YYZ Law

Aviation & travel law · Toronto

4.3× organic clicks over 3 years · year over year

Situation

YYZ Law is one of very few dedicated aviation and travel law boutiques in Canada — deep specialists (Tier 1, Best Law Firms Canada 2026) in a narrow, high-stakes field. Specialist authority wasn't the problem; being FOUND was. At the start of the engagement the site drew 241 organic clicks a month (Google Search Console, March 2022).

The focus of the engagement

A sustained three-year SEO program: targeting the firm's commercial terms (aviation lawyer, aircraft financing, travel law), a content program written around real client questions — aircraft registry, IDERAs, regulatory filings — reviewed with the partners, and monthly Search Console reporting so every gain was visible in Google's own numbers. Within two months the firm was #2 in Toronto for "aviation law canada."

The verified result

Organic search clicks grew ~4.3× over the engagement — 241/mo (March 2022) to 857–1,065/mo in the final quarter (Google Search Console). At hand-off the firm ranked #1 for "travel lawyer canada," #1–2 for "aviation lawyer toronto," and top-4 for "aviation lawyer canada," with organic search accounting for 64% of all site traffic (GA4). The asset outlived the engagement: traffic held at 690–920 clicks/mo for five months after it ended.

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