Stečaj.rs - SEO and Content Marketing Campaign

A two-week discovery with the client: legal expertise, the ICP profile (small and medium entrepreneurs in a pre-bankruptcy state), geographic focus (Serbia + diaspora). A technical audit through Screaming Frog, Sitebulb, Ahrefs and Google Search Console revealed 124 SEO problems classified by priority (critical / high / medium / low). A competitive analysis of the top 10 sites in the niche: backlink profile, content gap, SERP feature dominance, AI Overviews citations.

Mapping 350+ keywords with metrics (volume, CPC, KD, search intent). Clustering into 8 thematic silos with a pillar and cluster structure. Special attention to long-tail keywords with transactional intent ('how much does a bankruptcy trustee cost', 'how to start bankruptcy proceedings', 'enforced collection of claims', 'deadline for filing a claim in bankruptcy') where competition is weaker but conversion is higher.

Migration to optimized WordPress with WP Rocket cache, image lazy-load + WebP conversion, critical CSS inlining and JS bundle reduction. Complete Schema.org markup (LegalService, Person, Article, FAQPage, BreadcrumbList). All crawl errors in GSC resolved, XML sitemap segmented by content type, robots.txt optimized, internal linking architecture fixed.

Optimization of existing and new pages: title tag structure, meta description CTR optimization, H1 to H3 hierarchy, keyword density without stuffing, internal anchor text strategy. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals: an author box with the bankruptcy trustee's license, ALSU certificates, years of experience, client references, visible NAP (Name, Address, Phone) and a legal disclaimer.

A content calendar with 42 articles in 6 months, an average length of 2,400 words. Each article went through: keyword brief → first draft → the client's legal review → on-page SEO check → publish → internal links → distribution. Pillar pages targeted high-volume keywords ('Bankruptcy proceedings: a complete guide 2024'), cluster pages targeted long-tail and FAQ questions from the People Also Ask section. Quarterly refresh of old articles (content decay management).

An outreach campaign to 180+ relevant legal portals, business media and industry blogs. Placed 17 guest articles, 4 interviews (Politika Online, Biznis.rs, Privredni vodič), 23 natural mentions after the case studies were published. Monitoring of toxic links and a disavow process for 6 low-quality domains. DR growth from 4 to 31 in 6 months.

Optimization of the GBP with 19 photos, a complete Q&A section, regular Google Posts. Outreach for 12 verified 5★ reviews. Local citation building on 28 domestic business directories (NAP consistency). Result: top 3 in the local 'map pack' search for 'bankruptcy trustee Belgrade / Novi Sad / Niš'.

8 variants of the main CTA form were A/B tested: the winner is a multi-step form with 4 steps and inquiry qualification (company type / problem stage / urgency) that raised conversion from 0.4% to 4.2%. A free PDF bankruptcy plan calculator was added as a lead magnet (1,247 downloads in 6 months, a 38% lead-to-call rate). Live chat with automatic FAQ answers. Microsoft Clarity heatmap analysis removed 3 friction points.

Weekly rank tracking of 350 keywords through SE Ranking. Monthly reports with GSC + GA4 + Ahrefs data: traffic by cluster, CTR per page, new backlinks, content gap analysis. A quarterly strategic review with the client: budget reallocation, new content briefs, a refresh calendar, ROI evaluation per channel and keyword group.