01
Background
GTE Settlement Agreements is a specialist employment law firm focusing exclusively on same day settlement agreements. Before engaging MagnifyLab, the firm had virtually no organic visibility.
As a specialist legal marketing agency, we recommended a complete rebrand and website rebuild, securing an exact match domain in the process. As a legal services provider in Google’s YMYL category, we built out our strategy based on our proven E-E-A-T framework.
02
Brief
With a new brand and a new domain, the opportunity was clear but so was the challenge. GTE needed a data-driven SEO for law firms strategy to generate a consistent pipeline of high-intent enquiries, and establish the kind of credibility that earns visibility in both traditional search results and AI SEO.
03
Process
We built a focused, authoritative law firm SEO strategy designed to make GTE the most visible and trusted destination for settlement agreement searches in the UK.
- Our technical SEO team implemented 301 redirects from the old website to the new website
- Designed a hub-and-spoke law firm content marketing strategy architecture centred entirely around settlement agreements
- Ensured every aspect of the website met Google’s E-E-A-T principles, with clearly attributed expertise, visible solicitor credentials, and content structured to demonstrate genuine authority in a YMYL category
- Created over 20 new blog posts and practice area pages built around high-intent search queries relevant to employees and employers seeking settlement agreement advice
- Implemented GEO and AEO optimisations including schema markup, FAQ deployment, and author bio implementation to strengthen trust and attribution signals
- Delivered a targeted digital PR and backlink services campaign to build domain authority from a standing start.
04
Results
- 176% increase in organic traffic
- 100+ monthly organic enquiries
- 25+ pages cited by AI systems including Google’s AI Overview
- Growing volume of high-intent referral enquiries directly from ChatGPT
