SEO Case Study: How a Legal Recruitment Firm Increased Candidate Placements by 205%
On February 10, 2025, a legal recruitment firm in White Plains, New York partnered with Goforaeo because their placements were not growing fast enough through referrals alone. They had strong recruiter experience, a solid network, and good relationships with law firms, but they were not capturing enough high intent Google searches from candidates and hiring partners. We rebuilt their SEO foundation so the right people could find them at the exact moment they were ready to talk.
This case study explains the strategy, the tools, and the month by month progress that led to a 205% increase in candidate placements from SEO-driven demand during 2025.
Project snapshot: location, dates, services, and what we tracked
This campaign focused on White Plains and the surrounding Westchester market, while also targeting searches from nearby areas that commonly feed the same hiring pool. The firm worked across practice areas like litigation, corporate, real estate, trusts and estates, and paralegal hiring.
Timeframe and dates:
- Start date: February 10, 2025
- Foundation and rebuild phase: February to April 2025
- Expansion and authority phase: May to August 2025
- Scaling and refinement phase: September to November 2025
- Reporting cut off: November 20, 2025
We tracked outcomes that connect directly to revenue, not vanity traffic. “Placements” were counted only when a candidate was placed into a role and marked as placed in the ATS.
Primary metric and supporting proof metrics
The main business outcome was simple: candidate placements influenced by SEO. Because placements happen after conversations and interviews, we also tracked leading indicators that show SEO is creating real pipeline.
Tracked metrics:
- Candidate placements per month
- Qualified candidate calls and forms from organic search
- Hiring partner inquiries from organic search
- Organic clicks and non branded queries in Google Search Console
- Conversion rate from organic sessions to a tracked lead action
Starting point: what the firm looked like before SEO work
Before this project, the firm had a website that explained who they are, but it did not clearly target what people search. Most pages were broad, and practice area hiring was buried inside one or two general pages. The site also did not guide users to take action in a clear way, especially on mobile.
We used January 6, 2025 to February 9, 2025 as the baseline window. This gave a clean “before” period right before major changes started.
Baseline numbers: before Goforaeo changes
Baseline monthly averages from the window above:
- Candidate placements: 20 per month
- Qualified candidate inquiries from SEO: 95 per month
- Hiring partner inquiries from SEO: 18 per month
- Organic clicks: 1,150 per month
- Organic lead conversion rate: 1.1%
What we saw in the baseline was not a demand problem in the market. It was a visibility and trust problem. Competitors were capturing searches that should have belonged to this firm.
The key issues we found early
The firm was missing rankings for high intent searches that bring recruiter conversations. They also had weak content for specific job types and practice areas, which meant Google had no strong page to rank for those terms.
Main blockers:
- No strong pages for practice area recruiting and job categories
- Weak internal linking, so Google could not understand which pages mattered most
- Thin location and market content for White Plains and the surrounding legal market
- Few trust signals on page, like proof points, process, and recruiter credibility
- No consistent content plan to capture long tail searches from candidates
Strategy overview: how we built SEO that produces placements
We did not try to chase random traffic like “what is a paralegal” unless it had a clear path to inquiry. We focused on searches that signal intent, such as candidates looking for roles, and firms looking to fill positions.
The plan had four parts: build service pages that match real searches, create practice area recruiting pages that rank, publish content that answers candidate questions and feeds applications, and strengthen authority through technical cleanup and link signals.
Keyword intent buckets we used
We used simple keyword buckets so each page had one clear job. This reduced overlap and made both rankings and conversions stronger.
Keyword buckets:
- Local recruiter intent: legal recruiter white plains, legal headhunter westchester
- Practice area intent: litigation associate recruiter, corporate associate recruiter
- Role intent: paralegal recruiter, legal assistant staffing, attorney recruiter
- Employer intent: law firm hiring support, confidential legal recruiting
- Career intent: attorney job search westchester, lateral move attorney
Tools used: tracking, research, and execution stack
We used tools the firm could keep using after the campaign, with reporting that matched how recruiters think. Everything connected back to inquiries, interviews, and placements.
Tools used:
- Google Search Console: queries, indexing, clicks, and page performance
- GA4: conversions for form submits, click to call, and apply actions
- CallRail: call tracking, recording, and lead quality tagging
- ATS reporting (the firm’s applicant tracking system): source tagging and placement confirmation
- Looker Studio: one dashboard combining SEO and lead outcomes
- Screaming Frog: technical audits and internal link mapping
- Ahrefs: competitor research, keyword gaps, and link opportunities
- BrightLocal: local visibility checks for White Plains market searches
Website and content rebuild: what we created and why it converts
The website needed clearer structure so Google and users could instantly understand what the firm recruits for. We rebuilt the page map so candidates and law firms could land on the exact page that matches their need.
