Chapter 12 | Analytics, Reporting, and Ongoing Optimization

Measure What Matters.
Improve What Counts.
Scale What Works.

If you're not tracking metrics as part of your SEO strategy, you're not in control; you're reacting. Most law firms fall into one of these three traps:

• They're not measuring anything
• They're focusing on numbers that don't connect to revenue
• Or they have no system to turn insight into action

SEO is not a one-time push. It's a living, breathing system. To win, you need structure, accountability, and a process for continuous refinement.

It is imperative to measure what moves the needle and ignore the things that don't.

What Gets Measured Gets Managed

Here's the reality: Rankings alone don't grow your firm. Signed cases do.

So you need to connect the dots between visibility, engagement, and results:

Follow users from search rankings through to clicks, through to calls, through to consultations, and ultimately to becoming clients.

That's the system we use at AMG. And it's why our clients can scale sustainably.

The 5 Metrics That Matter for Law Firms

Please forget about vanity metrics. Here are the metrics that count when it comes to Search Engine Optimization: organic leads by source, page-level conversion rates, click-through rates, keyword rankings with intent, backlink growth and quality. 

Organic Leads by Source

Find out where your best clients come from. Use call tracking, CRM attribution, and form data to track:

• Google organic
• Google Maps
• Branded Search
• Google Ads
• Referral traffic
• Social Media

Understanding your lead sources shows you where to invest and where to stop wasting money.

Page-Level Conversion Rates

Some website pages pull their weight. Others take up space.

Track:

• How many calls or form fills each page generates
• How long users stay on each page
• How often users bounce or exit

Then double down on what works, and trim what doesn't.

Click-Through Rate (CTR) from Search

Ranking is only part of the story. If people scroll past your listing, you won't grow.

Track:

• Your top queries
• CTR by page and keyword
• Underperforming pages in the top 3 positions

Test better titles, richer descriptions, schema, and FAQ blocks to earn more clicks.

Keyword Rankings with Intent

Don't chase broad traffic. Focus on the phrases that turn into signed cases.

Track:

• High-intent keywords tied to your core services and cities
• Growth in branded search
• Practice area content clusters

Let your competitors fight over traffic. You win the consultations.

Backlink Growth & Quality

Good backlinks build trust with Google, but great ones will also help you to build authority in your market with your target audience. Here are some things to track to review your backlink strategy:

• Referring domains
• Legal and local relevance
• Link growth trends
• Lost or broken links

Strong backlinks signal expertise and push your rankings higher.

Your Quarterly Optimization Cycle

To follow is a schedule that you'll be able to lean into to support ongoing SEO management.

Month 1: Audit & Analyze

• Run a technical audit
• Review conversion metrics
• Analyze backlinks, rankings, and GBP data
• Update your content and link strategy

Month 2: Execute & Expand

• Publish based on search intent
• Build links to priority pages
• A/B test CTAs and titles
• Increase reviews in slower areas

Month 3: Prune & Optimize

• Refresh outdated pages
• Remove or merge weak content
• Tighten internal linking
• Fix errors, update schema

Then start again. Being diligent with each of these steps is how your SEO rankings will evolve.

Tools We Use (and Recommend)

• Google Analytics 4
• Google Search Console
• Call tracking platforms (CallRail, WhatConverts)
• Ahrefs and SEMrush
• Looker Studio for custom dashboards
• BrightLocal and Local Falcon for Maps tracking

Chapter 12 Checklist: Analytics & Optimization

• Tracking leads by channel
• Reviewing page conversion data monthly
• Monitoring CTR and rankings in GSC
• Keyword tracking focuses on intent-based terms
• Reviewing backlink health quarterly
• Removing or updating underperforming pages
• Fixing schema and technical issues regularly
• Analyzing review trends by location
• Engage in active A/B testing on key conversion pages
• Send monthly reports to leadership with actionable KPIs

Smarter SEO Wins

The firms that win don't guess. They track, test, and improve every quarter.

If you want to grow, you need a system that does more than rank. You need one that turns visibility into signed cases.

We build those systems.