How a legal marketing network consolidated its SEO tech stack and saved 30% budget

Industry Legal

Tools Used Citation Tracker, Google Business Profile Audit, Local Rank Tracker, Local Search Audit, Local Search Grid, Reputation Manager

30% annual budget saved on tech stack

66% hours saved in auditing and reporting

70% higher scoring rate against previous vendor

"The BrightLocal team has been immensely helpful and like a true partner."

Ashley Boehm Senior Manager, Martindale-Avvo

ABOUT

Martindale-Avvo is the largest legal marketplace, and has been connecting clients and attorneys for over 150 years.

With legal marketing services offered under six brands, Martindale-Avvo reaches over 25 million visitors on a monthly basis, and generates 120,000 consumer requests per month.

CHALLENGE

Too many vendors and a lot of time spent extracting data

The team at Martindale-Avvo had been using four separate vendors for keyword tracking, local rankings, and citation building.

They also found that the data available was not comprehensive enough unless they expended significant development time to extract more meaningful results.

The team wanted to consolidate their tools into one solution with an appealing and user-friendly interface while leveraging reporting data into more meaningful insights for their clients.

SOLUTION

Consolidating four vendors into one for a full suite of local SEO tools

Martindale-Avvo conducted a weighted analysis of nine vendors to determine the best solution for its needs. It scored factors including the product interface and user experience, as well as capabilities for keyword analysis, keyword rank tracking, competitor analysis, auditing, and reporting. The team ultimately scored BrightLocal at 101%.

"Overall, there were a lot of tools that just weren't comprehensive enough. When it came to keyword ranking analysis, ongoing reporting, and scheduling, other vendors just didn't offer that," says Ashley Boehm, Senior Manager at Martindale-Avvo.

"BrightLocal having all this all in one suite was amazing. The interface was amazing, and it had everything that we wanted. When we ranked it on a rubric, they were five out of five for everything," she continues.

"We love the support from BrightLocal. It's a world of difference from other vendors we've worked with, where you don't have an account manager and instead chat with a bot, hoping to get hold of an agent. We feel confident it's truly managed and they've always gone above and beyond."

Ashley Boehm Senior Manager, Martindale-Avvo

RESULTS

Improved billing process, annual budget savings of 30%, and 66% time saved on audits and reporting.

Martindale-Avvo decided to move over to BrightLocal and consolidated four vendors into one, estimating a budget saving of 30% annually.

Since working with BrightLocal, they have adopted the following tools:

Citation Builder
Citation Tracker
GBP Audit
Local Rank Tracker
Local Search Audit
Local Search Grid
Reputation Manager

Previously, the team found that client audits could take up to three hours to complete, with much of the data requiring manual extraction from development teams.

Now, with comprehensive data provided by BrightLocal's tools, such as Local Search Audit and GBP Audit, the team estimates a time saving of around two hours (66%).

This means that insights can be ingested and fed into documents to support areas such as sales pitches or account upselling.

Additionally, the team and its clients love the reputation tools.

"We love the review tool, Reputation Manager," says Ashley. "We're going to use it now on every website product, because our clients love it, and the sales team loves it. So it's a no-brainer."