SEO Case Study for a Law Firm

How Malik Law Offices India Grew Organic Visibility in Six Months

By chandan, Senior SEO Specialist at CodeWebApp Data source: Google Search Console and Google Analytics 4 Reporting period: 4 April to 1 October 2026

In the latest 28 days, organic clicks and impressions for Malik Law Offices India each grew 22% against the previous 28 days, and average position moved from 7.6 to 6.2. The site is also now cited as a source in Google AI Overviews for several legal searches. This SEO case study shows the work behind those numbers, the Search Console and GA4 data, the search results as they appear today, and the areas that have not improved yet.

What does this law firm SEO case study cover?

All figures come directly from the client's Search Console and GA4 accounts. Where a number is read from a chart, it is labelled as approximate.

Headline metrics compare the last 28 days with the previous 28 days in Google Search Console. AI feature impressions cover the last three months.

Who is Malik Law Offices India and what did they need?

Malik Law Offices India is a full-service law firm in Delhi NCR led by Advocate Fahad Malik (Managing Partner) and Advocate Shivani Sinha (Advocate and Partner). Its practice areas include family law, NRI legal services, immigration law, Muslim law, Waqf Act matters, intellectual property, corporate law, wills, succession and probate, and litigation.

The firm wanted its website to become a steady source of enquiries from organic search. Legal search is trust sensitive: people are dealing with family, property and documentation problems, and they judge a site by how credible the people behind it are. That shaped every decision in this law firm SEO project.

What problems did the website have at the start?

1. Limited measurement. There was no reliable way to see which actions, such as WhatsApp clicks, calls and form interactions, were driving enquiries.
2. Content overlap. Some topic clusters, such as the Non-Availability of Birth Certificate (NABC) cluster, had several overlapping URLs, and some of them were not appearing in search results.
3. Uneven service pages. Wills, corporate law and litigation pages ranked weaker in Search Console than other areas and needed deeper content.
4. Performance issues on mobile. Core Web Vitals reports flagged URLs as needing improvement, linked to JavaScript and Largest Contentful Paint issues, particularly for traffic arriving through social app browsers.
5. A custom Laravel build. Every change had to be made in Blade templates and code instead of through plugins, so implementation needed to be precise and documented.

What SEO work was done for Malik Law Offices India?

How was tracking set up?

I set up Google Analytics 4 and Google Tag Manager and fixed lead tracking so that meaningful actions were recorded. GA4 now captures WhatsApp button clicks, phone number clicks, form starts and blog scroll depth. Microsoft Clarity was used to review how visitors behaved on key pages.

How were keywords mapped to content?

I built keyword strategies by topic cluster, including a detailed NABC plan covering 13 content clusters and a 10 blog content calendar. Each keyword was mapped to one target page so that pages support each other instead of competing.

How was keyword cannibalization prevented?

Before any new page goes live, I check Search Console to confirm that no existing URL already targets the same query. Where overlap was found, as in the NABC cluster, it was flagged for consolidation before further scaling.

What changed on the service pages?

Service page content was rewritten with NRI focused language and clearer process steps, and LegalService schema markup was added. On-page work on the immigration and wills pages included iterative improvements to meta titles, descriptions and calls to action.

How were trust signals strengthened?

Because this is a legal site, trust signals carry real weight. I built author profiles for Advocate Fahad Malik and Advocate Shivani Sinha, who act as the named authors and legal reviewers of content. This shows readers and search engines that legal content is written and checked by qualified professionals.

How were NRI searchers targeted?

I produced a search strategy for NRIs in the USA, UK and Canada, an audience that often needs documents, property or family matters handled remotely in India.

How did the work respect Bar Council of India rules?

New content was written with BCI Rule 36 in mind: titles, headings and body copy avoid promotional superlatives, and calls to action use restrained wording such as Request a Consultation.

What results did the SEO work deliver?

How did clicks and impressions change over six months?

From 4 April to 1 October 2026, Google Search Console recorded:

• 4.45k total clicks
• 356k total impressions
• 1.3% average click-through rate
• 7.2 average position

The trend is upward throughout the period. Reading the chart, daily impressions grew from roughly 1,000 to 1,300 in April to roughly 2,500 to 3,500 by September, and daily clicks moved from mostly under 10 in April to commonly 30 to 60 in September (approximate values). One day in mid-August reached roughly 85 clicks. I treat that as a single-day spike and do not use it in the growth claim.

Figure 1: Google Search Console performance, 4 April to 1 October 2026 (clicks and impressions, daily).

How do the last 28 days compare with the previous 28 days?

This comparison is the clearest view of recent momentum.

The site is being shown more often and in better positions. Click-through rate stayed flat, so the next gain has to come from improving how the listings look in results, not only from ranking higher.

Figure 2: Search Console comparison, last 28 days versus previous 28 days.

Is the site visible in Google's generative AI features?

Search Console's Generative AI features report (currently in beta) shows 74.5k impressions over the last three months. Within that period, daily impressions climbed from roughly 450 to 500 at the start to about 1,300 at their highest points (approximate values). Examples of those appearances are shown in the next section.

How to read this: the report measures impressions only. It shows that the site's content is being surfaced in AI-generated experiences, but not how many clicks those appearances produced. The comparison period in the report also holds less data than the current period, so I am not claiming a growth multiple from it.

Figure 3: Search Console Generative AI features report, last three months.

How did GA4 audience metrics change in September 2026?

For September 2026, GA4 reported:

• Total users: 1.9k (up 27.2% on the previous period)
• New users: 1.9k (up 26.7%)
• Event count: 11k (up 20.9%)
• Average engagement time: 1 minute 4 seconds (up 18.7%)

GA4 also places the site's engagement time above the peer median for the Business and Industrial category. These Home screen figures cover all traffic sources, so they describe the whole site and not organic search alone.

