Challenge: Low Visibility for Service Intent
Lukas Partners is a Hurrdat company and award-winning strategic communications firm based in Omaha. While Lukas Partners had a strong brand reputation offline, their website wasn’t effectively capturing organic search traffic for high-intent, non-branded service queries. When prospective clients searched for strategic public relations, and related services without including the brand name, Lukas Partners had had a significant opportunity to capture qualified organic traffic from users actively searching for their expertise and services.
Solution: Optimize & Expand Service Pages
Hurrdat collaborated cross-functionally with strategy, SEO, content, design, and data science teams to develop a comprehensive service page strategy—from a website audit, competitive analysis, intent and content mapping, and E-E-A-T considerations—to help the Lukas Partners website show up more consistently at key moments within the user journey. The ultimate goal was to capture qualified inbound client leads through improved organic search visibility.
Step One: Treating Service Pages as Demand-Capture Assets
Rather than approaching this as a simple content refresh, we treated service pages like high-intent product pages—with clear intent targeting, credibility signals, and conversion paths. The goal: ensure that when a prospective client searches for a specific service, Lukas Partners appears with a page that directly addresses their need.
Step Two: Research-Driven Keyword-to-Service Mapping
We began with a comprehensive SEO audit and competitive analysis, then layered in AI-assisted SERP and topic analysis to accelerate intent mapping and identify service-page coverage gaps. This approach allowed us to translate what Lukas Partners does into what prospects actually search for—bridging the gap between industry terminology and user language.
Those insights were validated through hands-on review and close collaboration with the Lukas Partners team to ensure accuracy, differentiation, and the right message for the right audience.
Step Three: Strategic Service Page Expansion
According to Senior Strategist Jeff Swanson,
“We already knew Lukas Partners had a strong brand and a great reputation in the community. So it was just a matter of understanding how people are searching for PR services and making sure Lukas Partners had website content to match all of the intents individually, speaking to each niche directly.”
Through in-depth keyword research, we uncovered several opportunities to expand and modernize the Lukas Partners service page ecosystem to capture non-branded, locally relevant PR-related searches. We recommended that each offering with clear search intent and healthy volume receive an individual page on the website, leading to the creation of five new service pages and the optimization of three existing service pages.
Throughout this process, we also identified opportunities beyond service pages—including industry-specific landing pages and brand content optimization. This led us to develop a comprehensive, research-driven sitemap that organized the site into clearly defined categories.
The sitemap served as our project roadmap, documenting URL structure, site architecture changes, client notes, and progress tracking to keep internal teams aligned throughout the expansion.
The structure was designed to improve topical coverage, add depth for specialized services and positioning Lukas Partners for long-term organic growth.
Step Four: Internal Linking Optimization
We established a clear hub-and-spoke site structure to connect related services across new and existing service pages, which helps both users, search engines, and LLMs understand the content and navigate the site.
Step Five: E-E-A-T Integrations
Google’s algorithm increasingly rewards sites that demonstrate genuine expertise and real-world experience, especially in professional services categories. For PR and strategic communications firms, this is particularly critical—clients need to trust their PR partners during high-stakes moments, whether that involves navigating a crisis, launching a major initiative, or protecting their reputation. That trust starts with demonstrating proven expertise and authority before the first conversation even happens.
To strengthen Lukas Partners’ E-E-A-T signals, we integrated detailed process breakdowns, leadership team credentials, client deliverables, case study results, and industry awards into key parts of service pages as tangible proof of specialized expertise. These elements signal to both Google’s systems and prospective clients that Lukas Partners has the track record and trustworthiness to deliver results when it matters most.
Step Six: Service Page Restructuring
Content and design worked in lockstep to implement a scannable page structure optimal for both humans and crawlers, translating these keyword and strategy recommendations into real service pages with copy and design elements that matched search language while protecting brand style. We also optimized CTA placement on pages to target the proper customer funnel stage.
Results: 322% Increase in Visibility & 70% Increase in Traffic
While additional site improvements launched in parallel with these service pages and may have contributed to sitewide momentum, these results isolate service page outcomes as much as possible. Two months post-launch, our expansion and optimization of Lukas Partners’ service pages had the following impact:
- +322% organic impressions for service pages
- +70% organic clicks for service pages
- +207% organic impressions for non-branded service-page queries containing “PR” or “public”
- +71% organic impressions for non-branded service-page queries containing “Omaha”
- +18% organic impressions for optimized existing service pages
These results demonstrate that the strategic expansion successfully captured visibility for the exact search moments that matter most: when prospective clients are actively looking for PR services.
We also implemented custom conversion tracking and baseline reporting for AI-assistant referral traffic where referrers are available, positioning Lukas Partners to measure impact as search behavior continues to evolve.
Key Takeaways From Lukas Partners Service Pages
Clear, specific, SEO-optimized service pages are essential for service-based businesses. By expanding well-optimized service pages with a scalable and comprehensive layout, businesses can:
- Increase high-visibility positions in SERPs
- Cover broader search queries
- Send stronger topical authority signals
As your service offerings expand, your website expands, and so do your ranking opportunities—without needing a complete site overhaul with each additional service.
Hurrdat helps PR agencies and other local businesses improve their SERP visibility to support growth and conversions. We’re proud to offer expert marketing services like SEO, content marketing, and web design that keep your business visible and relevant so more customers find you. Start growing your business with us today!
