Tripling a 12-Month Backlink Target in Five Months for Rogers & Norton
B2C • Solicitors • SEO • Digital PR
By the numbers.
%
Increased backlink target
Pieces of media coverage
%
Organic clicks
LOCALiQ’s Digital PR strategy strengthened Rogers & Norton’s online authority and visibility, securing 61 high-authority backlinks and 92 media placements within five months while exceeding the original backlink target by 204%. With organic clicks up 31.6% and impressions up 57.9%, the campaign is helping more prospective clients discover the firm and supporting its objective of making the website a stronger source of new business.
The business.
Rogers & Norton is a multi-discipline law firm with roots in Norfolk and offices in Norwich, Dereham and Attleborough. Established in 1982, the firm has grown to employ almost 70 people across its three locations, supporting individuals, families and businesses throughout the UK and internationally.
Alongside its core legal services, the firm has developed expertise in several specialist areas that distinguish it from a traditional high-street practice. These include a dedicated construction law team and specialist work involving goods seized by UK Border Force.
With a growing client base, Rogers & Norton wanted its digital presence to better reflect the breadth, experience and specialist expertise available across the firm.
When you’re competing in the highly regulated legal sector, you need smart digital PR to turn specialist expertise into trusted media coverage, stronger search authority and greater visibility among the people who need your services.
Challenges.
When Marketing Manager Louis Hilldrup-Boorman joined Rogers & Norton in 2022, he inherited what he described as a relatively blank canvas. Although the firm had carried out marketing activity before, its approach had not always been consistent across traditional, digital and business development channels.
The website became a key priority. Rogers & Norton saw it as an important source of new business, but it was not generating the quantity or quality of enquiries the team wanted. Its wider online presence, including social media and brand identity, also needed further development.
With only Louis and one marketing assistant in the internal team, there was limited capacity to manage specialist digital activity.
LOCALiQ identified that the website lacked sufficient off-page authority to compete effectively in organic search, particularly within Google’s “Your Money or Your Life” (YMYL) category, where legal content is subject to heightened standards of trust, expertise, and authority.
“The team at LOCALiQ are results-driven and very keen to deliver. Their ability to be flexible while meeting and exceeding the expectations laid out from the outset has been really impressive.
Every report we receive includes positive results, and achieving more than 200% of our target only a few months into a 12-month project speaks for itself. We couldn’t be happier.”
Marketing Manager, Rogers & Norton
Identifying the authority gap
LOCALiQ identified that Rogers & Norton needed stronger domain authority to close the gap between the quality of its website and the level of trust search engines associated with it. Building more high-quality external signals would help demonstrate the firm’s credibility and improve its ability to compete for relevant legal searches.
A Digital PR campaign was recommended to secure authoritative backlinks, increase brand visibility and position the firm’s lawyers as trusted experts.
Building a 12-month editorial strategy
LOCALiQ developed a 12-month content plan based on legal changes, consumer questions and timely opportunities for expert commentary.
The strategy turned complex legal topics into clear, useful stories covering inheritance tax, renters’ rights, neighbour disputes, workplace heat, digital assets in wills and employee monitoring.
Combining planned campaigns with reactive PR
Alongside the planned content calendar, LOCALiQ responded quickly to breaking news and journalist requests.
A campaign about neighbours leaving bins out secured 18 media placements and 13 backlinks, while a reactive workplace heat campaign generated 28 pieces of coverage, 19 backlinks and 9 brand mentions.
Positioning the firm’s lawyers as accessible experts
LOCALiQ worked with Rogers & Norton’s legal teams to provide journalists with clear, credible and timely commentary on topics with broad public interest.
The client’s flexibility and fast internal approvals helped the team respond while stories were still relevant, strengthening the authority of the wider website.
Securing national media and broadcast coverage
LOCALiQ created ready-to-publish press releases and distributed them to carefully selected journalists across legal, money, property, employment and lifestyle media.
The campaigns secured coverage in titles including the Daily Mirror, Daily Express, Daily Star, HELLO! and OK!, as well as an appearance on BBC Breakfast that significantly increased national brand exposure.
%
Increased backlink target
Pieces of media coverage
%
Increased organic clicks
Want to achieve results like this?
Exceeding the annual target within five months
The original 12-month target was 30 backlinks. Within five months, the campaign generated 61 backlinks, exceeding the target by 204%, alongside 92 article placements and 31 brand mentions.
Across five campaigns, Rogers & Norton averaged 18.4 pieces of coverage and 12.2 backlinks per story, delivering results much earlier than typically expected from a long-term Digital PR strategy.
Building a high-quality and diverse backlink profile
The 61 backlinks achieved an average domain authority of 79, compared with the campaign benchmark of 50, with the highest-authority link scoring 95.
These links came from 29 unique referring domains, showing that Rogers & Norton was being referenced by a broad mix of trusted publications rather than relying on repeated coverage from a small number of websites.
Turning media authority into greater search visibility
Within four months, Rogers & Norton’s Ahrefs authority score increased by 21%, while the website recorded a 31.6% increase in organic clicks and a 57.9% increase in search impressions.
This means the firm is appearing more frequently in search and attracting more visitors to its website, increasing the opportunities for prospective clients to discover its services. Although Rogers & Norton’s previous case management system did not allow enquiries and new matters to be attributed to individual campaigns, the firm is confident the Digital PR activity is already delivering significant brand-awareness value and has introduced a new system to improve attribution as the campaign continues.
Establishing the firm as a national expert voice
The campaign extended Rogers & Norton’s profile beyond its regional footprint, securing coverage across several major UK media brands. A standout achievement was an appearance on BBC Breakfast, where one of the firm’s lawyers provided expert commentary on workplace heat regulations to a national audience.
This wider recognition helps keep Rogers & Norton front of mind when individuals and businesses later need legal advice, supporting the firm’s longer-term new-business objectives.
Supporting a lean internal marketing team
LOCALiQ managed media outreach, journalist relationships, press release creation and campaign reporting, allowing Rogers & Norton’s two-person marketing team to focus on internal coordination and wider marketing activity.
Services provided
- Digital PR strategy and execution
- 12-month campaign and editorial planning
- Reactive newsjacking and journalist response
- Expert positioning and media commentary
- National, regional and specialist media outreach
- High-authority backlink acquisition
- Brand mention generation
- SEO authority monitoring and reporting
Key results
- Exceeded the original 12-month backlink target by 204% within approximately five months
- Secured 92 pieces of media coverage, 61 backlinks and 31 additional brand mentions
- Generated backlinks from 29 unique referring domains
- Increased the website’s Ahrefs authority score by 21% within four months
- Increased organic clicks by 31.6%
- Increased search impressions by 57.9%
- Secured national television coverage on BBC Breakfast
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