A new Toronto law firm needed to compete online against practices with decades of digital history. We got them there.
Organic Traffic
40+
40+
Page 1 keyword rankings
+312%
Organic traffic (12-month period)
14 mo.
To competitive keyword rankings
Campaign Status
Active · Exceeding targets
+312%
Organic traffic (12-month period)
Axiom Law Professional Corporation
40+
Page 1 keyword rankings
+312%
Organic traffic (12-month period)
14 mo.
To competitive keyword rankings
18
New clients sourced from organic search
60
Content assets produced & ranking
6
Legal publication backlink placements
Diagnostic Snapshot
Before Outlier
Page 1 Keyword Rankings
0
Domain Authority
0 (new domain)
Monthly Organic Traffic
<200/mo
Indexed Content Pages
8
After Outlier
Page 1 keyword rankings
40+
Organic traffic (12-month period)
+312%
To competitive keyword rankings
14 mo.
New clients sourced from organic search
18
Project Details
Services
SEO · Content Marketing · Technical SEO
Industry
Legal — Corporate & Commercial
Location
Toronto, Ontario
Duration
14 months
Top Result
40+
Page 1 keyword rankings
About the Client
Axiom Law Professional Corporation was founded in 2022 by two senior lawyers leaving Bay Street firm partnerships to build a boutique practice focused on commercial litigation, corporate law, and employment law. Starting with an empty website and no online presence, they needed to build credibility and visibility in one of Canada's most competitive legal search markets from scratch. Traditional legal directories and referral networks alone would not be enough.
Zero domain authority on a new website
Axiom launched with a brand-new domain and zero backlinks, competing against firms with 10…
YMYL compliance requirements
Legal content falls under Google's 'Your Money or Your Life' category, which means Google …
Entrenched competitors with massive content libraries
The top-ranking Toronto law firms had 200–500 indexed content pages, thousands of backlink…
Legal · Toronto, ON
The Situation
Before engaging Outlier, Axiom Law Professional Corporation faced a combination of challenges that were actively suppressing their growth. Here's what we found.
Axiom launched with a brand-new domain and zero backlinks, competing against firms with 10–20 years of link equity and established Google trust. In legal SEO, new entrants typically spend 18–24 months before seeing meaningful organic traction — we needed to accelerate that timeline significantly.
Legal content falls under Google's 'Your Money or Your Life' category, which means Google applies the highest level of E-E-A-T scrutiny. Every piece of content needed to demonstrate genuine legal expertise, proper author credentialing, and verifiable claims — generic content would not be tolerated.
The top-ranking Toronto law firms had 200–500 indexed content pages, thousands of backlinks, and years of topical authority signals. Competing for high-intent terms like 'Toronto corporate lawyer' or 'commercial litigation Toronto' required an outflanking strategy targeting winnable long-tail terms first.
Our Approach
Every engagement is custom-built for the client's specific situation. No templates, no recycled playbooks. Here's exactly what we did for Axiom Law Professional Corporation.
We built individual author profiles with bar admission credentials, case history summaries, and published legal commentary. Each piece of content was attributed to a named lawyer with linked credentials. We added schema markup for legal services, practice areas, and attorney profiles — all of which improved E-E-A-T signals dramatically.
Rather than targeting impossible head terms immediately, we mapped a 180-day keyword progression: starting with specific procedural questions ('how to contest a shareholder agreement in Ontario'), building to mid-competition service terms ('commercial lease dispute Toronto'), and finally targeting head terms as domain authority accumulated.
A 60-article content programme covering every commercial law topic, employment law question, and litigation procedure relevant to the Toronto business market. Each piece was researched by legal specialists, written to YMYL standards, and optimised for the specific search queries Axiom's target clients were making.
We secured content placements in six Canadian legal publications and three Toronto business journals, generating high-authority backlinks that compressed the domain authority timeline from 24 months to under 14.
Search Position Data
Tracked via Google Search Console and Semrush across the full campaign duration. Every position is verified and attributed.
Source: Google Search Console · Semrush
Positions reflect end-of-campaign data
Keyword
Before
After
Δ
toronto corporate lawyer
commercial litigation toronto
employment lawyer toronto
corporate solicitor toronto
commercial lease dispute toronto
shareholder dispute lawyer toronto
+41 positions
Avg. rank improvement
6/6
Keywords on page 1
4 keywords
Top 3 rankings
Final Outcomes
40+
Page 1 keyword rankings
+312%
Organic traffic (12-month period)
14 mo.
To competitive keyword rankings
18
New clients sourced from organic search
60
Content assets produced & ranking
6
Legal publication backlink placements
Performance Overview
Full Campaign DurationPage 1 keyword rankings
40+
Organic traffic (12-month period)
+312%
To competitive keyword rankings
14 mo.
New clients sourced from organic search
18
"We were told by multiple people that SEO for a new law firm in Toronto was essentially impossible in any reasonable timeframe. Outlier proved that wrong. We're now ranking ahead of firms that have been in business for 30 years on terms we care about. The quality of the inbound enquiries from organic search is exceptional."
Alexandra Chen
Partner, Axiom Law Professional Corporation
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