Competitor Analysis for Immigration Lawyers

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Learn from your competition for a successful SEO campaign. Performing a deep competitor analysis for immigration lawyers can give you an advantage over other firms saving you time and money.

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Competitor analysis for immigration lawyers is what we will discuss in this article. We’re going to tell you everything you need to know about what makes a successful competitor analysis for your immigration law firm’s SEO campaign. Because the online marketing landscape is constantly shifting to adhere to Google’s evolving algorithm, the best way to evolve and adapt is to see what makes that law firm hit its goals through competitor analysis.

At Ravecode Solutions, we want your immigration law firm SEO campaign plan to succeed, so keep reading for helpful tips on how to learn from your competition and take your SEO campaign to the next level.

What is Competitor Analysis for immigration lawyers?

The term “competitor analysis” is self-explanatory, referring to a system of picking apart what other successful immigration law firms are doing with their online presence. Is it working? Then study their craft and ask yourself how you can implement some of the same strategies.

When conducting a competitor analysis for immigration lawyers, it’s important to look at specific keywords used on their landing pages and blogs, backlinks, optimization, and traffic by city. We’ll get into more of that later, but a complete competitor analysis takes a portion of the heavy lifting out for you. Because someone else has already figured out what works and what doesn’t, it’s now available as a helpful learning tool.

Competitor analysis also helps map out what not to do.

That said, identifying weaknesses is potentially more complicated than you’d think. While it’s easy to blame Google’s ever-changing algorithm for letting other sites absorb all the traffic, the fact is your campaign is missing essential elements. Every website—even those high-ranking ones you’re analyzing— has its flaws, which is why this is an excellent opportunity to look at them to ensure you’re not making the same mistakes. Your competitor’s weaknesses could be your strengths once you identify what they are. It’s an excellent opportunity to bring yourself to the top.

When it comes to your website, client or other immigration attorney feedback is a great place to start. Often, complaints are visible in the form of comments, either on your website or your social media. Another, more immediate solution is to create a viewer survey, where they can tell you exactly what their thoughts are. Once identified, take a look at your competitors to see how they do in that regard and then alter your strategy.

Now that you know the basics, let’s discuss the process of pulling it off.

Competitor Analysis Process for immigration lawyers

There are several ways to perform an analysis on a competitor. It’s always a great idea to do these tasks in tandem with quality SEO analysis tools, such as Linkody, GrowthBar, Internet Marketing Ninjas, Seomater, and SpyFu. Regardless, here is the process:

Identify SEO Competitors

First off, you have to find out who those competitors are, and there are several ways you can do that. Utilizing tools like Ahrefs, Semrush, or Ubersuggest helps identify top-ranking competitors and how they got there. Some tools allow you to look at the company’s social media, web traffic, engagement, and ad campaigns while others show you their backlinks. These efforts contribute to a brand’s Google reach, so keep that in mind while building or rebuilding your immigration law firm marketing campaign.

Evaluate Keywords

If you’ve learned anything about SEO, you’ve likely picked up on using targeted keywords. Utilizing tools like Semrush will help you evaluate your competition’s site, specifically their keywords. Start your search by looking at how many keywords you and your competitor share. You’ll get a side-by-side comparison of where the two of you rank concerning each other. After this, check out the top 20 keywords the competitor ranks in with search results. Their rank will be determined by the number of successful ranking keywords.

Think of keywords as specific Google searches used by potential clients. With those top 20 keywords, figure out how many visitors the site gets per month, per keyword. That helps determine the competitor’s overall success on Google.

Look for Content Gaps on Your Website

Simply put, content gaps are missing pieces of information on your website that would direct visitors to the point of taking action. While the concept is self-explanatory, it may not be the easiest thing to pick up on initially. What do you look for?

Performing an audit should help you discover things like keyword opportunities on blogs, web pages, social media platforms, and landing pages. If a competitor is running a more successful campaign, its website has more transparency or coherency.

Identify Key Traffic Locations

Whichever analytic tool you decide to use likely provides a list of your competitor’s top five cities/countries and their incoming traffic. Don’t underestimate that information, as it looks at untapped markets. Let’s say your competitor is gaining a lot of organic traffic in Houston but not so much in Dallas. Take the latter as an opportunity to build up your presence in that region.

Analyze PPC strategy

SEO is all about continuously adapting and altering your strategies to match or out-think your competitors. Even after optimizing your SEO, other sites may still be out-ranking you. Why? They’re utilizing paid traffic.

Figure out a budget but don’t try to spend more on your PPC efforts than your competitors. It would help if you still evaluated their PPC strategy to see which keywords they’re implementing and which market is responding. By making a note of the quality of ad copy they’re using, you’ll see just how much effort companies put into their PPC strategy. Whatever is making people click is spelled out for you, literally, in the ad copy, so keep an eye on that.


Competitor analysis for immigration lawyers, and SEO as a whole, is a trial-and-error effort that may take some time to hone. Luckily, you don’t have to reinvent the wheel. Take this article into consideration and continue hammering away at your strategy while utilizing competitor analysis, and you’ll be on your way to success.

I know we covered a lot of information in this article. If anything is not clear or you are confused about something, feel free to schedule a call with us and we can review your situation and provide a roadmap and plan you can implement so you can out rank other immigration law firms in Google.

We’ll fine-tune it to be a self-reliant organic traffic magnet. Let us help you grow your firm and change more lives.

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