The quick numbers
- Page 1 rankings in 4 months
- 17,000+ daily impressions (from 8,000)
- 50-140 daily clicks (from under 20)
- Position 6-8 average (from 15-25)
- 15 links per month, all from legal and migration-related sites
The situation
One Planet Migration Law is an immigration firm with offices in Sydney and Melbourne. When they came to us, their website had some rankings but nothing consistent. They were sitting around positions 15-25 for their target keywords, which meant almost no one was clicking through.
In the legal niche, if you are not on page 1, you are not getting enquiries. Immigration law is particularly competitive because every firm in every major city is fighting for the same keywords.
What we did
- Built 15 niche-specific backlinks per month from legal and migration-related websites
- Tightened internal linking around their core service pages (visa types, migration services)
- Aligned page content with actual search intent for immigration keywords
- Kept link velocity steady and natural, no sudden spikes that trip Google's filters
- Focused entirely on relevance over volume. Every single link came from a related site
- Ran ongoing on-page optimisation to match content to how people actually search for immigration help
The results
The turnaround happened in stages, which is exactly how healthy SEO growth looks.
Month 1-2: Rankings started moving from the 20s into the teens. Impressions grew from 8,000 to 12,000 daily. Clicks were still low because positions 12-15 get almost no attention.
Month 3-4: Rankings broke into the top 10. Daily impressions pushed past 16,000. Clicks jumped to 50-140 per day as pages started appearing in positions 6-8.
Month 5-6: Rankings stabilised. Two Google core updates rolled through during this period, and positions held steady through both. That is the mark of sustainable SEO, not tactics that break at the first algorithm change.
Here are the actual performance snapshots from Google Search Console:
| Date | Daily Impressions | Daily Clicks | Avg Position |
|---|---|---|---|
| 30 Nov 2025 | 8,264 | 58 | 7.4 |
| 2 Dec 2025 | 16,569 | 141 | 6.4 |
| 4 Dec 2025 | 16,086 | 143 | 6.3 |
| 2 Feb 2026 | 17,559 | 93 | 7.2 |
The business impact
In immigration law, a single visa application client is worth $3,000-$8,000 in fees depending on the visa type and complexity. With 50-140 daily clicks and a conservative 2% enquiry rate, that translates to roughly 30-85 new enquiries per month from organic search alone.
Even with a modest 15% close rate on those enquiries, we estimate the monthly revenue generated from SEO sits between $13,000 and $38,000. The total SEO investment over the campaign was a fraction of that.
What made this work
This was not a quick-win campaign. We did not chase 50 keywords at once or blast links from random sites. The entire strategy was built on two principles: relevance and consistency.
Every link came from a legal or migration-related website. The velocity was steady at 15 per month, never more, never less. Google rewarded the patience. When competitors saw rankings drop during core updates, One Planet's positions held because the authority signals were genuine.
If you are in a competitive service niche like legal, healthcare, or professional services, the playbook is the same. Build relevant links consistently, match your content to search intent, and do not panic when results take a few months to show.
See the full technical case study for detailed GSC data and phase-by-phase breakdown.