We also improved conversion paths so every page has a next step that feels natural. In recruitment, the best SEO pages do not feel like marketing. They feel like a helpful entry into a conversation.
Pages we built and improved
We created or rebuilt pages that match how people actually search. Each page had clear wording, fast trust signals, and a simple way to take action.
Core pages built:
- White Plains legal recruitment page
- Practice area recruiting pages: litigation, corporate, real estate, trusts and estates
- Role focused pages: paralegal, legal assistant, contract attorney, compliance
- Hiring partner page: “Hire legal talent” with process and confidentiality emphasis
- Candidate page: “Find legal roles” with clear next steps and expectations
Trust signals we added that improved conversion
Legal hiring is sensitive, so trust has to be obvious. We added proof without overcomplicating the site.
Trust improvements:
- Clear process steps for candidates and law firms
- Confidentiality language in plain terms
- Recruiter bios and experience highlights
- Short testimonials and anonymized success notes
- Market coverage explained clearly, including White Plains focus
Local SEO: how we strengthened White Plains visibility
Even though recruitment is not like a storefront business, local intent still matters. People often search for a recruiter near them, or they want someone who understands the local legal market.
We strengthened local signals so Google clearly connected the firm to White Plains and the Westchester legal hiring ecosystem.
Local signals we focused on
We improved visibility through clean local information and consistent market relevance.
Local work included:
- Google Business Profile improvements for recruiting keywords
- Better location references on key pages, written naturally
- Internal links from location pages to practice area pages
- Local citations and directory consistency where appropriate
Month by month timeline: what we did and the results in 2025
Below is the month by month breakdown showing what was done and what changed. Placements reflect ATS confirmed placements, while inquiries reflect tracked calls and forms from organic search.
February 2025: setup, audits, and fixing tracking first
We started on February 10, 2025 by cleaning up tracking and understanding the full pipeline. Recruiting teams need clarity on lead quality, so we aligned tracking with how placements actually happen.
Work completed:
- Set up GA4 conversion events for forms and calls
- Implemented CallRail and lead quality tags
- Full crawl audit and indexing checks
- Keyword mapping for practice areas and roles
February results:
- Placements: 22
- Qualified candidate inquiries from SEO: 108
- Hiring partner inquiries from SEO: 20
- Organic clicks: 1,240
March 2025: rebuild core pages that match high intent searches
March focused on building strong pages that should rank and convert. We did not publish fluff. We built pages that answer “can you help me hire” and “can you help me find a role”.
Work completed:
- Rebuilt the White Plains legal recruiter page
- Built practice area pages for litigation and corporate
- Improved internal linking between core pages
- Cleaned duplicate titles and weak meta descriptions
March results:
- Placements: 27
- Qualified candidate inquiries from SEO: 132
- Hiring partner inquiries from SEO: 24
- Organic clicks: 1,520
April 2025: expand practice area coverage and improve conversion paths
In April we expanded the content map so more searches had a perfect landing page. We also made the contact flow simpler so leads did not drop off.
Work completed:
- Added practice area pages: real estate, trusts and estates
- Added role pages for paralegal and legal assistant
- Simplified inquiry forms and improved mobile layout
- Added recruiter credibility sections and process steps
April results:
- Placements: 32
- Qualified candidate inquiries from SEO: 160
- Hiring partner inquiries from SEO: 28
- Organic clicks: 1,860
May 2025: content for candidate intent and job search questions
May focused on content that captures candidates who are ready to move but need guidance. These searches convert well when the page feels direct and honest.
Work completed:
- Published candidate guides: lateral moves, interview prep, resume basics
- Created an “open roles” style landing page framework for indexing
- Added FAQs to practice area pages based on real recruiter questions
- Improved internal links from guides into candidate inquiry pages
May results:
- Placements: 38
- Qualified candidate inquiries from SEO: 198
- Hiring partner inquiries from SEO: 32
- Organic clicks: 2,260
June 2025: employer intent pages and trust building for hiring partners
In June we built pages and messaging that speak to law firm decision makers. These users want speed, fit, and confidentiality, so the content had to match that.
Work completed:
- Built hiring partner pages by role type and urgency
- Added “confidential search” content in simple wording
- Added more proof sections and process clarity
- Began light outreach for relevant links and mentions
June results:
- Placements: 44
- Qualified candidate inquiries from SEO: 225
- Hiring partner inquiries from SEO: 36
- Organic clicks: 2,620
July 2025: internal linking, technical polish, and stronger topical clusters
July improved ranking stability. We tightened the site structure so Google could see the main themes clearly, and we made sure new pages were crawled and connected.
