How PDX Injury Law Climbed Oregon's Toughest Personal Injury Keywords Through a Full Rebrand
A Portland personal injury firm rebranded from DuBois Law Group to PDX Injury Law and kept compounding search authority through the transition. #1 Local Pack rankings on the highest-intent Portland PI searches, 57.7% local pack coverage, and position gains of 50+ spots on competitive accident-lawyer organic terms.
Rebrand a Personal Injury Firm Without Losing What the Old Brand Earned
Most rebrands tank a firm's search performance. The old domain's backlinks decay, the new domain has to earn authority from scratch, and the period in between is months of lost referrals. PDX Injury Law (formerly DuBois Law Group) needed an SEO partner that could carry the firm through the transition without dropping the educational content rankings that drive most of the firm's qualified organic traffic.
Brand Migration Risk
Moving from DuBois Law Group to PDX Injury Law meant changing the domain, the entity name, the visual identity, and all outbound brand references. Every backlink, every directory listing, every Google Business Profile signal had to be migrated and reauthorized.
One of Oregon's Most Competitive Verticals
Personal injury law is one of the highest-spend paid-search categories in the country. Organic SEO has to do real work to keep the firm visible against firms running six-figure monthly Google Ads budgets.
AI Overviews Era for Informational Content
The firm's strongest SEO assets are educational pages on Oregon tort law, hit-and-run rules, and traffic regulations. Exactly the category of content Google's AI Overviews is summarizing in 2026, suppressing click-through even when rankings hold.
Migrate the Brand, Keep the Authority, Climb the Hard Keywords
The plan was to handle the domain and entity transition cleanly so the existing educational authority transferred over, then push hard on the competitive head terms the old brand had never ranked for.
Domain, Entity, and Directory Carry-Over
Mapped every URL on the DuBois Law Group site to a corresponding URL on the new domain. Set up 301 redirects for every legacy URL. Updated the Google Business Profile, Google Search Console properties, and the high-priority legal directory citations. Preserved the brand transition explicitly so prospects searching for the old name find the new firm.
Reference Pages for Oregon Personal Injury Law
Built and ranked authoritative pages on Oregon tort claim notice, hit-and-run laws, right-of-way rules at four-way stops, property maintenance liability, traffic signal rules, skateboarding laws, and dozens of other Oregon-specific personal injury topics. These pages earn impressions year-round and feed practice-area pages with qualified visitors.
Pushing Into Competitive Accident-Lawyer Keywords
With educational authority in place, focused on the competitive Portland and Oregon accident-lawyer head terms. Used internal linking from the educational pages, on-page optimization tuned for legal intent, and topical depth to climb keywords that the old DuBois brand had never broken page 3 on.
Build Around AI Summary Suppression, Not Against It
When Google AI Overviews started suppressing click-through on informational queries in 2026, the educational pages still ranked but earned fewer raw clicks. Compensated by doubling down on transactional and city-modifier keywords, where AI Overviews appear less and high-intent clicks still go through to the site.
Massive Position Gains on the Keywords That Matter
Over the most recent 15-month window, PDX Injury Law's site improved on every competitive accident-lawyer keyword it had previously been buried for. Site-wide average Google position improved from 40.7 to 27.6 (Feb 2025 to May 2026), and the firm now ranks on page 1 for eight of its top ten organic landing pages.
Top Local Finder Rankings (Portland 97202)
Rank Tracker - Google Local Finder positions, June 2026
Year-Over-Year Position Gains on Competitive Head Terms
Google Search Console, 90-day windows compared YoY
Top Educational Pages Driving Organic Traffic
Top organic landing pages outside the homepage, last 90 days (GA4)
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