Maintaining a leading position with +169% engagement

The challenge

National Accident Helpline is one of the UK’s top legal firms, assisting people injured due to another party’s negligence.

Their goal was twofold: achieve top rankings for key search terms and solidify their position as a market leader—then maintain it.

After gaining page-one dominance for major terms, the focus shifted to defending these ranks while unlocking further growth. As a Your Money Your Life (YMYL) category, trust and authority are crucial ranking factors, raising the stakes for increasing leads and organic traffic.

Complicating matters was a concurrent website replatforming during performance efforts. Enter IDHL.

Our approach

We implemented a comprehensive organic growth strategy combining SEO, content, and digital PR. Supporting the replatform from pre-migration through post-launch, we adhered to strict processes to protect rankings and traffic.

Ensuring technical efficiency

A thorough technical audit identified best-practice improvements and opportunities to optimize on-site performance. We refined metadata, enhanced crawlability, and structured the site for easy discovery, indexing, and ranking by search engines.

Boosting content quality

Considering the YMYL category’s sensitivity, we conducted extensive keyword research. Our in-house writers produced authoritative, SEO-optimized content aligned with Google’s Search Quality guidelines. Using proprietary tools, we improved depth, relevance, and authority signals across the site.

Closing the competitor gap

Leveraging lockdown-era behavior, we launched a creative PR campaign highlighting household accident risks, featuring an interactive hazard-spotting brainteaser. This secured high-quality national media coverage and authoritative backlinks.