Search engine optimization isn’t just stuffing keywords into content, as some people think. It’s a complete analytical process that requires a precise understanding of the real problems a website faces — whether technical issues (Technical SEO) or on-page issues (On-Page SEO) or even problems with site architecture and content strategy.
You should also always review the previous work done on the website:
- How was the strategy being implemented?
- What goal was it trying to achieve?
- What results were actually achieved?
- And did those results serve the website’s business goal — or were they just traffic numbers that delivered no real value to the client?
Many websites achieve high traffic but miss the core goal: turning that traffic into real customers.
Project Kickoff
The client told us they had contacted many SEO providers while searching for an SEO company , and held a meeting with us to discuss the problems. We learned about the website’s condition and when its previous SEO engagement had started. We then took over the website of a law firm in Saudi Arabia on March 1, 2026. The website had previously been worked on by another company for more than eight months.
During that period, more than 253 informational articles, had been published, along with service pages structured as Hub Pages and Pillar Pages.
Despite this large volume of content, we noticed that the overall content strategy wasn’t clear enough. The website was getting traffic, but most of it was informational and didn’t serve the website’s main goal: attracting potential clients for the law firm.
The Challenge
The main challenge was turning the website from a purely informational content platform into one capable of attracting people searching for legal services, especially in a field as competitive as law in Saudi Arabia.
What We Did
1. Analyzing the highest-traffic pages
We started with a comprehensive analysis of the website’s performance to identify which pages were actually driving traffic.
The surprise: only about 20 of the 253 articles were bringing in most of the traffic.
This points to a common problem on many websites — publishing large volumes of content without a clear strategy or performance analysis.
2. Fixing technical SEO issues
We ran a full technical audit of the website using Screaming Frog, which uncovered and resolved many issues, such as:
- Crawl errors
- Indexing issues
- Duplicate URLs
- Technically unoptimized pages
- Internal linking structure problems
This step helped make the website easier for search engines to understand and improve its crawlability and indexability.
3. Rebuilding the internal linking strategy
We noticed an almost complete neglect of the internal linking structure, especially regarding the structure of Pillar & Cluster.
So we rebuilt the internal link network strategically, with the goal of:
- Strengthening the service pages
- Distributing link equity across pages
- Helping Google better understand the website’s core topics
4. Restructuring content into topic clusters
We reorganized all of the website’s pages into:
- Hub Pages
- Pillar Pages
- Cluster Content
in order to build what’s known as Topical Authority, establishing the website as a strong authority in specific legal areas.
This structure helps search engines understand the website’s architecture and the main topics it specializes in.
5. Improving site navigation
We reorganized the main navigation menu (navbar) to clearly separate:
- Legal services
- The geographic areas the firm serves
We also optimized the footer links to support important pages and strengthen internal linking.
6. Improving indexing through Google Search Console
We made sure all important pages were properly indexed in Google Search Console, while excluding unnecessary pages such as:
- URLs Pagination
- Unimportant dynamic URLs
This helped direct the crawl budget toward the most important pages.
Read also: Quadrupling Traffic (+400%) for an Electronics Store
Results
Before we started, the core service pages were ranking between positions 30 and 50 for important keywords such as:
- lawyer + city name
- law firm in + city name
- law office + city name
After fixing the technical issues in the first week alone, the website began making noticeable jumps in the search results.
Important service keywords started appearing on the second page of the search results after previously sitting on page ten — or not ranking at all.
As we continued improving the content and internal structure, we were able — thank God — in less than a month, to compete for the first and second positions for many of the target keywords.
The purpose of this modest case study is to highlight a very important point in SEO:
Often, the problem lies in small details right in front of us that we simply don’t notice.
The solution isn’t always writing more articles or producing more content — it’s about:
- Understanding the website’s real goal
- Analyzing data accurately
- Fixing technical issues
- Building a clear content structure that matches search intent
When these elements come together, you can achieve strong results in far less time than most people expect.
If your online store’s traffic is dropping or your website isn’t generating enough service inquiries, just contact Zeina Host, a leading SEO company in Saudi Arabia. Get in touch now!
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