El Gringo Law: organic impressions up 632% in 90 days

Client and timeline

El Gringo Law is a personal injury and accident law firm operating across New Mexico, led by Josh Wood. The firm specializes in car accidents, workers’ compensation, wrongful death, and uninsured motorist claims, and serves both English-speaking and Spanish-speaking clients through a bilingual practice. The 90-day engagement window covered in this case study runs from March 20 to June 17, 2026. The work shipped is attributed to NetPageTwo and was performed by the operator who runs LB Agency, where this engagement originated.

Starting state (90 days before)

The site was structurally weak on organic search going into this window. Specific numbers from Google Search Console and Google Analytics 4:

Google organic clicks (90 days): 244
Google organic impressions (90 days): 18,823
Average ranking position: page 3 territory
GA4 organic sessions (90 days): 2
GA4 organic users: 1
GA4 average session duration from organic: 21.6 seconds

The GA4 number is not a typo. Two organic sessions across 90 days. The site existed but was essentially invisible to organic search.

What we shipped (weeks 1 through 12)

A focused 12-week sprint of technical SEO, on-page rebuild, schema deployment, and Spanish-language content expansion. Specific work items:

Week 1: Full technical SEO audit and prioritized fix list. Crawl errors, indexability hygiene, sitemap structure, canonical tag review.
Week 1-2: Schema deployment: Organization with full sameAs, Person schema for Josh Wood, LegalService schema for practice areas, FAQPage schema on key pages.
Week 2: Hreflang implementation across English and Spanish page pairs. Multilingual SEO was broken; sessions from Spanish searches were not finding the Spanish pages.
Week 3: Rewrote homepage and 6 commercial pages in answer-first format. First 100 words of every commercial page now answer the implied query directly.
Week 3-4: Page speed optimization, image compression to WebP, lazy loading.
Week 4-5: Built out the practice area page structure with deep technical content. Car accidents, wrongful death, uninsured motorist, workers’ comp each got expanded.
Week 5: Spanish-language content expansion. Added Spanish versions of three high-traffic English pages.
Week 6: Local SEO setup. Google Business Profile audit and re-optimization.
Week 7-8: Long-form blog content on specific case types (“hit-and-run accidents New Mexico”, “uninsured motorist stacking New Mexico”).
Week 9: Author schema and entity binding for Josh Wood. Person schema with sameAs across LinkedIn, bar association profiles, court appearances.
Week 10: Internal linking restructure. Practice area hub pages aggregating sub-topic posts.
Week 11-12: Content refresh on older pages flagged in the audit. FAQPage schema additions on top 20 pages.

The work was operator-led with AI augmentation. No junior account managers. No subcontracted content writers.

Ending state (last 90 days)

The same metrics, 90 days later. Pulled from Google Search Console and GA4 for the period of March 20 to June 17, 2026.

Google organic clicks: 326 (+34%)
Google organic impressions: 137,839 (+632%)
Ranking position: moved up 13 positions on average (now mid-page 2)
GA4 organic sessions: 443 (+22,050%)
GA4 organic users: 321
GA4 engaged sessions: 254 (57% engagement rate)
GA4 average session duration from organic: 148.8 seconds (over 2 minutes)
Organic-attributed conversions: 10 PhoneClick events + 1 form submit + 4 form starts

The headline number is the impression growth. 18,823 to 137,839 impressions is the site moving from invisible to discoverable. The session jump from 2 to 443 reflects the same shift: organic search now drives real visitors.

The CTR drop from 1.30% to 0.24% is worth noting. This isn’t a regression. The denominator (impressions) grew 632% while clicks grew 34%, which mathematically lowers CTR even as absolute clicks rose. The new impressions are largely from broader practice area queries where El Gringo is now ranking on page 2-3 instead of being unranked.

Top organic queries the site now ranks for:

“el gringo law” – position 1.1, 144 clicks
“el gringo law albuquerque” – position 1.0, 4 clicks
“workers comp lawyer near me” – position 2.5, 1 click
“car accident attorney” – position 14.7, 1 click
“josh wood attorney” – position 6.8, 1 click

The brand queries dominate, which is the right pattern for a defensive position. The practice area queries are starting to appear but are still page 2 territory.

What we learned

Three things from the engagement that informed how we work now.

The bilingual content expansion produced an outsized return. Spanish-language searches in New Mexico that previously found nothing now find El Gringo. Several of the top organic pages are Spanish-language. This shaped how NetPageTwo approaches multilingual sites going forward.

The 632% impression growth came faster than the click growth. There’s a 2-4 week lag between Google indexing improvements and click-through translation. The case study reflects this: the impression curve is steep, the click curve is shallower but climbing.

The conversion-to-lead path on organic traffic was the weakest link. With 443 sessions and only 11 conversion events (10 PhoneClicks + 1 form submit), the page-to-form path is something we’d prioritize in the next 90 days. The traffic is now real; the conversion architecture needs to match.

The third lesson is the one driving NetPageTwo’s productized scope. Most agencies would stop at “rankings up, traffic up, you’re welcome.” We focus on what’s working in the funnel beyond the traffic count, which is why our standard reporting now includes conversion-to-lead analysis from the start of every engagement.

Third-party verification

The data in this case study is pulled directly from:

Google Search Console for sc-domain:elgringolaw.com (verified site owner, period 2026-03-20 to 2026-06-17)
Google Analytics 4 property ID 528841633 (El Gringo Law, verified data access)

Both data sources can be verified by Josh Wood directly through his Google account access. The metrics quoted are from the platforms’ own reporting interfaces, not from agency-side estimates.

The engagement is ongoing as of publication.

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