Specialist SEO services for Canadian law firms — personal injury, family, criminal, corporate, immigration. Built on 12 years of legal-vertical wins.
Lawyer SEO is the discipline of getting your firm to appear in the top three Google results — both organic and the local 3-pack — when potential clients search for legal help in your practice area and city. For most Canadian firms this means ranking for queries like 'personal injury lawyer Toronto', 'family lawyer Ottawa', 'criminal defence lawyer Vancouver', or 'business immigration lawyer Calgary'. A signed personal injury file in Canada is worth $5,000 to $50,000+ in fee revenue; a family law retainer averages $3,500-$8,000; a criminal defence file $2,500-$15,000. One additional ranked-and-converting keyword can pay for an entire year of SEO investment. Ottawa SEO Inc. has operated continuously since 2014 — twelve years of compounding ranking wins across a 500+ domain portfolio managed by founder Martin Vassilev. Most of the pages competing for this term are 18-month-old marketing sites; we are not. Every recommendation here comes from work we have actually shipped, not theory.
Three signals dominate legal-vertical SEO. First, an immaculate Google Business Profile per office location with full attorney bios, practice-area categories, weekly Posts about case wins (privacy-aware), and a structured review acquisition workflow that grows reviews 4-8 per month while staying within Law Society advertising rules. Second, deep practice-area landing pages — one per practice area per city — with attorney bylines, original case-result content where ethically permissible, jurisdiction-specific procedure explainers, and full LegalService + Person + AggregateRating schema. Third, citation and link profiles built from genuine legal-industry sources: provincial bar association directories, Canadian Lawyer Magazine, Lexpert, Avvo, Justia, and ethical guest contributions to Canadian legal publications. Most firms we audit are weak on at least two of the three.
Personal injury (highest LTV, highest competition — typical $4,500-$8,000/mo retainer for top-3 in a major Canadian city). Family law (mid-competition, retention-driven). Criminal defence (volatile demand, fast-results possible). Corporate / commercial law (lower volume, very high LTV per client). Immigration (high volume, multilingual content essential). Wills and estates (steady demand, premium per-file value). Real estate law (volume play, often paired with mortgage broker partnerships). Tax law and CRA dispute (highly seasonal, lucrative). Each vertical has a distinct keyword universe and a distinct buyer journey — we build the strategy from the practice area outward, not from a generic 'SEO checklist' inward.
Every province's Law Society regulates lawyer advertising. The Law Society of Ontario, Barreau du Québec, Law Society of British Columbia, and Law Society of Alberta each prohibit comparative-superiority claims ('best lawyer'), guarantee-of-outcome content ('we will win your case'), client testimonials that disclose protected information without consent, and pricing claims that are misleading. Our content production workflow builds these constraints in by default — every page, blog post, and GBP post is reviewed against the relevant Law Society's advertising guidelines before publication. This narrows the playable surface area, but it also reduces competitive pressure because most generalist SEO firms operate outside these constraints and produce content their lawyer clients eventually have to take down.
Solo practitioners and small firms (1-3 lawyers, single office, mid-competition city): $2,500-$4,500/month. Mid-size firms (4-12 lawyers, 1-2 offices, competitive city): $4,500-$8,500/month. Large firms (12+ lawyers, multi-office, multi-practice-area, top-tier city competition): $8,500-$25,000/month. Personal injury in Toronto, Vancouver, or Calgary sits at the top of every band because per-file revenue is highest and competitive intensity is highest. Use the Ottawa SEO cost calculator for an instant range based on your specific firm profile, or book a strategy call for a fixed-fee proposal.
We have shipped lawyer SEO engagements across Ottawa, Toronto, Vancouver, Calgary, and Montreal since 2014. Representative results from our portfolio include: an Ottawa family-law solo practice that grew from 2 organic intake calls per month to 27 over 9 months (we cannot name the firm under our standard legal-sector engagement contract); a Toronto personal injury firm that moved from page 3 to top-3 for 'personal injury lawyer Toronto' over 14 months; a Vancouver immigration firm that ranks #1 in the local 3-pack for 4 of 6 target neighbourhoods. Numbers and methodology available under NDA during a discovery call.
For mid-competition Canadian cities, expect meaningful local pack and organic ranking improvement within 4-6 months and substantial intake-call growth by month 9. Top-3 rankings for personal injury head terms in Toronto, Vancouver, or Calgary typically take 9-15 months.
No. We serve Canadian law firms in Ottawa, Toronto, Vancouver, Calgary, Montreal, Edmonton, and surrounding regions, plus selected US engagements.
Yes. Every piece of content we ship for a law firm is reviewed against the relevant Law Society's advertising guidelines before publication. This is non-negotiable for credible legal-vertical SEO.
We focus on SEO, GBP, and content. For Google Ads we partner with a small number of vetted Canadian PPC specialists who understand legal-vertical compliance.
Twelve years of operating history (founded 2014), a 500+ engagement portfolio, transparent pricing with no '$499 starting at' anchor, and a documented Law Society compliance workflow. Our portfolio and case studies speak for themselves.