Rich Voller
Founder, Affirmed Digital
About Rich
Rich Voller is the founder of Affirmed Digital, a UK SEO agency that works only with solicitors, law firms and barristers' chambers. Affirmed is based in Portsmouth and is part of Attaché Digital Group.
Rich is a search systems architect with more than 20 years in search, covering technical SEO, search architecture and AI search. He founded Affirmed Digital and leads its work. That work covers technical SEO, local SEO, content, digital PR, audits, and migrations where needed.
He set Affirmed up to specialise in legal practices, so the work stays focused on how people search for legal help and how firms present themselves to them. Firms and chambers get an agency that knows their world, rather than one that treats a law firm like any other business.
The work Rich led before founding Affirmed is set out on About Affirmed Digital.
How Rich Works with Law Firms
Rich starts from the evidence. Recommendations come from the firm's own site and its search results, not from a standard package, because every firm starts from a different place.
Reporting is plain and monthly. It covers the work done, the enquiries the firm receives, and the searches and pages behind them, with next steps agreed with the firm. It uses the firm's own GA4 and Search Console data with read-only access, plus enquiry information the firm chooses to share.
Monthly reporting explains what each report covers and how the figures are read.
Every strategy cites the SRA and BSB publicity rules where they apply. Affirmed plans and drafts content and the firm signs off, so the firm stays responsible for what it publishes.
Every engagement starts with the free law firm SEO audit, prepared by a senior team member. It looks at technical foundations, local visibility, trust signals and content against competitors.
Work then runs as a retainer, a project or both. A senior contact leads each engagement, and Rich leads the work across the agency. The steps are set out in how an engagement runs.
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 optimisation: 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 and the client journey from search to contact form submission.
Legal SEO Tools & Technology
Beyond standard SEO tools (Ahrefs, SEMrush, Screaming Frog), I use specialised legal industry research platforms and local citation tools, all integrated through StoneGhost to provide comprehensive legal SEO intelligence.
Away from Work
Rich is a keen cook and loves good restaurants. He has a Boxer dog called Hudson.
He is passionate about cars, and the Goodwood Festival of Speed is his favourite event.
Start with a Free Audit
The free law firm SEO audit comes with no obligation. A senior team member prepares a written report and a recorded video walkthrough of the firm's site. No credentials or backend access are needed. You receive the written report and recorded video within 3 to 5 business days.