Immagine Immigration

Immigration Law SEO Case study


Immagine Immigration is a firm that specialises in immigration to Australia and New Zealand. They had never done SEO before and were looking for innovative tactics to capture more leads.

We delivered a multifaceted approach that captured leads using several high level strategies, including by ranking for professional money terms, creating location pages for professional keywords, creating pages targeting specific visa types and countries, including in other languages, and also by creating innovative tools such as visa points calculators. 

On top of this we improved the conversion rate of existing lead capturing mechanisms and signfciaintly improved both traffic and rankings while navigating the complex immigration landscape that is rife with large government sites competing for the same keywords.

This resulted in a fantastic legal SEO case study, that showed the importance of innovation and outside-the-box thinking for SEO. 

law seo case study

Graph 1: Organic traffic in the last 6 months

immagine immigration organic traffic

Graph 2: Non-branded organic traffic last 6 months compared to previous 6 months

nonbranded organic traffic immagine immigration

Graph 3: Oragnci tarffic from immigrate to Australia from X country keywords

*We created a series of articles about immigrating to Australia from various countries, this is the resulting traffic. 

immigrate to australia organic traffic

Graph 4: Organic traffic from location based pages targeting professional keywords (lawyer, adviser, etc)

immigration lawyer location pages
The Goal

The goal was to increase the amount of conversions on the website, specifically the amount of qualified leads that completed a free evaluation questionnaire.

Our SEO agency was able almost triple the non-branded organic traffic in a period of 6 months, improve the rankings of important keywords and ultimately boost conversions. 


Prior to us engaging Immagine Immigration they did not have a system in place to monitor conversions. We were able to implement Google Tag Manager and set up various conversions which allowed us to track where leads were actually coming from. 

The main conversions from the website include free evaluation questionnaire completion, phone calls and emails. 


Table 1: Conversions in the last 3 months compared to the previous period

*You can see that the main conversion, free evaluation complete (refering to the submission of a preliminary questionnaire), rose by 217% in a period of 3 months. This was due to a number of factors including increased relevant traffic and the placement of prominent call to actions on important pages. 

immigration lawyer conversions

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For The Same Budget…

You could be getting much better results for the fraction of the cost of Google Ads and Facebook Ads by investing in SEO.

Each time someone clicks your ad, you are paying usually between $1 – $10, depending on the industry. Many of the people clicking it don’t even intend to buy. Bots and competitors can hike up your costs even more!

Although SEO takes some time to take off, in the long run it’s much more cost effective.


Unlike other forms of marketing, such as Google Ads, SEO cost does not go up when people click on your website. This is a massive benefit from a cost-analysis point of view, and makes SEO much more scalable.

Learn more about how SEO compares in our guide, Pros & Cons of Different Types of Digital Marketing.

seo vs google ads vs facebook ads
pie graph comparing seo ctr and ads ctr
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