SEO + Content Marketing
Stečaj.rs - SEO and Content Marketing Campaign
From 0 organic visits to the #1 spot for 14 keywords and 4,870 monthly visits from Google in 6 months
A full SEO and content marketing campaign for a bankruptcy trustee: 350+ keyword research, 42 expert articles, 84 referring domains, 124 technical SEO fixes. The result: SERP dominance for every major commercial keyword in the bankruptcy law niche and 340% more qualified inquiries.
Client
Dr Predrag Stojković — Stečaj.rs
Industry
Legal Services (Bankruptcy Law)
Year
2025
Duration
6 months of active campaign + ongoing maintenance
01
+520%
Organic traffic growth
02
4.870
Monthly organic visits (M6)
03
14
Keywords in position #1
04
38
Keywords in top 3
For the same client
See the other projects for Stečaj.rs
This project is part of a wider collaboration, a complete digital presence from branding to campaign.
[ SEO Dashboard: 6 months of campaign ]
What the data from Google reveals
Search Console + GA4 + Ahrefs metrics in one view: keyword positions, organic traffic growth and Core Web Vitals.
Google Search Console
Organic traffic by month
+520% growthM1 → M12
4.9k3.7k2.4k1.2k0.0k
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
Search Console (M6)
Performance overview
Impressions
84.320
Clicks
4.870
Average CTR
5,8%
Average position
8,4
PageSpeed Insights
Core Web Vitals
LCP- mobile
6,8s1,4sGOOD
CLS- Core Web Vitals
0,280,02GOOD
INP- interaction
380ms110msGOOD
Mobile score
94
Desktop score
99
Domain authority
431
Referring domains
384
Total backlinks
12428
Indexed URLs
13156
[ Scope of work ]
What we delivered
An overview of every service that went into this project, each with its own role in the campaign.
01
SEO Audit (124 fixes)
02
Keyword Research (350+ KW)
03
Technical SEO + Core Web Vitals
04
On-Page optimization
05
Content Marketing (42 articles)
06
Link Building / Digital PR
07
Local SEO + GBP
08
Conversion Rate Optimization
09
Google Search Console setup
10
GA4 + Microsoft Clarity
11
Monthly reporting and strategy
Stack
Tools and technologies
Ahrefs (KW + backlink)Semrush (competitive intel)Screaming Frog (audit)Sitebulb (architecture)Google Search ConsoleGoogle Analytics 4Microsoft Clarity (heatmap)SE Ranking (rank tracking)Rank Math ProSchema ProWP Rocket (cache)Cloudflare CDN
[ Case study ]
From problem to solution
Problem
Challenge
Dr Predrag Stojković, a licensed bankruptcy trustee with years of experience in complex bankruptcy proceedings, reached out with a need for a new professional website.
The initial brief was simple: services overview, bio, and a contact form.
When we analyzed the market, we found the bankruptcy law niche to be extremely competitive, with law firms from Belgrade and Novi Sad holding domain authority of 28 to 42, established backlink profiles, and thousands of content pages.
Commercial keywords like „stečajni upravnik”, „prijava potraživanja”, and „otvaranje stečaja” had a CPC between 1.80€ and 4.20€ in Google Ads, signaling high commercial intent but also expensive competition.
A „pretty static site” would get lost within the first 30 days, existing only for those who already knew the client's name.
We proposed to Dr Stojković that alongside building the site we launch a complete SEO and content marketing strategy from day 1, as one integrated campaign instead of two separate phases.
The goal: by M6 the site would become the main source of new clients, not just a „digital business card”.
SEOTechnical SEOContent MarketingLink BuildingLocal SEOGSCGA4CRO
Approach
Solution
We built the site from scratch with SEO architecture at its core: silo URL structure, semantic HTML hierarchy, complete Schema.org markup (LegalService, Person, Article, FAQPage, BreadcrumbList), and Core Web Vitals optimization during development (not after).
In parallel we ran deep keyword research with Ahrefs, Semrush, and Google Keyword Planner, mapping 350+ relevant keywords and clustering them into 8 thematic groups (Bankruptcy Proceedings, Bankruptcy Estate, Filing Claims, Reorganization, Liquidation, Bankruptcy Plan, Bankruptcy Debtor, Bankruptcy Creditor).
We set up E-E-A-T signals from the start: a bio with an ALSU license, certificates, years of experience, and reference cases.
Over 6 months the content team wrote 42 expert articles averaging 2,400 words: pillar pages targeted high-volume terms, cluster pages covered long-tail and People Also Ask variations.
