Straight answers, before you call.

The Expert SEO is a specialized search marketing agency working exclusively with law firms nationwide. We help attorneys grow through SEO, Local SEO, AI Search Optimization, website design, and paid search. Founded by Roger Aguiar, who brings over 7 years of experience in search marketing, we combine deep industry expertise with tailored strategies designed to increase visibility, attract qualified leads, and generate more consultations.

Yes. We do not rotate between industries. Every account belongs to a firm, across twelve practice areas, from personal injury to tax law.

One dedicated account manager who has your account in their head, not a ticket queue that starts the conversation over every time. You always know who to call.

To know which cases you want more of, to approve the plan before we start, and to answer the phone when the leads come in. Access to Google Analytics or Search Console helps, but it is not required to begin.

We walk you through what we found in your website, your local visibility and the firms ranking above you, explain where the strongest opportunities are and recommend next steps. You decide whether you want us to help execute the strategy.

Yes. The review and the strategy call are free, come back within 24 hours, and are yours whether or not you hire us.

A tool scans your site in isolation and returns hundreds of warnings with the same weight. We compare you with the firms ranking above you in your counties, look at your Business Profile and backlinks, and tell you which few fixes will actually move your firm.

Most agencies keep the number off the website so you have to book a call to hear it. We would rather you see it now and decide if we are in the same range.

They are starting points. The final scope depends on your market, your practice areas and the condition of your website, and it is confirmed in writing after the free review.

Because the work is different. It depends on your market, how many practice areas and cities you want to rank for, the condition of your website and the authority your domain already has. Same price, very different jobs.

SEO takes time to build lasting results. That’s why we start with a six-month contract, followed by flexible month-to-month service that can be canceled at any time. All terms are clearly outlined and confirmed in writing before we begin.

Yes. Our SEO services start with a six-month contract. After the initial six months, your plan automatically continues month-to-month, and you can cancel at any time with no long-term commitment. Everything we build is in your name from the first day, so if you leave, the website, the content and the accounts stay with you.

No. The monthly price includes the link building budget for your plan. Anything outside the plan, such as a new website or paid ads, is quoted separately and you approve it before we start.

Yes. SEO clients who also run ads with us get $200 off every month, and the All-Access Pass combines SEO, ads and the website design and build from $4,899 a month.

Yes. Most firms start with SEO and AI Search, then add Paid Advertising or a new website once the base is fixed and the first results show. The All-Access Pass puts the four services together for less than buying them one by one. Adding a service widens the scope; it does not buy faster rankings.

Our law firm SEO services cover technical SEO, on-page optimization, practice area content, local SEO and Google Business Profile, link building, AI search optimization and reporting. The mix and depth depend on your plan and on what our review of your firm shows it needs most.

Google Ads buy visibility for as long as you pay for each click, and the traffic stops when the budget stops. SEO builds visibility your firm owns in organic results, the map pack and AI answers. Many firms use ads for immediate demand while SEO builds a steadier source of cases.

Not always. The audit shows whether your current site can be improved or whether its structure, speed or platform will hold your SEO back. If a rebuild makes sense, we explain why and what it would change before you decide.

Not in the same practice area and the same market. If we take your firm on, we are not going to optimize the firm competing with you for the same cases.

Because a ranking does not pay your staff. Contact submissions, lead submissions and phone clicks are closer to a signed case, so those are the numbers we lead with.

Not necessarily. Results vary by market, practice area, competition and your starting point. What we can promise is the same process and the same honest reporting.

Local SEO is the work that makes your firm show up in the map results and the local listings when someone nearby searches for an attorney. For a law firm it means your Google Business Profile, your reviews, the accuracy of your name, address and phone across the web, and pages built for the cities you serve.

Profile and citation fixes often move positions within the first weeks, because they correct problems that are holding the listing back. Competitive practice areas in a large city take longer, and depend on reviews and on the pages we build. We report positions every month so you see the movement.

