About · Transparency
An agency that wants to run your firm's Google and AI visibility owes you a clear answer about who it is, where its expertise comes from, and how it works. Here is that answer.
No long-term contracts, ever. One strategist owns your account. Reporting shows inquiries and calls in plain English.
My name is Éric St-Cyr, and I founded ProStar SEO. For more than a decade, our team has practiced search engine optimization for over a hundred clients across North America and Europe. LegalSEO.agency is the member of that family built entirely for law firms. I sign this page, but every result is a team effort.
Our method was shaped where competition is unforgiving: cannabis and CBD, online gambling, cosmetic surgery. Industries where Google Ads is banned or heavily restricted, where organic search is the only real acquisition channel, and where a lost position can cost tens of thousands in revenue. In markets like those, nobody survives on hunches. You survive by testing, measuring, and executing better than competitors spending seven-figure budgets. That is the school that trained the specialists, writers, and developers who now work on legal SEO.
We believe one thing plainly: SEO is an engineering discipline. Every recommendation rests on a test or a measured data point. We analyze the pages that already dominate the results for your keyword, their contextual density, their entities, their architecture, their links. Then we build pages calibrated to beat those benchmarks, and we measure what happens.
When a hypothesis fails, we say so and adjust. When it works, we document it and repeat it. That loop is what separates measured SEO from opinion. It applies to Google and to the answer engines, ChatGPT, Claude, Perplexity, and Google AI Overviews, that are reshaping visibility now. Our content and technical work run on the same standard.
Legal search is one of the harder categories on the web. It is a YMYL field where Google weighs expertise and trust heavily, competition is intense, and bar advertising rules add a layer most agencies never learn. That combination rewards specialists and frustrates generalists, which is the whole reason a dedicated law firm SEO agency is worth having.
The AI angle matters too. As clients increasingly ask assistants who to trust, being the firm the model names becomes valuable ground. We optimize for the answer engines, not only the search box, and most firms have not started.
Éric was born in a small village near Trois-Rivières, Québec. His first career reached the highest levels of international finance, first with a Canadian bank, then with a firm in the Cayman Islands, a chapter that ended in a very public collapse and cost him nearly everything. He tells that story openly in his 2016 memoir, À l'ombre du soleil, an account of high finance, offshore banking, and a hard fall that reads like a thriller.
What matters is what came next. In his fifties, with everything gone, he started over in search engine optimization and built ProStar from the ground up into a group of specialized agencies. That experience of losing everything and rebuilding is exactly why the work is done this way: no shortcuts, no false promises, and a focus on results that can be measured.
Éric owns the rights to the book and would rather people read it than pay for it. Email him for a free copy and he will send it your way.
LegalSEO.agency is one of several niche agencies Éric leads, each serving a demanding, competitive vertical:
Across those brands, Éric and his team serve more than 100 clients, from single-location shops to national names. Their largest client earns over 10 million organic clicks a month, the kind of scale only compounding, well-engineered SEO produces.
We never promise the number-one position. Anyone who guarantees it is not being straight with you, because no one controls Google's algorithm. What we promise is a method: benchmarked competitive analysis, documented deliverables, tracked indicators, and reports that show what is improving and what still needs work.
We never use long-term contracts, on any engagement. Clients stay because the results convince them, not because a clause holds them. And we explain the work. You will understand every action taken on your site, and why it was taken. See how pricing works or talk with a strategist.
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Senior, hands-on guidance from a specialist who only works with law firms.
Learn more →The full program: local, content, technical, and authority work in one plan.
Learn more →Common Questions
Grab a time and a senior strategist will show you where your firm stands in Google and in AI search, and where the opportunity is. No cost, about 30 minutes.