I’m Gregg King — an independent SEO consultant for solicitors and law firms across the UK. SRA-compliant SEO, Google Maps and AI search visibility, done by me personally on a selective basis. No account managers, no juniors, no tie-in contracts.
Often called lawyer SEO, legal SEO or law firm SEO — the industry uses the terms interchangeably. Sometimes searched as a law firm SEO agency — though I work as a single senior consultant, not an agency.
Most SEO for solicitors is junior-led, templated, and indifferent to the SRA Code of Conduct. This is the opposite of that.
The senior consultant you spoke to is the one writing the audit, briefing the work, shipping the changes and writing the reports.
I write to the SRA Code of Conduct, Transparency Rules and Rule 8.8. No unverified specialist claims, no comparative misleading copy.
77% of UK legal queries now trigger AI Overviews. ChatGPT, Perplexity and Gemini are already part of the buyer journey.
Before we commit to anything, you get a detailed audit of how your firm shows up across Google search, Google Maps, Google AI Overviews, ChatGPT, Perplexity, Gemini and Copilot.
Every finding is cross-referenced against your SRA register entry, ReviewSolicitors profile, Chambers and Legal 500 listings, and Google Business Profile — then translated into a prioritised, SRA-aware action plan.
Most engagements pair a strategic audit with a senior retainer, then add a specialist focus — AI search visibility, schema markup, local SEO or digital PR.
Senior, SRA-aware monthly SEO. Strategy, on-page, content, links and reporting — done by me on your live site, every month.
Get your firm cited in ChatGPT, Perplexity, Google AI Overviews, Gemini and Copilot. Modern visibility for how clients actually research.
Google Maps, local pack, citations, reviews and Google Business Profile. The work that wins instructions from clients searching in your town.
For an increasing share of UK clients, the first place they ask “who’s the best solicitor for X” isn’t Google. It’s ChatGPT, Perplexity, Google AI Overviews or Copilot inside their work email. 87% of UK solicitors have SEO investment but zero AI visibility infrastructure. That’s the opportunity.
The most-used AI assistant in the world. 28% of UK consumers say they use ChatGPT when researching legal options. Get your firm into the answers they read first.
Citation-transparent and disproportionately used by professional, B2B and high-consideration buyers. The platform where being cited as a source materially shifts instructions.
The AI summary now appearing above classic search results on 77% of legal queries — the highest rate of any industry. Top-ranking pages take a 34.5% CTR drop when it appears.
Embedded in Google Workspace and Microsoft 365. Used quietly by millions of UK professionals every day — often where commercial instructions actually get researched.
Most law firms still treat SEO like a 2018 problem. The firms that win the next three years will be the ones who realised the buyer journey now starts inside an AI assistant — and built for it before the rest of the market noticed.
Each has its own search behaviour, intent and SRA-sensitivity. Engagements are shaped accordingly — not borrowed from a generic legal template.
An ageing UK demographic with high search intent and high lifetime value. Local pack and AI Overview presence both matter.
Explore 02 · Family lawRecession-resistant, emotionally charged, local search dominant. SRA-sensitive content with high conversion intent.
Explore 03 · ConveyancingBrutally competitive and CPC-heavy. Local pack visibility and Google Business Profile carry most of the weight.
Explore 04 · Commercial propertyB2B intent meets local Maps overlap. Lower volume, higher value per instruction, AI search heavily underused.
Explore 05 · EmploymentBoth B2C (employees) and B2B (employers). Two distinct journeys, two distinct SEO and AI strategies inside one firm.
Explore 06 · Personal injuryDominated by national brands buying paid traffic. Regional firms win with hyperlocal SEO, AI citations and review depth.
Explore 07 · Wills & probateStrong AI Overview triggers, question-led search behaviour, and a buyer demographic that increasingly asks Gemini before they ring.
Explore 08 · ImmigrationHighly regulated, OISC and SRA boundaries to respect. Multi-language and AI search are both growth surfaces here.
Explore All practice areasFull breakdown of each practice area — with search behaviour notes, AI visibility patterns and where the wins sit.
View all practice areasGenuine 5-star reviews across Google, Facebook and Yell. Average rating: 4.8 out of 5.
“Extremely helpful would highly recommend for SEO services. My business ranking went up and more customers started calling.”
“We’ve been working with Gregg for a few months now — he’s really actively trying to increase our profile on Google. We always find him easily contactable and approachable.”
No retainer lock-ins, no inflated reports, no jargon. Same process for every firm, shaped to the work.
The honest version. The model works well for some firms and not others. Knowing which side you sit on saves us both a call.
The firms getting the best results were always the ones with senior people doing the work, on a small number of accounts, with deep context.
I’ve spent twenty years in search and marketing — agency-side, in-house, freelance, founder. That observation is what shaped this consultancy.
Most agencies grow by adding clients, adding juniors and adding layers between strategist and the work. I went the other way: a selective number of law firm clients, with me as the consultant who actually does the work.
I focus only on UK law firms because the work depends on understanding how UK clients search, how the SRA thinks about marketing, and how AI assistants now decide which firm to recommend. Trying to do that across other sectors would dilute everything that makes the offer worth premium fees.
Read the full story →The questions partners and practice managers ask most often — straight answers.
I work directly with a maximum of a selective number of law firms, and every piece of work is done by me. No account managers, no junior delivery team, no offshore content desk. I also write to the SRA Code of Conduct and Transparency Rules from the start — not as an afterthought once a partner spots a problem.
Yes. Every piece of content, page, and recommendation respects Rule 8.8 (accurate and not misleading), the Transparency Rules (cost and complaints information, SRA digital badge, fee earner credentials), and the rules around specialist claims, testimonials and comparative advertising. In October 2024 the SRA also clarified that all AI-generated content must be reviewed by a qualified person before publication — that’s built into the workflow.
Three things. First, getting your firm cited inside Google AI Overviews (which now trigger on 77% of UK legal queries). Second, being recommended by name when prospective clients ask ChatGPT, Perplexity, Gemini or Copilot for legal help. Third, ensuring your SRA register entry, Google Business Profile, ReviewSolicitors page, Chambers and Legal 500 entries are all consistent enough for AI systems to treat your firm as a trusted recommendation.
Yes. I work with firms regulated by the SRA in England and Wales, the Law Society of Scotland in Scotland, and the Law Society of Northern Ireland in Northern Ireland. CLC-regulated conveyancers and OISC-regulated immigration advisers also welcome.
No, and the SRA wouldn’t let me even if I could — that would breach Rule 8.8 on misleading publicity. Rankings depend on Google. AI citations depend on how language models are retrained. What I guarantee is the seniority of the work, the rationale behind it, and a monthly conversation about what is and isn’t moving the needle.
Most engagements run six to twelve months, with some firms moving to a quarterly senior-advisory retainer afterwards. I don’t tie firms into long contracts. If the work isn’t earning its place, you should be free to stop.
Premium consultancy pricing — meaningfully more than a mid-tier legal SEO agency, meaningfully less than top-tier global advisory. Exact figures depend on the firm’s size, practice areas and current visibility position, and are quoted per engagement after the intro call. If price is the deciding factor, we’re probably not a fit.
Book a thirty-minute intro call. No pitch deck, no obligation, no sales sequence afterwards. If we’re not a fit, I’ll tell you so — and where I can, I’ll point you to someone who is.
