In June 2025, YLaw, a 26-lawyer firm known for family law in British Columbia, asked us to help it grow its employment law practice online. We rebuilt the practice area, turned the lawyers’ knowledge into search-ready articles and short videos, and published them on a steady monthly schedule. Fifteen months later, Google visits to YLaw’s employment law pages were 7.8 times higher than a year earlier.
SEO and Digital Growth Journeys
YLaw: Nearly 8x More Google Visits to Employment Law
677%
Google Visits
160%
Service Page Visits
442%
Best Month Visits
Client Overview
YLaw is a British Columbia law firm led by CEO Leena Yousefi, with 26 lawyers and offices in the Lower Mainland and the Fraser Valley. It built its name in family law and now also handles estates, immigration, fertility and employment law.
We have worked with YLaw on and off for several years. In June 2025, Leena came back to us with a new employment law SEO initiative and a clear goal: make the firm visible to people facing workplace problems, not just family law problems.
Challenge
Google knew YLaw as a family law firm. Its main Google Business Profile category was Family Law Attorney, its practice pages sat under a “family law services” address, and employment law was filed under Other Legal Services. In the summer of 2025, the employment law pages drew about 38 Google visits a month.
The blog had plenty of raw material but no plan for employment law: unpublished drafts waiting for review, and several posts competing for the same searches.
Goals
- Get YLaw found when people in British Columbia search for help with dismissal, severance, workplace harassment and employment contracts.
- Turn the lawyers’ knowledge into content without taking hours of their week.
- Build an employment law section that could serve as the blueprint for the firm’s other practice areas.
- Bring in more employment law inquiries.
Constraints
- Lawyer time: articles had to come from practicing lawyers with full caseloads, and every post needed a final legal review before it went live.
- A family law brand: the firm’s Google Business Profile is built around family law and needed to stay that way, so the website itself had to show Google that YLaw also practices employment law.
- A shared website: theme changes ran through the firm’s web developer, and other campaigns used some of the same pages, so every address change had to be coordinated.
Tailored Approach
We treated employment law as a practice area launch, not a blog project. The work ran in six parts.
• Reviewed the blog and found posts competing for the same searches.
• Sorted the 27 unpublished drafts and moved the employment law topics to the front.
• Rebuilt employment law as a main practice area: a hub page with an FAQ reviewed by the firm’s employment lawyer, service pages for employees and employers, and location pages for Vancouver, Surrey and Chilliwack.
• Updated the Google Business Profile descriptions for the Surrey and Chilliwack offices as part of the rollout.
• Built a list of the specific questions employees and employers ask, such as how to negotiate severance or challenge a termination for cause.
• The firm’s lawyers wrote the articles. We optimized structure, titles, internal links and calls to action, and published related articles together so they support each other.
• From October 2025, this became a monthly program of four articles and five videos across the firm’s practice areas.
• Edited Leena’s first 15 short employment law videos, added custom thumbnails and refreshed the YouTube channel name and description.
• Released them three times a week and embedded longer videos in the matching articles.
• Revised lawyer profiles, including Leena’s, to link to the employment law pages so visitors and Google can follow the practice area from every angle.
• Speed and maintenance work so the new pages load fast.
Results
Google visits to YLaw’s employment law pages rose from an average of 42 to 325 a month, up 677% (7.8x) year over year. September 2026 was the best month yet, up 442% on September 2025.
Eight of the ten most visited articles had no Google visits a year earlier.
- Lawyer-written articles: they now bring in 86% of all Google visits to the employment law pages.
- Service pages: Google visits to the employment law service pages grew 160% (2.6x). These are the pages where people choose a lawyer.
- Steady growth after the rebuild: monthly visits more than doubled within four months of the practice area rebuild and trended up through 2026.
- More pages working for the firm: 28 employment law pages now bring in Google visitors, up from 5 a year earlier.
Tailored Tactiqs turned our lawyers’ knowledge into articles and videos that people actually find on Google. Employment law now has a real presence for our firm in search, and it keeps growing every month.
Leena Yousefi
CEO, YLaw
What This Means for Law Firms Adding a Practice Area
A new practice area does not grow from a few blog posts. YLaw’s employment law visits took off once three things were in place at the same time:
- Structure first: a real practice area section, with service and location pages, gave every new article a place to point.
- Lawyers supply the substance, we shape it for search: the firm’s lawyers wrote what they know, and each article was built around a question people actually type into Google.
- A steady schedule: articles and videos went out every month, so the gains kept building instead of fading after a launch.
We help law firms in North America grow practice areas in Google with content built on their lawyers’ expertise.
How We Measured
- Source: YLaw’s Google Analytics 4, organic search visits only. Paid ads, social media and direct visits are not counted.
- Employment law pages: the employment law hub, its service and location pages, and blog posts on employment topics such as dismissal, severance, harassment and contracts. Lawyer profiles are not counted. Pages that moved to new addresses during the fall 2025 rebuild are counted under both addresses.
- Year over year: May 1 to September 30, 2026, compared with the same months of 2025. Google Analytics data for the site starts in April 2025.
- The raw numbers: 1,623 Google visits to employment law pages from May to September 2026, against 209 in the same months of 2025. Articles: 1,393 against 121. Service pages: 229 against 88. September 2026: 428 visits, against 79 in September 2025.
- Pages bringing in Google visitors: employment law pages with 10 or more Google visits between May and September.
Achieve Online Growth like Our Client YLaw
This case study reveals how YLaw achieved a 677% increase in Google Visits, a 160% surge in Service Page Visits, and a 442% boost in Best Month Visits through our strategic approach.
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