Updated October 2026
What were the results?
Over six months (May to October 2026) the firm's website earned 1,790 organic clicks and 131,000 search impressions, with an average position of 11.6 across all queries, and ranked in the top 7 for "immigration solicitor Harrow". Its Google Business Profile reached 1,096 interactions from May to September 2026, up 16.3% on the same period in 2025.
| Metric | Result |
|---|---|
| Organic clicks (6 months) | 1,790 |
| Search impressions (6 months) | 131,000 |
| Average position, all queries | 11.6 |
| "Immigration solicitor Harrow" | Top 7 organic |
| Branded search (firm name) | Position 2.2, with sitelinks |
| Google reviews | 137 reviews, 4.4 average |
| Business Profile interactions, May to Sept 2026 | 1,096 (+16.3% year on year) |
What was the challenge?
The challenge was competing for immigration searches in London, one of the most crowded legal markets in the UK, against national firms, advice sites and GOV.UK itself. The firm needed visibility both for local commercial searches, such as "immigration solicitor Harrow", and for the informational questions its future clients ask long before they call.
What did we do?
We built the firm's visibility around one topic it knows deeply, UK immigration, and connected it to its local practice in Harrow.
1. A topical cluster around indefinite leave to remain
Clients considering ILR ask the same questions repeatedly: when to apply, how long it takes, whether it expires, and how it differs from settled status. We created a page for each question, written to answer it directly and kept current with Home Office changes, all linking to the firm's immigration service pages.
2. Fast coverage of rule changes
When Skilled Worker salary thresholds and the immigration salary list changed, the firm published clear explanations quickly, capturing searches from employers and workers trying to understand the changes.
3. A local commercial page for Harrow
A dedicated "Immigration solicitors in Harrow" page targets the local commercial search, supported by the firm's SRA details, team and office information.
4. Google Business Profile and reviews
A verified, complete Business Profile with 137 Google reviews, services listed and regular activity, supporting both Maps visibility and branded searches.
Which pages drove the most traffic?
The informational ILR guides drove the most traffic, led by "When to apply for ILR" with 572 clicks from almost 31,000 impressions at an average position of 6.
| Page | Clicks | Impressions | Avg. position |
|---|---|---|---|
| When to apply for ILR | 572 | 30,991 | 6.0 |
| Homepage | 399 | 12,683 | 36.4 |
| How long does ILR take | 270 | 26,300 | 7.0 |
| Does ILR expire | 87 | 15,215 | 7.5 |
| Skilled Worker visa 2026 salary changes | 86 | 4,439 | 4.9 |
| ILR vs settled status | 56 | 12,360 | 15.5 |
| Shortage occupation list | 55 | 2,077 | 5.5 |
| Immigration solicitors in Harrow | 35 | 2,895 | 12.5 |
How does the firm appear in Google?
The firm ranks in the top 7 organic results for "immigration solicitor Harrow" and shows sitelinks for branded searches, pointing searchers straight to its immigration, spouse visa and contact pages.
Does the firm appear in ChatGPT and Google AI Overviews?
Yes. AI search now answers "who is the best solicitor" questions directly, and the firm is the business those answers recommend for its own road and town.
ChatGPT: first recommendation for immigration
Asked "Who is the best immigration lawyer in Kenton Road, Harrow?", ChatGPT gives the firm as its first recommendation, quoting its address, phone number, 4.4/5 rating from 136 reviews, and the immigration services it advertises: spouse visas, settlement (ILR), asylum, human rights and appeals.
Google AI Overview: featured first for conveyancing
For "Who is the best conveyancer in Kenton Road, Harrow?", Google's AI Overview features the firm first, with its rating, call, directions and website buttons, and highlights its Conveyancing Quality Scheme accreditation and lender panel memberships.
Google AI Overview: listed for lease extensions
For "lease extension solicitors in Harrow", Google's AI Overview lists the firm under "Local Lease Extension Solicitors in Harrow", showing that its visibility extends beyond immigration into its other practice areas.
What can other law firms learn from this?
Law firms can learn that owning one practice area in depth beats covering every area thinly. Answering the real questions clients ask, keeping that content current, and linking it to a strong local page and Business Profile builds both traffic and trust.
Want the same approach for your firm? See our SEO for solicitors service.