Silva Salinas

The Challenge

Silva Salinas needed a stronger digital foundation that could support visibility, trust, and lead generation. Integral's website and SEO audit found that the site was not ranking for non-branded keywords, had no backlinks providing SEO benefit, was missing meta descriptions on almost all pages, and did not have a sitemap to communicate with search crawlers. The site also needed a stronger user journey with clearer calls to action, a sitewide contact form, and a more user-friendly way to capture inquiries.

For a law firm, that mattered. When someone is searching for help with a family law matter, divorce, custody issue, or legal concern, the website cannot make them work too hard to understand who you are, what you do, or how to contact you. The firm needed a clearer brand identity, a better website experience, custom content built around services and search behavior, SEO infrastructure for long-term organic growth, measurement tools, and paid search support to drive traffic and leads while SEO matured.

What Integral Did

Integral supported Silva Salinas across brand, website, SEO, measurement, and paid media. Integral rebranded the firm, including logo development and a broader brand identity system, and focused the website work on a stronger, more credible digital presence with a full audit, SEO audit, tracking implementation, and Google tool setup. Recommendations included stronger calls to action, a sitewide contact form, a blog for long-term SEO, a clearer SEO-friendly homepage heading, and individual service pages instead of a single combined page.

SEO setup included reviewing crawlability, creating sitemaps, confirming canonical URLs, creating and connecting Google Search Console, submitting sitemaps, optimizing the Google My Business listing, performing keyword research, and updating meta titles and descriptions. Measurement infrastructure included Google Tag Manager, Google Analytics 4, Google Search Console, Google My Business, Google Ads integration, and conversion tagging for contact actions, including contact_email_click and contact_phone_click events installed in both GA and Google Ads. Integral then managed paid search through Google Ads to promote the Family Law vertical in Northeast Massachusetts, with monthly reporting, keyword expansion, negative keyword management, and automated bid strategy.

Results and Impact

The work helped Silva Salinas move from a weaker digital foundation into a more structured marketing ecosystem with brand, website, SEO, measurement, and paid search working together. Integral created the technical and measurement foundation for long-term organic visibility, including Search Console setup, sitemap submission, GMB setup, metadata improvements, tracking tags, and conversion tracking. Paid search served as a bridge while SEO matured, generating consistent visibility and lead activity on a modest monthly media budget, with optimizations identifying the most efficient search terms, ad formats, and campaign structures.

Strategic Takeaway

Paid search can drive leads, but the foundation determines how well the whole system works. Silva Salinas is a strong example of how brand, website, SEO, tracking, and paid media need to work together. A campaign can drive traffic. A website has to convert it. SEO has to build visibility over time. Tracking has to tell you what is working. The brand has to make people feel like they are in the right place. That is the system.