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Mathys & Squire: Combined SEO & PPC for this IP Law Firm

  • 45.3% increase in Organic traffic
  • 44.54% increase in Organic new users
  • 33.83% increase in paid ad Click Through Rate
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Mathys & Squire is an intellectual property law firm, covering multiple areas including patents, trade marks, litigation, design registrations and IP consulting. They work within specific sectors including pharmaceuticals, IT & software and biotechnology.

We have worked with them closely to make their website more competitive online, and support them with copy, page layout, and website navigation. There are two distinct parts to Mathys & Squire –  the main business and the ‘Scaleup Quarter’, which focuses on entrepreneurs and small startup businesses.

When they came to us, the main aim was increasing exposure and website traffic.  Everything we’ve done has been geared towards improving their visibility for the right keywords.

SEO and Paid Search Activities:

  1. SEO & Content: Alongside content and page layout consultancy, we’ve been working on technical elements of their website. The client is very interested in accessibility, so we’ve been looking into how their website can be more accessible for all users. We’ve talked them through the switch to GA4 from Universal Analytics, and worked on some of their CSS files. Because the website is international and they have versions for Japan, China and Germany, as well as the UK, there were key hreflang tagging improvements that our technical SEO team have implemented.
  2. Paid search: We set up Google Ads for brand search campaigns and Performance Max campaigns. Initially our Google Ads campaigns included several keywords that contributed to high traffic and conversions – but also high costs. When investigating search terms as part of our ongoing process, we re-structured the ad groups and tweaked focus keywords to allow the budget to focus on better performing keywords, alleviating wasted spend and decreasing the number of poor quality conversions to focus on higher quality leads.
  3. Performance Max: When Google introduced Performance Max, it was a great opportunity to add this new tool to the account in order to capitalise on conversions that the Search campaigns were not focused on. Coupled with strong research and content creation, Pmax campaigns leverage the power of machine learning and AI to show relevant ads to the right buyer at the right time on their buying journey. Pmax campaigns are now some of the top converting campaigns for the client and have benefitted the account.
  4. Education: Mathys & Squire offer internships to recent university graduates who we support by delivering training sessions on Mathys & Squire’s work with us, and the basics of SEO and PPC.

Key Outcomes: 

Six month period (Oct 2022 – March 2023) compared to the previous year:

  • 45.3% increase in Organic traffic
  • 42.29% increase in Organic sessions
  • 44.54% increase in Organic new users

For paid ads over a six month period (Nov 22- Apr 23), compared to the six months prior:

  • 27.14% increase in clicks
  • 33.83% increase in CTR overall