What We Achieved

Through a focused, compliance-first SEO strategy, Konan & Spade LMA helped IndiaLaw LLP scale to over 35,000 monthly organic clicks—without spending a single rupee on paid ads. By aligning content with search intent, optimizing technical infrastructure, and building topical authority across key legal service areas, we transformed their website into a high-performing acquisition channel trusted by clients across India.

The Challenge

Grow Nationwide Visibility Without Breaking Bar Council Rules

IndiaLaw approached us with one clear mandate:

• No paid ads.
• High-intent visibility.
• Real client conversions.

Sounds simple? Not in India’s legal marketing environment—where advertising is prohibited, SEO is cutthroat, and every major keyword is dominated by directories like Legal500 and JustDial.

With offices in metros and Tier-1 cities, IndiaLaw had scale. But they weren’t showing up in the right search results. That’s where we stepped in.

How We Achieved

Precision SEO, Tailored For Law Firms

We don’t run generic SEO campaigns. Our strategies are built specifically for the legal profession—ethically sound, algorithm-smart, and focused on attracting real leads.

Here’s how we helped IndiaLaw dominate search, ethically and sustainably.

1. Rebuilding the SEO Architecture

From one-size-fits-all to geo-targeted precision

Instead of a single generic “Services” page, we created a multi-tiered site architecture:

• Practice Area Pages
• City-Specific Pages
• Combined location + Practice Area pages (e.g. “Property Dispute Lawyers in Mumbai”)

This structure allowed IndiaLaw to compete for long-tail, high-converting searches across 10+ cities.

To win in competitive legal SEO, structure is everything. We rebuilt IndiaLaw’s website architecture from the ground up, aligning every page with high-intent legal queries and how users actually search. Instead of generic service listings, we created a layered, siloed structure segmented by practice areas, jurisdictions, and cities—enabling hyper-targeted SEO performance. The visual below illustrates this SEO-optimized sitemap, showcasing clear hierarchy, intuitive navigation paths, and content clusters designed to drive both relevance and rankings.

2. Content That Demonstrates Authority

Built for E-E-A-T, not just keywords

We developed content clusters that reflected IndiaLaw’s subject-matter expertise—authoritative, practical, and bar-compliant.

Each blog post and landing page was mapped to client search intent, written in clear, professional English that both Google and prospective clients understood.

“SEO content for law firms should sound like it belongs in a legal consultation, not a marketing brochure.”
— Pawan Khatri, Founder, Konan & Spade LMA

Infographic idea: E-E-A-T content framework vs traditional blog spam

3. Technical SEO That Google (and Clients) Love

• Implemented structured schema for legal services
• Optimized Core Web Vitals and mobile loading speed
• Improved internal link flow and crawl logic
• Ensured WCAG and UX compliance for accessibility

This made the site technically excellent—both for bots and real people.

From Lag to Lightning: Our Core Web Vitals Transformation

4. Local SEO to Activate 10+ Cities

IndiaLaw had offices across India. But only Google Maps listings in a few.

We fixed that by:

• Creating and optimizing GBP profiles for each location
• Embedding geo schema across location pages
• Aligning NAP citations across the web

Result? IndiaLaw began appearing in map packs for competitive queries like “Litigation Law Firm in India” or “ADR Law firm in India”.

5. Continuous Reporting, Iteration & Ownership

SEO is not static. Every month, we delivered:

• Keyword movement reports
• New content briefs
• Technical audits
• Conversion tracking (calls, contact form submissions, etc.)

This wasn’t “SEO done to them”—it was SEO done with them.

The Results

In Just 6 Months

• 5.92M impressions across Google Search
• 180K+ organic clicks
• Top 3 rankings for 40+ high-intent legal keywords
• Bounce rate down 35%
• Session duration up 40%
• Visibility spike in Mumbai, Delhi, Hyderabad, Bengaluru, Ahmedabad

But most importantly…
A consistent stream of qualified client inquiries.
Not just more traffic—better traffic.

What Made It Work?

1. We Speak Legal.

Our agency is led by a law graduate. We understand bar guidelines, practice area nuances, and the ethical line you can’t cross.

2. We Write for Humans and Algorithms.

Readable, trustworthy, SEO-optimized content that converts.

3. We Don’t Chase Vanity Metrics.

We track what actually matters:
Leads. Inquiries. Consultations. Signed clients.

4. We’re Transparent.

You’ll know what we’re doing, why we’re doing it, and what it’s driving—every single month.

Could This Be You?

If your law firm wants…

• Organic visibility without paid ads
• Local ranking in every office location
• Qualified inquiries, not just impressions
• A compliant SEO strategy that works for years to come

Let’s talk.

Final Word

IndiaLaw’s results prove that SEO for law firms isn’t about guesswork—it’s about precision.

If your firm is ready for long-term, ethical, client-first growth…

Book your free strategy call →