The Patel Law Group
Digital Marketing | SEO Optimization | Keyword Research & Strategy | PPC & Paid Search Campaigns
Background
This project was developed as part of my Digital Marketing class, where my team and I worked with Patel Law Group (PLG) in Irving, TX to enhance their web authority and digital marketing strategy. Our goal was to identify gaps in their current approach and develop a plan to improve their SEO, keyword strategy, and overall online presence.
CLIENT The Patel Law Group
PROBLEM While PLG already had an established digital presence, our analysis revealed opportunities for optimization, particularly in:
- Keyword strategy – Identifying positive and negative keywords for improved PPC and SEO performance.
- Domain authority – Conducting Moz research to evaluate PLG’s ranking potential compared to competitors.
- Website performance – Using Website Grader to assess SEO, mobile UI, security, and site performance.
SOLUTION We developed a comprehensive digital marketing proposal that included:
- Competitor analysis – Benchmarking against leading law firms to identify gaps and opportunities.
- Keyword research & aggregation – Using KWFinder.com to discover high-impact keywords while eliminating ineffective ones.
- Audience persona development – Crafting detailed target personas to refine marketing efforts.
- Social media engagement review – Comparing PLG’s engagement metrics to competitors’ to improve social presence.
- Moz research & website grading – Assessing domain authority, backlinks, and SEO performance.
- Paid search ads & campaign structure – Designing optimized PPC ads with strategic campaign extensions.
My personal thoughts will be documented in this column! Hi (:
Research
My group and I decided to reach out to Patel Law Group in Irving, TX to propose our digital marketing strategy to improve their already existing method. The PDF below holds all the research done as well as the email sent to the law firm offering them our strategy.
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This was very out of my realm as it really forced me to hone into the logistics aside from brand identity and moreso how a brand with an already established identity can digitally market itself for a better reach. I was very daunted at first with such a research heavy project, but it turned out to be a very enlightening process that I was very grateful to experience.
Reflection
This project was a game-changer for me. Unlike my usual focus on brand identity and creative direction, this required me to analyze data, optimize ad structures, and refine SEO strategies. Initially, the research-heavy process felt intimidating, but I grew to appreciate the analytical side of digital marketing.
Key Takeaways:
✔ A strong initial strategy is just the beginning – Continuous monitoring and adjustments are essential for long-term success.
✔ Listening to the market is key – PLG positioned itself as a professional law firm, but competitors gained higher engagement by emphasizing approachability and client relationships. Understanding consumer perception is crucial.
✔ SEO & paid search require adaptability – What works today might not work tomorrow—staying agile with keyword optimizations and competitor insights is essential.
We succeeded with flying colors and I was very happy with my groups efforts. So much so, we proceeded in entering into an international digital marketing competition for a different company and made it to finals where we presented in front of large corporations! It was amazing and this class definitely granted me a lot of experience.
