Monthly organic clicks from Google
Top-3 keyword rankings secured
Authoritative backlinks earned naturally
Pages featured in Google AI Overviews
Client & context
The Italian Lawyer is a premier London-based firm led by Avvocato Riccardo Virga, specialising in cross-border Italian law — corporate matters, inheritance, real estate and private client work across the UK and Italy. World-class expertise, near-zero digital presence. The best-kept secret in their field.
The challenge
- Zero visibility: invisible on Google for high-intent searches, with digital footfall reduced to a trickle
- Low authority: Google treated the site as a brochure, making it impossible to rank against established competitors
- Wrong audience: the traffic they did receive was low-quality — users seeking free advice rather than expert representation
Strategy & execution
In the legal sector, trust is the currency. We built the strategy entirely on Google’s E-E-A-T principles — creating the most helpful, data-rich, expert-driven content library in their niche through a rigorous two-pillar content system.
Built the corporate content pillar
Produced long-form, data-heavy articles addressing complex pain points of international businesses operating in Italy — targeting decision-makers, not browsers.
Built the private client pillar
Created deep-dive guides rotating through personal law specialisms — real estate, probate, family law — to capture high-intent private clients at the research stage.
Established E-E-A-T authority signals
Every piece was meticulously researched to answer real user questions, building trust with both Google and prospective clients before a consultation was booked.
Earned 300+ natural backlinks
Authority content attracted organic links from relevant legal and editorial sources — compounding domain trust without paid link schemes.
Results
- Lead quality transformed: inquiries now come from pre-qualified clients who already trust the firm before the first call
- AI search dominance: 17 pages listed as definitive sources in Google AI Overviews, future-proofing the firm for the new era of search
- From invisible to unavoidable: the firm now ranks in the top 3 for approximately 200 high-intent keywords across their core specialisms