Case Study · Hispanic Market SEO · Law Firm
Juan Burgos Law: Spanish and Portuguese SEO for a Central Florida Bankruptcy Firm
How native-language content — not translation — took a Spanish-language site from 11 clicks to 113 clicks in a fortnight, and built a Portuguese property from nothing.
+179%
10×
+93%
The Client
Juan Burgos Law Offices is an Orlando bankruptcy firm serving seven Central Florida counties, with a large first-generation Hispanic and Brazilian client base. The firm had an English site that ranked well for its means-test calculator, a Spanish section that existed but barely earned a click, and no Portuguese presence at all. Data used on this page is aggregate Google Search Console performance, published with the firm's consent.
The Problem: Spanish Pages That Ranked for the Wrong Thing
In June 2026 the Spanish property had 647 pages Google had crawled or discovered but refused to index — a classic doorway-page pattern of thin, near-duplicate city pages. Its only real visibility was an auto-accident cluster earning 7,300 impressions and zero clicks: the wrong vertical, in translated language, for a firm whose business is bankruptcy. The high-intent Spanish searches the firm needed — abogado de bancarrota Orlando, bancarrota y ciudadanía, cuánto cuesta una bancarrota en Florida — were invisible: two clicks on six impressions for the head term.
The Approach: Three Native Properties, One Positioning
Positioning first. The firm was repositioned as the local, Spanish-speaking bankruptcy attorney for Central Florida families and small-business owners — from a Chapter 7 fresh start to keeping a business alive under Subchapter V — with Subchapter V in Spanish as the flagship no local competitor offered.
Separate properties, not a language plugin. English (/), Spanish (/es/), and Brazilian Portuguese (/pt-br/) were built as separately authored WordPress properties, each with its own sitemap, its own Google Search Console property, its own keyword set, and hreflang between them. The blended root property is only used for whole-site totals.
Technical cleanup. The doorway pages were consolidated and redirected, the Spanish property was cut to 41 clean pages, and the English site's orphan county pages were removed. Two redirect domains the firm owned were pointed at the flagship pages.
Native content, written for the reader. Sixty-seven Spanish posts organized into four silos — financial guidance, legal guides, motorcycle, and commercial accidents — plus rewritten Spanish money pages for Chapter 7, 11, 13, and Subchapter V. Every piece was written in Spanish for a first-generation reader, not translated: the questions came from how Orlando's Hispanic families actually phrase them.
Portuguese, phase two. Twenty-two Brazilian Portuguese pages (Chapter 7, 11, 13, business bankruptcy, and county pages) and fifteen posts, sitemap submitted August 2026.
The Results
Google Search Console, Spanish property (juanburgoslaw.com/es/), pulled September 5, 2026:
| Period | Clicks | Impressions | Avg. position |
|---|---|---|---|
| Mar 7 – Jun 6, 2026 (before) | 107 | 17,600 | 11.8 |
| Jun 7 – Sep 4, 2026 (after) | 298 | 25,444 | 9.6 |
| May 24 – Jun 6 (two weeks, before) | 11 | 2,308 | 9.5 |
| Aug 22 – Sep 4 (two weeks, after) | 113 | 8,455 | 10.5 |
The trend inside the "after" quarter is steeper than the totals: the property now runs at 600–940 impressions a day, up from about 150 in early June, and daily clicks moved from zero or one to ten to sixteen.
What the winning pages have in common
The top Spanish page in the last 28 days is ¿Me pueden cobrar una deuda en otro país? — 6,816 impressions at position 5.9 — a question that only exists for someone who might leave the country with U.S. debt. Next: ¿Cuánto cuesta una bancarrota en Florida? (8% click-through), Bancarrota y ciudadanía americana, ¿Pierdo mi carro en bancarrota?, and ¿La bancarrota afecta la inmigración?. None of these came from an English keyword list. All of them are the questions a first-generation Spanish speaker asks a lawyer in the first five minutes.
Portuguese is earlier in its curve, but the pattern is already visible: the property ranks for o especialista em falências and advogado de acidentes de carro em Orlando within weeks of the sitemap going live.
What This Means for Your Business
If your customers speak Spanish or Portuguese at home, they are searching in that language right now, and almost nobody in your market is answering them natively. The method here — separate properties, native intent research, content written for the reader, bilingual Google Business Profile, per-language measurement — is the same one I bring to any Orlando business through Hispanic market SEO.