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Jesse Hernandez runs the Law Office of Jesse Hernandez, a criminal defense firm with offices in San Antonio, Austin, and Houston. This Jesse Hernandez SEO audit found a firm already ranking for 1,450 keywords and leading in San Antonio — with room to grow in the more competitive Austin and Houston markets. Here is what the audit observed and the order to address it.
1,450
keywords ranked — many moving up in position
~1,300
keywords tied to the multiple office locations
57→71
slip on “free consultation criminal lawyer”
The firm has built a genuine SEO foundation, especially in San Antonio, where the multiple-location structure contributes roughly 1,300 of its keywords. This Jesse Hernandez SEO audit pulls the public signals apart to show where that strength holds and where a few fixable issues are limiting reach in tougher markets.
Read The Keyword Metrics First
The site ranks for 1,450 keywords, with many showing upward movement, and terms around “truck accident lawyer” drive meaningful traffic. The presence of San Antonio, Austin, and Houston pages contributes around 1,300 of those keywords, which is a real structural advantage.
Not every term is holding, though. A relevant query like “free consultation criminal lawyer” slipped from position 57 to 71, which points to thin link authority on the pages that should own it.
| Signal | Observed | What it means |
|---|---|---|
| Keywords ranked | 1,450 | Solid base, many trending up |
| Location keywords | ~1,300 | Multi-office pages add reach |
| “free consultation criminal lawyer” | pos 57→71 | Slipping; needs link authority |
| NAP consistency | Minor inconsistencies | Drags local performance |
RUN THIS YOURSELF
Track a handful of the client’s priority terms over time, not just the totals. When a relevant phrase like “free consultation criminal lawyer” slides from position 57 to 71, that single trend line tells the owner exactly which pages need links and content — far clearer than a raw keyword count.
Fix NAP And Remove Parasitic Links
There are minor inconsistencies in how the name, address, and phone number appear across directories — addresses formatted differently, area codes that do not match the main office — which quietly hurt local search. Standardizing the NAP everywhere is a foundational, one-time cleanup.
The site also carries links from the web provider, EMSC, that no longer add SEO authority. Removing those outdated provider links focuses authority on the relevant, valuable backlinks — the measure, analyze, act sequence of the MAA framework.
Build Authority And City-Specific Content
Competing in tougher keyword spaces calls for backlinks from high-authority, relevant sources — local business collaborations, guest articles, and media features that read as natural. The firm performs well in San Antonio, so the opportunity is replicating that with dedicated, localized content for Houston and Austin.
Settlement and case stories are strong raw material: a short 30-second video featuring the case manager after a resolution humanizes the practice and emphasizes credibility over dollar figures. Repurpose those into tagged, categorized blog posts so the work becomes discoverable. The same diagnostic runs on any local business — see it end to end in the Quick Audit process.
RUN THIS YOURSELF
Compare the client’s keyword count in their strong city against a weaker one. When a firm ranks deeply in San Antonio but thinly in Houston, the gap is almost always missing city-specific pages and local links — a concrete content plan you can scope before the call ends.
THE DELIVERABLE
Grow Beyond Your Home Market
We will pull your keywords, listings, and links apart the same way — and lay out what to address first to compete in tougher cities.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.