You need an address that meets Google’s rules for your type of practice, and it must be consistent everywhere it appears. If you serve clients at their location rather than yours, the profile is set up as a service area business. We tell you honestly which of the two your firm is.

Reviews are one of the signals Google uses to order the map results, and they are what a potential client reads before calling. We set up a process your team can follow, and we respond to what comes in. We never buy or incentivize reviews, which is against Google’s rules and against most bar advertising rules.

Only for the cities where you actually want cases and can serve clients. A page for a city you do not serve is a page nobody reads and nothing ranks. We decide the list with you after the audit.

Yes. A review strategy is part of our local SEO for law firms: a simple way for your team to ask clients at the right moment, and responses to what comes in. We never buy or incentivize reviews, which is against Google’s rules and against most bar advertising rules.

PPC means pay per click. Your firm pays only when someone clicks the ad, and the ads sit at the top of the results for the searches you choose. For a law firm it usually means Google Search Ads and Local Services Ads, the listing with the Google Screened badge that sits above everything else.

No. The media is separate and billed to your firm by the platforms, so the ad budget stays under your name and in your control. Our fee covers the planning, the build, the tracking and the weekly management.

It depends on what a signed case is worth to you, not on an industry average. A personal injury firm can pay several hundred dollars for a lead and still be well ahead; a firm doing $1,500 matters cannot. We work backwards from your case value and your signing rate, and if the numbers do not close we say so rather than run the campaign anyway.

They feed each other. The search terms your ads buy show you exactly which keywords convert, which tells the content work where to go. The pages SEO builds give the ads somewhere better to land. Run together they cover the same market from the paid and the organic side, which is why we bundle the two.

Replatforming moves your current site to WordPress and rebuilds it to load fast and convert, keeping what already works. A custom design is a new site built from the ground up around the cases your firm wants to sign.

Replatforming usually runs six to eight weeks from the day we have your content and access; a custom design is closer to ten to twelve. Most of the calendar is not design time, it is decisions and content: which practice areas get their own page, which cities you want to be found in, and who at the firm signs off.

A careless redesign can, because old pages disappear and the links pointing to them break. We map every existing address to its new page with permanent redirects and keep the content that already ranks, so what the old site earned is carried over. No one can promise rankings, but a migration handled this way protects them.

Speed, clarity and reach. The page loads fast on a phone, the headline matches what the person searched, the phone number and the consultation form are always within reach, and proof such as reviews and credentials sits next to the decision. Design matters, but in service of those four things.

It is the work of making a law firm easy for AI assistants to read, verify and cite. Potential clients no longer search only on Google: they also ask AI Overviews, Google AI Mode, ChatGPT, Gemini and Perplexity who to hire. We structure your content, strengthen your authority and align your brand signals so those tools understand your firm and can name it.

It shares the foundation and adds a layer. Assistants lean on the same signals search engines use: crawlable pages, clear content, schema, authority and consistent brand data. What changes is the format. A page that answers one question in its first paragraph gets quoted; a page that buries the answer does not.

AI Overviews and Google AI Mode inside Google, plus ChatGPT, Gemini and Perplexity. They differ in how they answer, but they read the same things: your pages, your structured data, your profile and what other sites say about you.

Yes. Assistants summarize what they find, and reviews are part of that. A profile with recent, specific reviews gives a model something concrete to repeat; an empty profile gives it nothing.

Assistants lean on the same signals: who mentions your firm and where. Mentions in places they already trust are part of our AI search optimization for law firms.

Yes. You own your website, your content and your accounts from the first day. If you ever leave, all of it stays with you.

You do. The account is created in your firm’s name, the platforms invoice you directly, and if you ever leave, the account, the history and the data stay with you.

You do. Your website, your content and your accounts are yours from the first day. If you ever leave, all of it stays with you.

We look beyond rankings and impressions. Our reporting tracks organic visibility, keyword performance, local search presence, traffic, calls, leads and qualified opportunities, so you can see how SEO is contributing to your firm’s growth.

From Google Analytics and, for Gammill Law, also Google Search Console. We report the source next to every number so you can see exactly what it measures.