Two law firms.
One rebuilt around real searches, one looked after for years.
The Law Chamber of Md Aammar Zaki is a litigation chamber in Kolkata. Its old website was being shown for searches made by people on the other side of the world, and almost nobody clicked. We rebuilt it in September 2026 around the searches Kolkata clients actually make. Rodriguez Law Firm, P.C. is in San Antonio, Texas. We designed and built its website, and we have kept it, its hosting and its email running for more than three years.
Law Chamber of Md Aammar Zaki, Kolkata
The Law Chamber of Md Aammar Zaki is a litigation chamber near Sealdah in Kolkata, practising since 2009. Its work is mainly divorce and family law, with Muslim personal law as a principal area, plus criminal, civil, property and corporate matters. The goal was simple: more divorce work from Kolkata, and in particular from Muslim clients.
The old website looked busy in Search Console. In the 90 days before the rebuild it was shown 157,179 times. It got about 51 clicks.
What was actually wrong
The wrong audience
145,477 of the 157,179 impressions came from three broad searches: "family lawyer", "divorce lawyer" and "dui lawyer". Most of the people making them were nowhere near Kolkata, and those three produced 15 clicks.
Too many pages
25 pages in a three-level folder structure. 18 of them earned nothing in 90 days, and three were competing with each other for the same searches.
Demand in the wrong place
Kolkata searches for Muslim divorce lawyers are tiny. The demand is national and comes as questions: what is khula, how does talaq work, what happens to mehr. The site was not answering any of them.
What we changed
- A new site with six practice pages: divorce, Muslim divorce, criminal, family, civil and property, and corporate, each aimed at its Kolkata searches. The one old page with real ranking history was kept on its address with a redirect, so nothing earned was lost.
- Muslim personal law made unmissable on the main divorce pages, with a dedicated page, and blog guides that answer the national questions about khula, talaq and mehr and link into it.
- The Google profile rebuilt: a factual description, divorce lawyer as the primary category, and 25 services, each with its own description.
- Written within the Bar Council rules. Rule 36 restricts how advocates in India may present themselves, so every "trusted", "best" and "experienced" was removed from the site and the profile, and every page carries a disclaimer that nothing on it is legal advice. The advocate reviews every legal page before it goes live.
Where it stands now
Search Console, 10 September to 9 November 2026. Early, and reported as it is.
Impressions are down from about 1,750 a day to about 550 a day, and the click-through rate has more than doubled, from 0.03% to 0.08%. That is the point of the rebuild: less of the site's visibility is spent on people who could never become clients.
More important is where the clicks come from now. They come from Kolkata searches: "law firms in kolkata", "corporate lawyer in kolkata", "criminal lawyer kolkata", "divorce lawyer in kolkata", "mutual divorce process in west bengal", and from the Muslim personal law work, with "muslim divorce lawyer near me" at an average position of 3.8 and the khula guide shown 861 times.
The honest part: clicks are still low, 28 in the two months. The main Kolkata divorce searches sit around positions 9 to 12, just off the first page. Moving them up, and into the map pack through reviews that name the actual matter, is the work now under way.
Rodriguez Law Firm, P.C., San Antonio, Texas
Rodriguez Law Firm, P.C. is Johnny Rodriguez's firm in San Antonio. It handles family-based immigration and deportation defense, as well as personal injury and criminal defense.
We designed and built the firm's website and have looked after it for more than three years. That covers the hosting, the firm's business email and the site's upkeep. The site has a practice page for each immigration matter the firm takes, from family green cards and fiance visas to bond hearings, asylum and appeals, and clients can pay online from the site.
When the firm moved to a new suite in October 2026, the website was updated with the new address so it matched what clients and Google see. A law firm site that is kept accurate year after year is less exciting than a launch, but it is the part most firms let slip.
We do not have Search Console access for this site, so we make no ranking claim for it here.
Three things worth knowing for any law firm
Impressions can lie
A law firm site can be shown hundreds of thousands of times to people who will never hire it. Judge it on clicks from your own city.
One page per practice area
Pages that overlap compete with each other. One clear page for each kind of matter gives Google one clear answer.
The rules are part of the brief
Bar advertising rules in India and state bar rules in the US decide what a law firm may say. Good marketing works inside them.
Questions about these cases
Why did the Kolkata website lose impressions after the rebuild?
Because most of the old impressions were worthless. In the 90 days before the rebuild, 145,477 of the 157,179 impressions came from three broad searches (family lawyer, divorce lawyer and dui lawyer), mostly made by people nowhere near Kolkata, and they produced 15 clicks. A page built for Kolkata clients is shown less to those people. Fewer, better impressions is the fix working.
Is it a problem to have many practice areas on one law firm website?
No, as long as each area has one page. The old Kolkata site had 25 pages, 18 of which earned nothing in 90 days, and three of them were competing for the same searches. Six practice pages, one per area, gave Google one clear answer for each.
Do bar advertising rules limit law firm SEO?
They shape it. In India, Rule 36 of the Bar Council of India rules restricts how advocates may present themselves, so the Kolkata site and profile carry no superlatives and every page carries a disclaimer that nothing on it is legal advice. US lawyers have state bar advertising rules too. We write within them rather than around them.
Are the Kolkata results finished?
No. The rebuild is two months old. Clicks now come from Kolkata searches, and the main divorce searches sit around positions 9 to 12. The work now is moving them onto the first page and into the map pack.
Why are both firms named?
Because both said yes. We only name a client when they have agreed to it. Most of our other case studies stay anonymized.
Written by Md Rizwan, founder of RZ Web Media (founded 2020). Last updated November 2026.
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