Canada
Canadian clients search "lawyer", they search the province, and they search the problem: a slip and fall in Ontario, a separation in Alberta, a refused permanent residence application. The firm with a page for that problem, in that province, gets the call.
The competition is provincial rather than national: the large regional firms, the law society directories and the lawyer-rating sites hold the head terms in each city. They cannot enter the map pack, and they cannot write about a matter the way a firm that handles it can.
Each provincial law society sets its own marketing rules, and Quebec adds a language dimension of its own. Everything is written for the province the firm practises in, and nothing claims an outcome.
The shapes law firms are found by in Canada. The words in brackets are whatever the searcher puts there: the town, the suburb, the matter, the treatment.
In most provinces a lawyer closes the purchase, and "real estate lawyer [city]" is one of the largest legal searches in the country. A page that explains the closing, the timeline and what the client needs to bring wins it; a firm that lists real estate as a bullet does not.
Every province has a directory that ranks on lawyer names. A lawyer page on the firm’s own site with admissions, practice areas and a direct line takes that search back, and it is the easiest win in the profession.
Clients ask how fees work before they call. Explaining contingency, hourly and flat-fee structures in plain words, inside the province’s rules, wins the consultation; the number itself does not need to be on the page.
The industry page, SEO for law firms and attorneys, has the problems and the questions in full; the country page, SEO services in Canada, has the search landscape in Canada for every trade.
Pages for a seasonal service need to be written and indexed months before the season. Publishing a snow removal page in November is publishing it late.
A page per province that a business genuinely serves, with city pages underneath only where there is real service, reads as true to both a buyer and to Google. A footer listing every city in Canada does not.
Quebec search is a different campaign with different pages, written by somebody who writes French natively. We do the English side and say so plainly rather than machine-translating.
Each is written for the way that city searches and for the trades that search there most.
SEO happens in your accounts and on your website, so nobody needs to visit. We scope the work on a video call in your hours, send a written quote, and then work month by month with a call whenever you want one. The result is judged on the enquiries in your own records, never on a ranking report.
If you would rather do the first part yourself, the Local SEO for law firms guide is the list we start from.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
Any of them. The marketing rules are set by each law society and each page is written for the province where the firm practises, with Quebec handled in French where the firm serves French-speaking clients.
Usually, with a real page per lawyer and consistent details across the directories. The firm’s own site can say more than a directory entry can.
Yes, and it is one of the most searched practice areas in Canada. The pages answer the questions applicants ask, in plain language, without promising an outcome.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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