:
- High-value truck accident claims
- Commercial vehicle collisions
- Major motorcycle accident cases
- Oilfield-related accident inquiries
This directly improved ROI and monthly revenue consistency.
Client Feedback & Testimonial (Paraphrased)
“We were stuck with one city for years. After switching, we finally expanded into Hobbs, Roswell, and Albuquerque. The calls are consistent, the cases are higher quality, and the growth feels controlled and predictable. We finally feel competitive statewide.”
Summary
By building a strong multi-location and injury-specific SEO structure, the firm shifted from being a locally known PI attorney to a multi-city authority across New Mexico.
A combination of city optimization, accident-specific content, and regional authority-building helped the firm secure top rankings and consistent case flow.
