Organic Performance
How SEO is driving new business — organic calls and leads from Google search and the firm's Google Business Profiles. Every number is traceable to its source system.
This Month at a Glance
Latest complete month: —
Organic Calls — Long-Term Trend
Monthly organic calls back to 2020. Pre–Dec 2024 is the prior agency's reporting (BrightEdge, organic — did not count Google Business Profile calls); from Dec 2024 on it's live CallRail data (our source of truth, which does include GBP). Markers show the events that shaped the trend.
New vs. Returning Callers
First-time callers are brand-new leads — the cleanest growth signal (returning callers are existing clients). CallRail era only.
Month-by-Month (Organic Calls)
| Month | Organic Calls | MoM | First-Time | % New |
|---|---|---|---|---|
| Loading... | ||||
Multi-Year Context: Traffic & Conversion Rate
Organic sessions and conversion rate since 2020. The blue era is the prior agency's record (2020–May 2026, BrightEdge); the green era is Robbins Estate Law's own live GA4 + CallRail data continuing from May 2026 on. The two are shown as separate series — they use different methods — but they line up almost exactly at the May 2026 overlap, confirming the handoff. The through-line since the Sept 2025 relaunch holds: organic sessions settled lower, but the conversion rate keeps climbing — a smaller, far better-converting site.
Data Sources & Methodology
Organic Calls
Calls whose CallRail attribution source is Google Organic,
Google Organic-Maps, or Google Business Profile. Excludes paid (Local
Services Ads, Google Ads) and directories (Justia, Martindale). Counted
as all calls (the "Total" model), matching how the firm's
organic calls have always been reported. Reproduce in CallRail:
Reports → Call Attribution.
First-Time Callers
Calls flagged first_call = true — the caller's first-ever
contact. Used as the new-lead / growth metric.
Organic Sessions & Form Leads
From May 2026 on, organic sessions and form completions come from Robbins Estate Law's own GA4 (BigQuery export, property 285932383) — session-scoped "Organic Search" channel, with lead events (contact-form and probate-tool completions). Conversion rate = (organic calls + form completions) / organic sessions, matching the prior-agency definition so the line stays comparable. Refreshes daily. Earlier months are the prior agency's BrightEdge feed (context only).
History (2020–2024)
Organic-only monthly aggregates from the prior SEO vendor's BrightEdge + GA4 reporting. Context only, not the system of record. Their method did not count Google Business Profile calls, so post-2025 figures run below CallRail's complete count.