SEO for lawyers: win clients from Google

It's the same technical and content work as in any industry, with three constraints no other sector has. First, regulation: the Code of Ethics limits what you can say in your advertising, and an agency that doesn't know it can get you into trouble with the Bar without even realizing it. Second, authority: Google requires proof of real expertise on topics that affect important decisions in someone's life, so attorney bios matter as much as the website. And third, specialization, because a firm doesn't compete for “lawyer” but for each of its practice areas.

Yes, it's fully compatible as long as certain principles are respected: no comparing firms, no promising results, no improper solicitation (especially prohibited with accident victims and other victims) and truthful, non-misleading advertising. We always work within those limits and would never recommend anything that puts your bar membership at risk. In fact, part of our initial work is often removing claims the firm had published without knowing they were problematic.

It depends on the competition in your area and your starting point. In mid-sized cities like Terrassa, Girona, Sabadell or Tarragona, the first serious results come between the sixth and ninth month. In Barcelona or Madrid, between the ninth and fifteenth. The most contested searches, like criminal defense lawyer in Barcelona, have a long curve, and it's best not to start there. Local map visibility usually moves sooner, between the third and sixth month.

We sign a confidentiality agreement before we start. We only access your analytics, Search Console and your Google Business Profile, never your case management system or any client information. If a case is ever needed for content, it's always anonymized and goes through your review before it's published.

We never publish legal content without your approval. The process works like this: we propose topics with search potential, you give us a short brief or the angle you want, we write a first draft and you approve it before it goes live. The final text carries your technical and ethical sign-off. We bring the know-how on what people search for and how to structure it; you bring the legal substance.

No. We work with firms all over Spain: Madrid, Valencia, Seville and other provinces. Day-to-day work is remote, and when we need to meet in person, we come to you. Follow-up happens over video calls and a monthly report.

Not always. If your website is technically healthy, we work on top of it and optimize what's needed, which usually costs much less. If it's built on technology that limits SEO or carries deep structural problems, we tell you clearly in the initial audit and explain what each option costs so you can decide with the numbers in front of you.

Yes, a monthly retainer with a defined scope is our standard model, tailored to the size of the firm and its goals. There's no lock-in contract and no penalty for leaving. What we do ask for is runway, because legal SEO is among the slowest there is, and judging it after two months isn't fair to you or to us. If you decide to stop, we hand over all documentation and access.

Increasingly relevant, and especially in the legal sector, because many people ask an AI their first question before calling anyone. We call it GEO, generative engine optimization, and it works with signals similar to SEO's but not identical: well-structured content in a question-and-answer format carries more weight, as do mentions in sources the models consider trustworthy. We treat it as a complement, not a replacement.

Both, and in the legal sector we almost always recommend combining them. SEO builds long-term authority but takes time, while Google Ads brings in clients from day one, even though the cost per click in some practice areas is among the highest there is. For a new firm with no authority yet, starting with Ads while SEO matures is usually the only way to get inquiries coming in from month one.

Rankings for the searches we've agreed to track by practice area, organic traffic and how it's trending, form submissions and calls when tracking is in place, new reviews and the work done during the month. Also what didn't work and what we're going to change because of it.