Michigan's Most Visited Personal Injury Website?

Saw this ad on TV the other day:

Bold claim. Based on what? If you watch to the end, you’ll catch this disclaimer:

Based on June-September 2020 website traffic metrics from Google Analytics and data acquired through SEMRush.

- The Sam Bernstein Law Firm, PLLC

And looking at the SEMRush data for those months, the claim appears accurate:

Kudos to their marketing people.

The Bernstein Law Firm is an institution in Michigan. In fact, their brand is so well-recognized that they can pull-off billboards like this:

Of course, brand building like this isn’t cheap.

In any event, when I first saw the commercial, I was a bit skeptical. For many of the queries we track, Bernstein is not an organic share of voice leader. For example:

In fact, when you look at a Local Falcon scan report for “personal injury attorney” in southeast Michigan, you can see they don’t appear in the top six:

But, when you take organic brand traffic into account, it’s really not surprising at all they’re the leader. In fact, take a look at their top organic keywords from SEMRush:

Brand-heavy to say the least.

In any event, if you filter-out keywords containing “bernstein” you get a sense of their share of voice for non-brand queries:

So, while they might just be Michigan’s most visited personal injury website, they’re unlikely the share of voice leader for non-brand queries.

Great opportunity for improvement!