Passion Digital

Challenge

Shoosmiths Serious Injury operates in one of the most competitive organic search landscapes in the legal sector. They needed to increase visibility for high-value claims terms while reducing reliance on expensive paid media. Limited availability from legal experts also made content production difficult. The goal was to build a sustainable SEO strategy that could improve rankings, grow qualified organic traffic and establish authority in specialist areas like birth injury claims.

Solution

We began with a technical and E-E-A-T focused SEO audit before building a hub-and-spoke content strategy across four key areas, including birth injury claims. We redesigned service page templates to highlight trust signals such as advisor profiles, case studies and reviews. Through expert onboarding sessions, we secured collaboration with legal specialists to create authoritative content. We also consolidated pages, removed keyword cannibalisation and optimised content for search intent.

Result

The strategy significantly increased Shoosmiths’ organic visibility in a highly competitive legal market. Results included 213 new page-one keyword rankings, 70 new position-one rankings and an average ranking improvement from 46.2 to 13. Birth injury–related organic clicks increased by 3,000% year on year, while sitewide organic clicks grew by 33%. The campaign also generated 15 featured snippets and 21 AI Overview appearances in Google search.

Challenge

Octopus Investments, part of the Octopus Group, wanted to grow relevant organic traffic to support their key retail investment products. Operating in a highly competitive and regulated financial services landscape, they needed to improve page one visibility, strengthen rankings for high-value keywords and increase their presence within Google’s SERP features, without relying on rising search demand.

Solution

We delivered a hub-and-spoke SEO strategy focused on Octopus Investments’ core retail products. Using keyword research and content mapping, we resolved cannibalisation and duplication, created new intent-led content and optimised existing guides. Technical SEO and schema markup improved featured snippet visibility.

Result

- 22.6% increase in organic clicks to the main target hub year-on-year, despite a 17.7% drop in overall search demand - 47 new featured snippets secured across priority keywords - 50 keywords newly ranking in the top three positions on Google Together, this significantly improved visibility, authority and organic performance for Octopus Investments’ retail product pages.

Challenge

Nutanix wanted to increase non-branded organic traffic across five highly competitive EMEA markets: the UK, France, Germany, Italy and Spain. While the brand already had visibility for some industry terms, they needed stronger rankings for strategic topics such as HCI, hybrid multicloud and virtualisation. Technical site control sat with the US team, limiting our ability to change site structure or technical elements.

Solution

To work within these constraints, we focused on content and topical authority. We conducted local keyword and competitor research for each market to align with regional search behaviour. Based on this insight, we produced detailed SEO recommendations, optimised metadata and internal links, and created new content to fill gaps. We also targeted SERP features such as featured snippets to improve visibility and CTR across markets.

Result

Our strategy significantly improved Nutanix’s organic performance across EMEA markets. Non-branded clicks increased by 66.24% year-on-year across France, Germany, Italy and Spain. By strengthening topical authority and targeting SERP features, we improved visibility for key industry topics and increased engagement from users actively searching for hybrid cloud and infrastructure solutions.