Figure 4: GA4 Home overview, last month compared with the previous period.

What did visitors do on the site?

The GA4 event report shows 10,405 events from 1,871 users. Highlighted rows are the engagement and contact-intent events.

Two points stand out. First, 771 users, about 41% of all users, triggered the blog depth scroll event, which suggests that many visitors read articles in depth. Second, visitors produced 146 contact-intent events in total (form starts, WhatsApp clicks and phone number clicks). These show interest, not confirmed enquiries, and I report them that way.

Figure 5: GA4 event report showing page views, engagement and contact-intent events.

Which searches does the site now appear for in Google AI answers and search results?

Search Console reports impressions in aggregate. The screenshots below show how that visibility looks for specific searches. When the project began, the site did not appear for these searches in my baseline checks. All screenshots are point-in-time captures from October 2026.

Where is the site cited in Google AI Overviews?

AI Overviews list the sources they draw on. In the four searches below, pages from maliklawofficesindia.com appear as cited sources next to other publishers and law firms. The cited pages are guides that answer one question each, such as the Non-Availability of Birth Certificate (NABC) guide, the Special Marriage Act guide for inter-religion marriage, the Delhi surviving member certificate guide and the article on whether a registered will can be challenged.

Figure 6: Google AI answer for the NABC search, with the firm's NABC guide cited as a source.

Figure 7: AI Overview for the search inter religion marriage, citing the firm's Special Marriage Act guide.

Figure 8: AI Overview for the search surviving member certificate, citing the firm's Delhi guide and listing it in the sources panel.

Figure 9: AI Overview for the search registered will can be challenged, citing the firm's article on challenging a registered will.

How to read this: being cited in an AI Overview is not the same as ranking first. AI answers have no fixed positions, and they change by user, location and time. These captures show that the pages are cited, not that they are cited on every search.

Which pages appear in standard search results?

Two further searches show the firm's pages in standard organic results: a blog article on inheritance rights and the Drafting and Vetting of Legal Documents service page.

Figure 10: Organic result for the search class 1 heirs of hindu male, showing the firm's blog article on a Hindu male dying without a will.

Figure 11: Organic result for the search employment contract drafting and vetting, showing the firm's service page.

How did the advocate profile pages perform for name searches?

Searches for Fahad Malik and Shivani Sinha now return the firm's team pages, each with a profile photo and a description that names the advocate's role and practice areas. At the start of the project, these profiles did not appear for these searches in my baseline checks. The profiles were built as part of the E-E-A-T work described above, so the named experts are now visible as people and not only as article authors.

Figure 12: Search result for fahad malik, showing the firm's team page with a profile photo.

Figure 13: Search result for shivani sinha, showing the firm's team page with a profile photo.

Name searches are branded queries, so this result shows entity recognition and not competitive ranking. It still matters for a law firm, because clients often search for an advocate by name before they make contact.

What does the data not show?

A case study is only useful if it is honest about its limits.

• Click-through rate is flat at 1.4%. Position improved, but clicks per impression did not. This is the clearest opportunity in the next phase.
• Contact events are not confirmed leads. Form starts, WhatsApp clicks and phone clicks show intent. Confirmed enquiries should be measured through form submissions and the firm's own records. Form abandonment between start and submit is also high and is a conversion problem in its own right.
• Core Web Vitals work is in progress. Mobile performance issues were identified and are being addressed with the development team. I am not claiming this as solved.
• AI answers are point in time. AI Overviews change by user, location and time. The screenshots are examples from October 2026 and do not guarantee citation on every search.
• Six months is a short window. SEO compounds over time, so these results are early momentum, not a final outcome.
• Several factors influence results. Algorithm changes, seasonality and the firm's own activity all play a part. I attribute the growth to a combination of tracking, content, on-page and trust work, not to a single change.

What is planned for the next phase?

1. Improve click-through rate by rewriting meta titles and descriptions for pages with high impressions and low clicks.
2. Reduce form abandonment by simplifying contact forms and tracking form submissions as a distinct event.
3. Resolve content overlap in the NABC cluster by consolidating competing URLs and fixing duplicate URL pairs with 301 redirects.
4. Expand weaker service pages (wills, corporate law and litigation) with process steps, FAQs and internal links from related blogs.
5. Scale topical clusters with a divorce and family law hub, further NABC state pages and an NRI focused cluster.
6. Complete the Core Web Vitals fixes before increasing social media traffic.
7. Improve WhatsApp attribution to see which pages start the most conversations.

What can other law firms learn from this case study?

• In legal SEO, named advocate authors and legal review matter as much as keywords.
• The pages cited in AI answers are guides built around one clear question each, which suggests that question-led content is easier for AI systems to use as a source.
• Measurement comes first. Without clean tracking, growth cannot be tied to actions.
• Checking for cannibalization before publishing protects rankings as content scales.
• Impressions and rankings are leading indicators. Enquiries are the outcome that matters.
• Reporting limitations openly makes the wins more believable.

How was the data collected?

All data comes from Google Search Console (Search type: Web) and Google Analytics 4 for maliklawofficesindia.com. Search Console comparisons use the last 28 days against the previous 28 days, and the trend chart covers 4 April to 1 October 2026. Search Console data can lag by up to a day. Search result and AI Overview screenshots are point-in-time captures from October 2026 and can differ by location, device and time. Approximate values are labelled as such.

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About the author: Chandan is a Senior SEO Specialist at CodeWebApp in Delhi. The work covers technical SEO, on-page optimization, content strategy, link building and performance tracking for service businesses and ecommerce brands.