Link building ran through Digital PR: guest posts on legal portals and interviews in national business magazines.
Conversions were handled through a multi-step contact form, a free bankruptcy plan calculator, and instant booking.
Everything was measured through GA4 + Search Console + Microsoft Clarity with weekly rank tracking.
SEO Audit (124 fixes)Keyword Research (350+ KW)Technical SEO + Core Web VitalsOn-Page optimizationContent Marketing (42 articles)Link Building / Digital PRLocal SEO + GBPConversion Rate OptimizationGoogle Search Console setupGA4 + Microsoft ClarityMonthly reporting and strategy
[ Measurable results ]
Before and after
Monthly organic visits
0
Before
4.870
After
Keywords in top 10
0
Before
127
After
Keywords in top 3
0
Before
38
After
Position - „stečajni upravnik”
Nerangirano
Before
#1
After
Position - „prijava potraživanja”
Nerangirano
Before
#1
After
Position - „otvaranje stečaja”
Nerangirano
Before
#2
After
Position - „stečajna masa”
Nerangirano
Before
#1
After
Position - „rok za prijavu potraživanja”
Nerangirano
Before
#1
After
Domain Rating (DR)
4
Before
31
After
Referring domains
3
Before
84
After
Total backlinks
12
Before
428
After
Indexed URLs (GSC)
13
Before
156
After
LCP - mobile
6,8s
Before
1,4s
After
CLS - Core Web Vitals
0,28
Before
0,02
After
INP - interaction
380ms
Before
110ms
After
Site conversion rate
0,4%
Before
4,2%
After
Qualified inquiries / month
2
Before
43
After
Cost per Lead (vs Google Ads)
≈4,20€
Before
0,32€
After
GBP impressions / month
84
Before
12.470
After
GBP call clicks
1
Before
187
After
Monthly value of the organic channel
≈0€
Before
≈8.400€
After
[ Concrete deliverables ]
Everything we delivered
Concrete items that are part of the package, with numbers, tools and measurable outcomes.
01
Keyword Research - 350+ KW
Clustered into 8 thematic silos (Bankruptcy Proceedings, Bankruptcy Estate, Filing Claims, Reorganization, Liquidation, Bankruptcy Plan, Bankruptcy Debtor, Bankruptcy Creditor) with mapped volume, CPC, difficulty, and search intent.
02
14 keywords in position #1
Among them: „stečajni upravnik”, „prijava potraživanja”, „stečajna masa”, „rok za prijavu potraživanja u stečaju”, „stečajni postupak Srbija”, „obaveze stečajnog upravnika”, „kako se otvara stečajni postupak”.
03
Technical SEO - 124 fixes
LCP 6.8s → 1.4s, CLS 0.28 → 0.02, INP 380ms → 110ms. Complete Schema.org markup (LegalService + Article + FAQPage + BreadcrumbList). Segmented XML sitemap, optimized robots.txt, silo internal linking architecture.
04
42 expert SEO articles
Averaging 2,400 words, pillar + cluster strategy. Every article went through the client's legal review. Quarterly refresh of older articles for content decay management.
05
Link Building - 84 referring domains
17 guest articles on legal portals, 4 interviews in national media (Politika Online, Biznis.rs, Privredni vodič), 23 natural mentions. DR from 4 to 31. Disavowed 6 toxic domains.
06
Local SEO + Google Business
GBP with 19 photos, 12 verified 5★ reviews, complete Q&A section. 28 local citation builds with NAP consistency. Top 3 in the map pack for Belgrade / Novi Sad / Niš.
07
CRO - conversion 0.4% → 4.2%
Multi-step contact form with inquiry qualification, a free bankruptcy plan PDF calculator (1,247 downloads), live chat with FAQ. Microsoft Clarity heatmap analysis and removal of friction points.
08
Reporting - GSC + GA4 + Ahrefs
Weekly rank tracking of 350 KW through SE Ranking. Monthly custom dashboard reports with traffic by cluster, CTR by page, new backlinks, and content gap analysis.
[ How we worked ]
Work process
01
01
Step 01
Discovery and SEO audit
ICP + 8 segments + 124 SEO baseline
A two-week discovery with Dr Stojković: legal expertise, ICP profile (small and mid-sized entrepreneurs in pre-bankruptcy status), geographic focus (Serbia + diaspora). Competitor analysis of the top 10 sites in the niche: backlink profile, content gap, SERP feature dominance, AI Overviews citations.
