A law firm's SEO is not like any other business
In the legal sector, acquiring a client is expensive: CPCs on Google Ads for terms like "divorce lawyer Madrid" frequently exceed €10, and trust matters more than price. Well-executed SEO turns that acquisition cost into zero in the medium term and builds authority so clients pick you instead of the firm spending the most on ads. We work with general practice firms and boutiques specialised in commercial, civil, criminal, labour, tax and compliance law.
Typical legal SEO challenges
Very aggressive competition on generic keywords
Terms like "inheritance lawyer" or "labour lawyer" face massive directories and firms with deep ad budgets. The winning strategy is specialisation and long-tail, not a head-on fight.
Deontology code (CGAE in Spain)
Advertising legal services in Spain is regulated by the Code of Conduct of the Bar Association. We know what you can and cannot promise on a page and how to write copy that converts while staying compliant.
Legal content must be correct
Google applies YMYL (Your Money, Your Life) criteria to legal topics: it demands verifiable authorship, source citations and rigour. A blog with legal mistakes destroys authority instead of building it.
Local SEO in the right city and county
Around 80% of a firm's acquisition comes from its geographical area. You need to dominate the Local Pack for your city, your districts and nearby municipalities, integrating GBP, citations and service+location pages.
Our approach for law firms
We combine four fronts: vertical thematic specialisation, verifiable legal authorship, flawless local SEO and an editorial plan focused on the real intents of potential clients.
- 1
Technical audit + legal competitor analysis
We map the firms and directories dominating your target keywords. We identify content gaps and long-tail opportunities by practice area and by city.
- 2
Practice-area architecture
We design a "pillar pages" structure per area (divorce, labour, criminal, commercial…) with satellite clusters covering concrete cases and frequent doubts.
- 3
Articles signed by real lawyers
Every article and service page is signed by a lawyer from the firm with a verifiable LinkedIn. The most powerful E-E-A-T lever in legal and critical to be cited by LLMs.
- 4
Local SEO and active reviews
Full Google Business Profile optimisation, citations across bar associations and sector-specific legal directories, plus a real-review acquisition process.
What outcomes we go for
In legal, results are measured in qualified enquiries via form or phone, not in raw visits. We work on a 6-12 month horizon: qualified leads at zero acquisition cost, sustained rankings on specific practice areas and Local Pack visibility for hiring-intent searches.
The horizons and ranges described are indicative. The actual outcome depends on the website's starting point, the level of competition, the sector, the budget and the editorial investment. These are not ranking or result guarantees, but how the organic channel typically behaves when properly worked.
Frequently asked questions
Can I run SEO as a lawyer in Spain?
Yes, always within the Spanish Bar Association deontology code (CGAE). You can highlight practice areas, experience, languages and reviews. You cannot promise outcomes, compare disparagingly with other firms or use misleading language. We help with copy to stay compliant.
Do I need a blog to do SEO in my firm?
Yes, but a useful blog signed by real lawyers. Translating government bulletins doesn't work: you must cover the doubts that come into the firm, explain deadlines, rights and procedures in plain language. That content captures potential clients in informational search.
How long until SEO shows results in a law firm?
In legal the sales cycle is long, and so is SEO. The first qualified organic leads usually arrive from month 4-6 on long-tail terms; ranking for competitive terms (top 10 for "X lawyer in [city]") takes 9-12 months of sustained work.
Can you work with several lawyers in the firm as authors?
Yes, and we recommend it. Each partner or associate can sign the areas where they are specialists. This reinforces E-E-A-T and builds personal reputation, not only firm reputation.
Do you work with boutique firms or only with big firms?
Both. Boutique firms specialised in narrow niches often have a clear SEO advantage: they can rank for niches where the big firms don't go into detail. We adapt the project scope to the firm's size.
How do you measure success on a legal SEO project?
Qualified leads attributable to organic (enquiries through the website form or GBP call), evolution of rankings on practice + city terms, and organic cost-per-acquisition compared to your equivalent CPC on Google Ads.