From 0 to more than 34,000 organic clicks: how a law firm grew on Google
The firm started with a website that had almost no visibility on Google. The goal was for people receiving debt claims to find the firm right when they were looking for information about their problem.
The strategy focused on identifying those searches, creating specific content to answer them and gradually improving the website, both technically and in terms of conversion.
A website with almost no visibility in a sector with very specific searches
The firm specialises in defending people who receive debt claims and Spanish payment order proceedings (procedimientos monitorios).
This type of service has an important particularity: many people start looking for information once they have already received a claim and need to understand what they can do.
So the goal was not simply to try to rank for general terms related to lawyers or debt.
We had to find out what these people were really searching for at the moment the problem appeared.
When we started working on the website, we also found several issues holding back its growth:
- Unnecessary pages indexed: categories, tags, author pages and other URLs that added no value were showing up on Google.
- Poorly optimised main pages: titles, headings and other basic elements had not been properly worked on.
- Performance issues: some plugins, images and page elements were slowing the website down.
- No proper tracking: there was no complete setup to analyse how traffic was evolving.
- Few ways to get in touch: the content was not designed to make it easy for an interested person to ask for help.
The keyword research revealed something particularly interesting.
Many people were not searching for general terms like “debt lawyer”. They were searching for the name of the company or fund claiming the money from them.
This allowed us to build a much more specific strategy.
Create content for each claiming company
We created specific pages and articles about some of the main companies and funds involved in debt claims in Spain.
PRA Iberia, EOS Spain, Cabot Financial, Axactor, Gescobro and other companies started to have their own content on the website.
The idea was simple: if someone received a claim from one of these companies and searched for its name on Google, the firm could appear in the results and explain their options.
Answer the questions that come up during payment order proceedings
We also worked on content about the questions people usually have when they receive a claim.
For example:
- What happens if they cannot pay.
- How long it can take before their assets are seized.
- How to file an objection.
- What costs the proceedings can involve.
- How long they can last.
- What happens after receiving a claim.
This way, the website started ranking not only for company names, but also for many of the questions that come up throughout the process.
Make it easy to get in touch from the content itself
Getting visits was only part of the job.
Someone landing on one of these articles is usually trying to solve a specific problem. That is why we added forms and contact options inside the content itself, especially on mobile.
The goal was for anyone who needed advice to be able to contact the firm without having to browse the whole website.
Growth built step by step
The project was not just an initial audit followed by publishing content.
Over the following months we analysed the results and used Google's own data to decide what to improve and which new opportunities to work on.
From 8 clicks a month to more than 4,000
Growth started to accelerate from summer 2025.
The website went from 8 organic clicks in June 2025 to a peak of 4,280 clicks a month in February 2026.
After that peak, traffic stayed above 2,500 clicks a month for several months before the drop recorded over the summer months.
Between March and August 2026 there were 15,649 clicks from Google Search Console, compared with 1,450 in the 2025 reference period.
Impressions went from 62,649 to 887,410 and the average position improved from about 8.4 to 4.3.
The content that brought the most traffic
The strategy made it possible to rank articles directly related to the usual problems of people facing payment order proceedings.
Among the pages with the most clicks over the last 12 months:
- 01How long does it take to seize assets after a payment order?7,886 clicks · average position 2.8
- 02Objecting to a debt from EOS Spain2,138 clicks · average position 6.5
- 03Legal costs of payment order proceedings2,010 clicks · average position 5.0
- 04How long does a payment order case take?1,835 clicks · average position 3.0
- 05What happens if I cannot pay a payment order?1,792 clicks · average position 3.3
These results show that growth did not depend on a single search. The website gained visibility for many different questions and situations related to the firm's service.
Searches for company names worked too
Another important part of the strategy was ranking the website when users searched directly for the name of the company claiming a debt from them.
For example:
- 01EOS Spain722 clicks · average position 8.0
- 02PRA Iberia657 clicks · average position 4.4
- 03Fornax Capital Ltd148 clicks · average position 1.7
- 04Link Finanzas125 clicks · average position 4.6
This made it possible to reach potential clients through very specific searches, instead of relying only on general, more competitive terms.
The most obvious searches are not always the most valuable
One of the main conclusions of the project is that an SEO strategy should not start only with the most general keywords in a sector.
In this case, a large part of the opportunity lay in understanding what a person searched for after receiving a claim.
Look for more specific opportunities
Instead of focusing the whole strategy on general searches about lawyers and debt, we also targeted the names of the different claiming companies.
Individually they may look like small searches, but together they can generate significant traffic and, above all, attract people with a problem directly related to the service.
Use Search Console to find new opportunities
Once a page starts appearing on Google, Search Console shows other related searches for which it is also getting visibility.
These queries helped us expand existing content and come up with new ideas.
Prioritise mobile when the data says so
75% of the project's organic traffic came from mobile devices.
That is why it made sense to pay special attention to speed, readability and how easy it was to get in touch from a phone.
Make it easy to get in touch while the user is reading
We did not leave all the forms for the end of the page.
Where it made sense, we added contact options inside the content itself so that anyone who needed advice could request it directly.
Improve based on real data
The strategy did not end the day we published the content.
We kept reviewing which pages were gaining visibility, which searches appeared and which content had the most potential.
The next actions were decided based on that data.