Tools in this step
Screaming FrogSitebulbAhrefsGoogle Search Console
02
02
Step 02
Keyword research and topic maps
350+ KW · 8 silos · pillar+cluster map
Mapping 350+ keywords with metrics (volume, CPC, KD, search intent). Clustering into 8 thematic silos with pillar and cluster structure. Special focus on long-tail terms with transactional intent („how much does a bankruptcy trustee cost”, „how to start bankruptcy proceedings”, „deadline for filing claims in bankruptcy”).
Tools in this step
AhrefsSemrushKeyword PlannerAlsoAsked
03
03
Step 03
Technical SEO and Core Web Vitals
LCP 1.4s · CLS 0.02 · INP 110ms
The site was built with SEO architecture at its core: semantic HTML hierarchy, image lazy-load + WebP conversion, inline critical CSS, reduced JS bundle, WP Rocket cache, Cloudflare CDN. Segmented XML sitemap by content type, optimized robots.txt, silo internal linking architecture.
Tools in this step
WordPressWP RocketCloudflare CDNPageSpeed Insights
04
04
Step 04
On-Page and E-E-A-T signals
Schema.org: LegalService + Person + Article + FAQPage
Title tag and meta description CTR optimization, H1 to H3 hierarchy, keyword density without overstuffing, internal anchor text strategy. E-E-A-T signals: an Author Box with the bankruptcy trustee license, ALSU certificates, years of experience, references, visible NAP (Name, Address, Phone), legal disclaimer, and transparent rates.
Tools in this step
Schema ProRank Math ProYoast
05
05
Step 05
Content marketing - 42 expert articles
42 articles · avg 2,400 words · 100% legal review
A content calendar with 42 articles over 6 months, averaging 2,400 words. Each article went through: keyword brief → first draft → legal review by Dr Stojković → on-page SEO check → publish → internal links. Pillar pages targeted high-volume terms, cluster pages covered long-tail and People Also Ask variations. Quarterly refresh of older articles (content decay management).
Tools in this step
Google DocsSurfer SEOGPT-4 (draft)Grammarly
06
06
Step 06
Link building and Digital PR
DR 4 → 31 · 84 ref. domains · 17 guest articles
An outreach campaign across 180+ relevant legal portals, business media, and industry blogs. Placed 17 guest articles, 4 interviews (Politika Online, Biznis.rs, Privredni vodič), and 23 natural mentions after case studies were published. Toxic link monitoring and disavow process for 6 low-quality domains.
Tools in this step
AhrefsHunter.ioPitchboxGSC Disavow
07
07
Step 07
Local SEO and Google Business Profile
Top 3 map pack · Belgrade / Novi Sad / Niš
GBP optimization with 19 photos, a complete Q&A section, and regular Google Posts. Outreach for 12 verified 5★ reviews. Local citation building across 28 domestic business directories (NAP consistency): Maps.me, Apple Maps, OSM, Serbian yellow pages.
Tools in this step
Google Business ProfileBrightLocalWhitesparkApple Maps
08
08
Step 08
CRO and lead generation
Conversion 0.4% → 4.2% · 1,247 PDF downloads
A/B tested 8 variants of the main CTA form: the winner was a 4-step multi-step form with inquiry qualification (company type / stage of the problem / urgency). Added a free bankruptcy plan PDF calculator as a lead magnet (1,247 downloads, 38% lead-to-call rate). Live chat with automated FAQ answers. Microsoft Clarity heatmap analysis removed 3 friction points.
Tools in this step
Microsoft ClarityHotjar (A/B)CalendlyCrisp Chat
09
09
Step 09
Monthly reporting and optimization
Weekly rank tracking · Monthly Looker dashboard
Weekly rank tracking of 350 keywords through SE Ranking. Monthly reports with GSC + GA4 + Ahrefs data: traffic by cluster, CTR by page, new backlinks, content gap analysis. Quarterly strategy review with Dr Stojković: budget reallocation, new content briefs, refresh calendar, ROI evaluation by channel and KW group.
Tools in this step
SE RankingLooker StudioGSCGA4Ahrefs
01
01
Step 01
Discovery and SEO audit
ICP + 8 segments + 124 SEO baseline
A two-week discovery with Dr Stojković: legal expertise, ICP profile (small and mid-sized entrepreneurs in pre-bankruptcy status), geographic focus (Serbia + diaspora). Competitor analysis of the top 10 sites in the niche: backlink profile, content gap, SERP feature dominance, AI Overviews citations.
