Rich Voller

I'm Rich Voller, a Legal SEO Specialist and founder of Ministry Of Search. I've dedicated my career to helping UK law firms attract more clients through strategic, compliant digital marketing.

With over 15 years in SEO, I've developed deep expertise in the unique challenges facing law firms in the digital landscape. From SRA compliance to E-E-A-T optimization, I understand what it takes to build trust and authority in the legal sector.

Why Legal SEO is Different

Legal marketing isn't like other industries. Law firms face unique compliance requirements, high client trust thresholds, and intense local competition. Generic SEO strategies fail because they don't account for the intricacies of legal client acquisition.

I've built my expertise specifically around SRA-compliant marketing, understanding how potential clients search for legal services, and the trust signals that convert visitors into enquiries. This isn't about gaming algorithms—it's about building genuine authority in your practice areas.

My Legal SEO Framework

1. E-E-A-T Foundation Building
Establishing Experience, Expertise, Authoritativeness, and Trust through attorney bios, case studies, credentials, and practice area depth that resonates with both Google and potential clients.

2. Local Legal Visibility
Dominating local search results through Google Business Profile optimization, consistent NAP citations, and location-specific content that captures "solicitor near me" searches.

3. Practice Area Authority
Deep, comprehensive content strategies that position your firm as the go-to expert in specific legal areas—from family law to commercial litigation.

4. Technical Legal Compliance
Ensuring your website meets SRA advertising standards while optimizing for search engines—balancing compliance with visibility.

5. Client Journey Optimization
Understanding how people search for legal help and creating pathways that turn urgent searches into consultations and retained clients.

StoneGhost: Legal SEO Intelligence Platform

I built StoneGhost specifically to address the monitoring and analysis needs of law firm SEO campaigns.

For law firms: Complete transparency into your digital presence—from local pack positions to practice area keyword rankings—with clear explanations of what each metric means for client acquisition.

For legal SEO optimization: Continuous monitoring of E-E-A-T signals, local citation health, competitor activity, and content performance across all practice areas.

StoneGhost tracks what matters for law firms: local visibility, practice area authority, compliance status, and the client journey from search to contact form submission.

Legal SEO Experience & Expertise

Over my career, I've specialized in legal sector digital marketing, working with law firms across practice areas including personal injury, family law, commercial litigation, criminal defence, and corporate law. I understand the nuances of legal client acquisition, from initial search intent to matter retention. My focus is exclusively on UK law firms and the specific challenges they face in SRA-compliant marketing.

Legal SEO Tools & Technology

Beyond standard SEO tools (Ahrefs, SEMrush, Screaming Frog), I use specialized legal industry research platforms, local citation tools, and compliance monitoring systems—all integrated through StoneGhost to provide comprehensive legal SEO intelligence.

Working with Law Firms: My Approach

• • Compliance-first strategy: Every recommendation meets SRA standards
• • Evidence-based decisions: Legal data and case studies drive strategy
• • Clear, jargon-free communication: No confusing technical language
• • Senior-level attention: Your account gets my personal involvement
• • ROI-focused pragmatism: I'll tell you what won't work for law firms
• • Understanding legal urgency: Quick response times when clients need legal help

A human note

I'm a keen cook and love good restaurants. I have a Boxer dog called Hudson. I'm passionate about cars — Goodwood Festival of Speed is my mecca.

Legal Industry Engagement

I speak at legal industry events about digital marketing compliance and best practices for law firms. I'm always happy to discuss the unique challenges of legal SEO with fellow professionals in the sector.