Three case studies. 58 pages. Real metrics.
McShanes Solicitors, R23 Law, and ELATE Chiropractic & Sports Medicine. What we built, what we refused, and what changed because of it. Verified work and measurable outcomes — no fabricated proof.
McShanes Solicitors.
50-YEAR-OLD FIRM · OFFLINE REPUTATION · ZERO ONLINE VISIBILITY
A fifty-year-old Newry solicitors firm with stellar offline trust and almost no online presence. Local searches for what the firm actually did were going to younger, louder firms with weaker work.
Foundations audit. Core Web Vitals. Google Business Profile rebuilt with proper categories. NAP-consistent citations across the directories that matter in Northern Ireland. Three new practice-area pages with intent-matched copy. The review flow handed back to the firm.
Six months later, the firm was at the top of local search for the matters that actually pay — without changing their reputation, just exposing it to the people already searching.
“They told us what not to focus on. That’s what saved us a year.”— RORY McSHANE · PARTNER, McSHANES SOLICITORS
R23 Law.
BUILT FROM ZERO · CONSUMER PROTECTION · STATEWIDE & NATIONAL
A new consumer protection firm taking the side of plaintiffs against Fortune 50 banks and bulge-bracket corporations. Founded 2024. No brand. No site. No pipeline. The opposition? Firms with hundred-person marketing departments and decade-old SEO.
We built the brand, the search foundations, and the fractional CMO seat — three jobs, one operator. Brand voice and eight practice-area pages. Technical SEO, Google Business Profile, local citations. Paid media, KPI dashboards, CA Bar compliance, vendor management, weekly partner reporting.
Eighteen months in, R23 ranks #1 in Los Angeles for the three searches that bring consumers in — beating firms with thirty thousand backlinks and six hundred reviews. Built to run quietly. Easier to keep us in the seat.
“Beating Goliath on Goliath’s own search results.”— BORING.DIGITAL × R23 LAW · CASE STUDY
ELATE Chiropractic & Sports Medicine.
SOLO SPORTS PRACTICE · SATURATED MARKET · TWO BACKLINKS
A solo sports chiropractic practice in North Park, San Diego, run by Dr. Ashley Aguero, DC. The care earned a perfect 5.0 across every review. The market didn’t care — “chiropractor” in San Diego is one of the most contested local categories in the country, and the practice was invisible on every term that brings athletes through the door. Two backlinks. Domain authority of 3 against a competitor average of 19.
We made one positioning call and built everything on it: don’t fight the head term, own the niche. Seven intent-matched service pages in a hub-and-spoke architecture, named to the clinic’s real booking labels. Full schema. Google Business Profile rebuilt with direct booking. Citations run through a single sync layer. One blog a week from a 24-topic matrix. Every line written to California chiropractic board and HIPAA standards — the compliance was the copy, not a constraint on it.
Ten weeks from baseline, ELATE holds four terms in the Google 3-pack, ranks #1 at the clinic pin for all three tracked sports terms, and sits at #3 across the entire grid for “sports chiropractor near me” — ahead of clinics with decades of authority. The head terms are now registering on their own. The niche came first. The market is following.
“I truly don’t think I would be here without The Boring Digital Co. and all of the work you’ve put into ELATE. It’s encouraging to see these efforts come to life.”— DR. ASHLEY AGUERO, DC · FOUNDER, ELATE CHIROPRACTIC & SPORTS MEDICINE
Every engagement followed the same six-step method: discover, audit, position, roadmap, present, walk. The output was a clean foundation other channels could compound against. Each was a local-search win built on the same work we detail for local SEO in San Diego and Google Business Profile optimization. If you want the same starting point, see the solutions or contact us.