From 14 Pages to 24: How a Syracuse Estate Planning Firm Took 25 of 26 Local Searches Into the Top Three
“399 phone calls from Google Business Profile in five months”
Engagement: October 2025 to present
Services: Content strategy, new service pages, existing page rewrites, local search
Three numbers
48,886 to 136,659
After BSPE (6 mo)
Google search impressions
25 of 26
After BSPE (6 mo)
Tracked local terms in the top three
399
After BSPE (6 mo)
Phone calls from Google Business Profile
Where the Firm Started
The firm serves New York clients in estate planning, trusts, elder law, Medicaid planning, and estate administration. The practice was established and the website was already built.
What the site had yet to build was reach. Fourteen pages were earning any visibility in Google at all. For a firm whose clients arrive at a moment of family pressure and search for very specific answers, fourteen doors is a narrow entrance.
What We Built
We chose depth over volume and committed the program to three connected priorities.
Coverage of the searches that carry commercial weight
Through May 29, 2026, the program produced 19 new service pages and articles addressing trusts, asset protection, Medicaid planning, powers of attorney, estate taxes, and estate administration. These are the topics people search when they have moved past general curiosity and are deciding whether to call someone.
Improvement of what already existed
Twelve existing pages received substantive rewrites, designed to answer the questions people were actually bringing to them rather than the questions the pages were originally built around.
A local center of gravity
Syracuse service intent was built into the campaign throughout, and Google Business Profile activity was managed and monitored as its own channel rather than folded into organic search.
In total, the first verified phase included 31 actions across 21 distinct URLs, starting from the first monthly order on October 8, 2025.
What it produced inside the practice
“399 phone calls from Google Business Profile in five months”
Search visibility is a means. Local action is the point.
From January 2026 through June 2, 2026, the firm’s Google Business Profile generated 1,535 measurable actions:
792
Website visits
399
Phone calls
344
Direction requests
Three hundred and ninety nine phone calls in roughly five months, from people who found the firm while looking for a local attorney and picked up the phone.
What the data shows
Google search visibility. Google Search Console, comparing the 90 days before the first monthly order with the most recent complete 90 day period.
Metric | Before | Latest | Change |
|---|---|---|---|
Organic clicks | 829 | 1,040 | +25.5% |
Search impressions | 48,886 | 136,659 | +179.5% |
Pages earning visibility | 14 | 24 | +71.4% |
Year over year. April 9 through July 7, 2026, against the same calendar dates in 2025.
Metric | Change |
|---|---|
Google organic clicks | +68% |
Google search impressions | +261% |
Syracuse query clicks | +67.5% |
Syracuse query impressions | +29.1% |
Syracuse average position | 24.0 to 19.1 |
Site traffic. Google Analytics, monthly organic sessions.
Metric | November 2025 | June 2026 | Change |
|---|---|---|---|
Organic search sessions | 321 | 459 | +43% |
A second engine confirms it. Bing Webmaster Tools, first 90 days of the engagement against the most recent 90 days.
Metric | Before | Latest | Change |
|---|---|---|---|
Bing clicks | 70 | 136 | +94% |
Bing impressions | 1,264 | 2,259 | +79% |
Tracked rankings. SERPRobot, measured July 26 and 27, 2026 | |||
|---|---|---|---|
25 of 26 tracked local and map result terms ranked in the top three
| |||
11 tracked local terms ranked first
| |||
All 12 tracked trust-related organic terms ranked in the top ten across desktop and mobile
| |||
6 of those 12 ranked in the top four
| |||
Individual movement on the terms that matter commercially:
Search term | From | To |
|---|---|---|
Syracuse revocable trust lawyer, desktop | 29 | 7 |
Syracuse trust attorney
| 17 | 6 |
Trust attorney, mobile | 19 | 4 |
AI platforms began sending traffic. From November 2025 through May 2026, Google Analytics recorded 42 sessions matched to AI referral sources: ChatGPT, Gemini, Copilot, and Perplexity. Those sessions produced 38 users, 25 engaged sessions, and seven tracked conversions. ChatGPT accounted for 33 of the 42.
Concentration of results. The 21 pages the program touched accounted for roughly 88% of measured Google organic clicks and 87% of impressions during the engagement window. The work and the results sit on the same pages.
What it produced inside the practice
Search visibility is a means. Local action is the point.
From January 2026 through June 2, 2026, the firm’s Google Business Profile generated 1,535 measurable actions:
Action | Count |
|---|---|
Website visit | 792 |
Phone calls
| 399 |
Direction requests | 344 |
Three hundred and ninety nine phone calls in roughly five months, from people who found the firm while looking for a local attorney and picked up the phone.
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How to read these numbers
Sourcing and method, stated plainly:
- Search figures come from the firm's own Google Search Console property. Traffic figures come from the firm's own Google Analytics property. Ranking positions come from SERPRobot. Local action figures come from the firm's Google Business Profile. Each window is dated above.
- Impressions grew faster than clicks. This is the signature of footprint expansion. The site now appears for a far wider set of searches, many of them at positions where it continues to climb, and click growth typically follows position growth.
- Two ranking figures appear here and they measure different things. SERPRobot tracks a defined set of 26 commercial local terms, where the firm now ranks in the top three on 25. Google Search Console reports average position across every query the site appears for, including a long tail of informational searches where the site is newly visible and still rising. The Syracuse average of 19.1 reflects that wider set. Both figures are accurate, and read together they describe a site that owns its core commercial terms while building position across everything around them.
- Bing carries lower volume than Google and is included as supporting evidence. Its value is independent confirmation that visibility expanded across more than one engine.
- AI referral sessions are early stage evidence rather than complete measurement, because AI platforms pass referral information inconsistently. The measured figure is a floor.
- Google Business Profile actions are cumulative activity across the stated window rather than a before and after comparison.
- This case study reports search visibility and local action. Signed client and revenue figures sit with the firm.
- Every market, practice area, and starting position behaves differently, and results vary accordingly.
A lot of attorneys already did
The work continues
Ten months built the foundation: a substantially wider footprint, ownership of the core Syracuse trust and estate terms, and a Google Business Profile that produces calls every week. The next phase deepens coverage across elder law and Medicaid planning, extends the Syracuse cluster into surrounding Onondaga County intent, and builds on the AI visibility that is already sending measurable traffic.
If your firm shows up for fourteen pages worth of searches and you know the practice deserves more, that is a solvable problem. Let’s talk about what ten months would look like in your market.
Prepared by BSPE Legal Marketing. Metrics current as of July 27, 2026. Published with the client’s permission.