Work completed:
- Internal link map between practice areas, roles, and guides
- Fixed crawl waste and removed thin overlapping pages
- Improved page speed on key landing pages
- Expanded FAQs based on Search Console queries
July results:
- Placements: 50
- Qualified candidate inquiries from SEO: 255
- Hiring partner inquiries from SEO: 41
- Organic clicks: 3,050
August 2025: authority growth and link support for key commercial pages
August focused on authority. Recruitment is competitive online, and links and brand mentions help rankings stay stable.
Work completed:
- Outreach to legal directories and relevant professional resources
- Added partner and association references where appropriate
- Published deeper pages for niche roles and seniority levels
- Strengthened trust elements across hiring pages
August results:
- Placements: 55
- Qualified candidate inquiries from SEO: 280
- Hiring partner inquiries from SEO: 46
- Organic clicks: 3,380
September 2025: conversion improvements based on real lead behavior
In September we focused on turning more visits into real recruiter conversations. We used call and form data to see where leads hesitated.
Work completed:
- Shortened inquiry forms and clarified what happens after submission
- Added “who we work best with” sections to filter and improve quality
- Improved call to action placement on mobile
- Updated titles and descriptions to increase click rate
September results:
- Placements: 59
- Qualified candidate inquiries from SEO: 300
- Hiring partner inquiries from SEO: 50
- Organic clicks: 3,720
October 2025: scaling wins and reaching the new placement level
October is when the system fully clicked. The firm was ranking for more practice areas, more role terms, and more hiring intent queries, and those visitors were converting.
Work completed:
- Expanded content for senior roles and niche practice needs
- Added stronger internal links into top converting pages
- Continued link support and refreshed older pages with new FAQs
- Reviewed lead quality tags to keep the pipeline clean
October results:
- Placements: 61
- Qualified candidate inquiries from SEO: 310
- Hiring partner inquiries from SEO: 52
- Organic clicks: 3,900
November 2025: maintaining stability and protecting rankings
In November we focused on stability. We made small updates, watched competitor movement, and kept content fresh based on new searches.
Work completed:
- Refreshed key pages with new questions and answers
- Continued steady link and mention work without overdoing it
- Reviewed ATS source tagging to confirm attribution stayed accurate
- Tightened internal links based on new top pages in Search Console
November results through November 20, 2025:
- Placements: 60
- Qualified candidate inquiries from SEO: 305
- Hiring partner inquiries from SEO: 51
- Organic clicks: 3,840
Before vs after proof: how the 205% increase was calculated
Baseline monthly average before major changes was 20 placements per month during January 6, 2025 to February 9, 2025. By October 2025, the firm reached 61 placements per month, supported by stronger organic visibility and higher inquiry volume.
That is 41 more placements per month compared to baseline. When you compare 61 to 20, the lift equals a 205% increase in candidate placements.
Supporting proof metrics that rose alongside placements:
- Qualified candidate inquiries from SEO increased from 95 to 310 per month
- Hiring partner inquiries from SEO increased from 18 to 52 per month
- Organic clicks increased from 1,150 to 3,900 per month
- Organic lead conversion rate improved from 1.1% to 3.0%
Why this worked: the biggest drivers behind placement growth
This result came from matching SEO to real recruiting intent and removing friction. Candidates and law firms do not want long marketing pages. They want confidence, clarity, and a fast next step.
The firm began ranking for specific practice areas and roles, not just broad terms. The site also started guiding users into the right inquiry path, which improved lead quality and reduced wasted calls.
The top drivers we saw in this campaign
Key drivers that created the 205% lift:
- Practice area recruiting pages that matched real searches
- Role pages that captured high intent candidate traffic
- Clear hiring partner pages with confidentiality and process clarity
- Internal linking that helped rankings and guided users to action
- Trust signals that made first time visitors comfortable reaching out
What Goforaeo would do next for continued growth in White Plains
After November 2025, the next phase would focus on scaling what already works without lowering lead quality. Recruiting can grow fast, but only if the firm protects time and keeps conversations focused.
Next steps we would prioritize:
- Expand niche role pages only where Search Console shows demand
- Add more proof content like anonymized wins by practice area
- Build deeper “hiring trends” content tied to real local searches
- Keep improving conversion with small tests, like shorter forms and clearer next steps
Final takeaway for recruitment firms
If placements are flat, it is often not because the market is quiet. It is because your firm is not showing up for the right searches, or your site does not make the next step easy.
This White Plains case study shows what happens when a recruitment firm builds SEO around intent, trust, and clean structure. Moving from 20 to 61 placements per month in 2025 was driven by steady work, clear tracking, and pages built to rank and convert.