Tools in this step
Screaming FrogSitebulbAhrefsGoogle Search Console
02
02
Step 02
Keyword research and topic maps
350+ KW · 8 silos · pillar+cluster map
Mapping 350+ keywords with metrics (volume, CPC, KD, search intent). Clustering into 8 thematic silos with pillar and cluster structure. Special focus on long-tail terms with transactional intent („how much does a bankruptcy trustee cost”, „how to start bankruptcy proceedings”, „deadline for filing claims in bankruptcy”).
Tools in this step
AhrefsSemrushKeyword PlannerAlsoAsked
03
03
Step 03
Technical SEO and Core Web Vitals
LCP 1.4s · CLS 0.02 · INP 110ms
The site was built with SEO architecture at its core: semantic HTML hierarchy, image lazy-load + WebP conversion, inline critical CSS, reduced JS bundle, WP Rocket cache, Cloudflare CDN. Segmented XML sitemap by content type, optimized robots.txt, silo internal linking architecture.
Tools in this step
WordPressWP RocketCloudflare CDNPageSpeed Insights
04
04
Step 04
On-Page and E-E-A-T signals
Schema.org: LegalService + Person + Article + FAQPage
Title tag and meta description CTR optimization, H1 to H3 hierarchy, keyword density without overstuffing, internal anchor text strategy. E-E-A-T signals: an Author Box with the bankruptcy trustee license, ALSU certificates, years of experience, references, visible NAP (Name, Address, Phone), legal disclaimer, and transparent rates.
Tools in this step
Schema ProRank Math ProYoast
05
05
Step 05
Content marketing - 42 expert articles
42 articles · avg 2,400 words · 100% legal review
A content calendar with 42 articles over 6 months, averaging 2,400 words. Each article went through: keyword brief → first draft → legal review by Dr Stojković → on-page SEO check → publish → internal links. Pillar pages targeted high-volume terms, cluster pages covered long-tail and People Also Ask variations. Quarterly refresh of older articles (content decay management).
Tools in this step
Google DocsSurfer SEOGPT-4 (draft)Grammarly
06
06
Step 06
Link building and Digital PR
DR 4 → 31 · 84 ref. domains · 17 guest articles
An outreach campaign across 180+ relevant legal portals, business media, and industry blogs. Placed 17 guest articles, 4 interviews (Politika Online, Biznis.rs, Privredni vodič), and 23 natural mentions after case studies were published. Toxic link monitoring and disavow process for 6 low-quality domains.
Tools in this step
AhrefsHunter.ioPitchboxGSC Disavow
07
07
Step 07
Local SEO and Google Business Profile
Top 3 map pack · Belgrade / Novi Sad / Niš
GBP optimization with 19 photos, a complete Q&A section, and regular Google Posts. Outreach for 12 verified 5★ reviews. Local citation building across 28 domestic business directories (NAP consistency): Maps.me, Apple Maps, OSM, Serbian yellow pages.
Tools in this step
Google Business ProfileBrightLocalWhitesparkApple Maps
08
08
Step 08
CRO and lead generation
Conversion 0.4% → 4.2% · 1,247 PDF downloads
A/B tested 8 variants of the main CTA form: the winner was a 4-step multi-step form with inquiry qualification (company type / stage of the problem / urgency). Added a free bankruptcy plan PDF calculator as a lead magnet (1,247 downloads, 38% lead-to-call rate). Live chat with automated FAQ answers. Microsoft Clarity heatmap analysis removed 3 friction points.
Tools in this step
Microsoft ClarityHotjar (A/B)CalendlyCrisp Chat
09
09
Step 09
Monthly reporting and optimization
Weekly rank tracking · Monthly Looker dashboard
Weekly rank tracking of 350 keywords through SE Ranking. Monthly reports with GSC + GA4 + Ahrefs data: traffic by cluster, CTR by page, new backlinks, content gap analysis. Quarterly strategy review with Dr Stojković: budget reallocation, new content briefs, refresh calendar, ROI evaluation by channel and KW group.
Tools in this step
SE RankingLooker StudioGSCGA4Ahrefs
“I contacted the Beeglantee team with an idea for building a website. They suggested we launch an SEO and content strategy from the start alongside the site, as one integrated campaign. I agreed. Six months later, when someone types „stečajni upravnik” or „prijava potraživanja u stečaju”, Stečaj.rs is the first result. The phone rings every day because of inquiries from the site. Every decision is measurable, every article is part of a plan, every link has a reason. That is ROI you can actually see.”
D
Dr Predrag Stojković
Licensed bankruptcy trustee, Stečaj.rs
[ Next step ]
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