Gregg King

Gregg King, independent SEO consultant for UK law firms

Gregg King is an independent senior SEO consultant who works specifically with solicitors and law firms across the United Kingdom. He presents himself as a hands-on operator: the same consultant who takes the brief writes the audit, briefs the work, implements changes and produces the reports, without account managers, junior staff or offshore content desks. He describes his practice as selective by design and states that he does not use tie-in contracts.

The service is based in Warrington and serves firms nationwide. King reports more than 25 years of experience in search, first in-house and later as an independent consultant, and his site is listed in the Law Gazette Legal Services Directory.

An SRA-aware approach to legal content

A central part of the proposition is compliance awareness. King states that he writes to the SRA Code of Conduct, the Transparency Rules and Rule 8.8, avoiding unverified specialist claims and comparative misleading copy, and that no AI-generated content is shipped without a qualified review. The stated aim is to keep content from generating regulatory correspondence for a firm's COLP.

Search visibility across Google and AI assistants

Engagements combine classic SEO with AI search visibility from the outset. The work covers Google search, Google Maps, Google AI Overviews, ChatGPT, Claude, Perplexity, Gemini and Microsoft Copilot, with multi-platform citation tracking and schema markup intended for AI retrieval. King argues that AI assistants have become the top of the funnel for a share of legal buyers, and that AI visibility is additional work rather than a replacement for Maps.

He supports this with two studies dated August 2026. In a report on 24 UK consumer legal searches, the local pack appeared on 20 of 24, People Also Ask on 22 of 24 and an AI Overview on 5 of 24. A separate citation study of 15 UK legal searches found AI Overviews on 12 of 12 research-stage questions and on 0 of 3 "near me" searches; it also states that 19 of the 71 sources cited across twelve UK legal searches were not in the organic top ten. A further figure cited from Ahrefs (February 2026) indicates that where an AI Overview appears, the top-ranking page's click-through rate is about 58% lower than expected.

Services offered

• SEO for solicitors: senior, SRA-aware monthly work covering strategy, on-page optimisation, content, links and reporting, with practice-area pillar content and monthly reports in plain English.
• AI search visibility: citation tracking across ChatGPT, Claude, Perplexity, Google AI Overviews, Gemini and Copilot, with alignment to the SRA register and ReviewSolicitors and schema markup for AI retrieval.
• Local SEO for solicitors: Google Business Profile optimisation, local citations and NAP consistency, and review acquisition and management.
• Law firm web design, law firm marketing, SEO retainers and SEO audits.

The site indicates that most engagements pair a strategic audit with a senior retainer and then add a specialist focus such as AI search visibility, schema markup, local SEO or digital PR.

The SRA-Aware AI Visibility Audit

The entry-point asset is a detailed audit of how a firm appears across Google search, Google Maps, Google AI Overviews, ChatGPT, Claude, Perplexity, Gemini and Copilot. Findings are cross-referenced against the firm's SRA register entry, ReviewSolicitors profile, Legal 500 entry where listed and Google Business Profile, then turned into a prioritised, SRA-aware action plan. The audit is described as having a 72-hour turnaround, delivered as a partner-readable report, tested across five practice areas and accompanied by a 30-minute walkthrough call if required. A sample report shown on the site includes metrics such as citation share, an SRA consistency score and a breakdown of visibility by platform.

Practice areas covered

The site names eight practice areas in which SEO is said to move instructions, each with its own search behaviour, intent and SRA sensitivity: private client, family law, conveyancing, commercial property, employment, personal injury, wills and probate, and immigration, alongside barristers and chambers. Engagements are shaped around these areas rather than a generic legal template.

Client feedback

The site reports five-star reviews on Trustpilot. Two are quoted in full: Paul Kearney, owner of Kearney Law Group, describes work rebuilding a site after problems with a previous provider and early commercial results, while Louise Harkin, a medical negligence solicitor, highlights the process and communication. These are individual testimonials rather than a general assessment of the practice.