The Spanish-Language SEO Specialist is responsible for leading and optimizing the firm’s Spanish-language search presence across immigration and personal injury practice areas.

This role combines:

• Spanish-language SEO strategy
• Technical SEO
• Content optimization
• Local SEO
• Reporting and analytics
• Link-building execution

The position plays a critical role in ensuring that Spanish-speaking communities can discover the firm organically through culturally authentic and highly optimized search content.

This role works closely with the Marketing Director and operates with significant ownership and autonomy.

Key Responsibilities

Keyword Research & On-Page SEO

• Conduct keyword research with a native Spanish-language search intent focus
• Perform competitive SEO analysis across legal markets

Optimize:

• Meta titles and descriptions
• Headers
• Internal linking
• URL structures
• Page content
• Improve SEO structure across both English and Spanish pages
• Implement and maintain schema markup for enhanced search visibility
• Spanish-Language Content Development
• Create and optimize original Spanish-language legal content
• Ensure cultural authenticity and audience relevance
• Write and optimize English-language SEO content when needed
• Align content with search intent and legal marketing objectives
• Maintain publishing schedules and editorial consistency

Link Building & Outreach

Develop and execute Spanish-language link-building campaigns

Build relationships with:

• Community publishers
• Legal directories
• Spanish-language media platforms
• Increase domain authority and referral traffic
• Monitor backlink quality and SEO impact
• Technical SEO & Site Health
• Perform technical SEO audits regularly
• Identify and resolve:
• Crawl issues
• Indexing errors
• Broken links
• Site speed issues
• Core Web Vitals problems
• Maintain overall technical SEO health
• Monitor algorithm updates and SEO best practices

Reporting & Analytics

Track:

• Keyword rankings
• Organic traffic
• Conversions
• Search visibility
• Monitor SEO performance across English and Spanish content segments
• Prepare weekly and monthly SEO performance reports
• Identify opportunities for optimization and growth

Local SEO Support

• Support local SEO efforts targeting Massachusetts markets
• Optimize location-based search visibility
• Improve Google Business Profile visibility and local rankings
• Support geo-targeted content strategies

Qualifications

Required

• Native or near-native Spanish fluency
• Strong written English proficiency
• 2–4 years of SEO experience (agency or in-house)
• Experience with bilingual or Spanish-language SEO campaigns

Strong understanding of:

• Technical SEO
• Schema markup
• Crawlability
• Core Web Vitals
• On-page optimization

Experience with:

• Ahrefs
• SEMrush
• Screaming Frog
• Google Search Console
• Google Analytics
• Strong SEO writing and optimization skills

Preferred

Experience working with:

• Immigration law firms
• Personal injury law firms
• Legal marketing agencies
• Understanding of U.S. Latino immigrant communities and search behavior
• Experience with local SEO campaigns

Core Competencies

• SEO strategy and execution
• Technical problem-solving
• Cultural and audience awareness
• Content optimization
• Research and analytical thinking
• Attention to detail
• Communication and accountability

Typical Work Day

• Review ranking reports and SEO dashboards
• Conduct keyword and competitor research
• Create or optimize Spanish-language content
• Run technical SEO audits
• Resolve crawl and performance issues
• Monitor backlinks and rankings
• Prepare optimization recommendations and reports

Typical Workweek

• Publish and optimize SEO content
• Execute link-building outreach campaigns
• Monitor local SEO performance
• Participate in strategy check-ins with Marketing Director
• Track KPIs and performance trends
• Improve technical SEO health and reporting accuracy

Performance Evaluation

Performance is measured based on:

• Improvement in Spanish-language keyword rankings
• Growth in organic traffic from Spanish-speaking audiences
• Quality and authenticity of Spanish-language content
• Technical SEO health and issue resolution speed
• Link-building performance and authority growth
• Reporting consistency and accuracy

Key Performance Indicators (KPIs)

• Month-over-month improvement in keyword rankings
• Growth in Spanish-language organic traffic
• Zero critical technical SEO issues unresolved beyond 48 hours
• Consistent SEO content publishing schedule adherence
• Domain authority and backlink growth
• Positive feedback from Marketing Director regarding strategic alignment and content quality

Work Environment

• Fully remote or hybrid role
• Requires reliable high-speed internet and professional workspace
• Consistent availability during business hours required
• Use of secure company systems for SEO and documentation workflows

Software & Tools

• Ahrefs
• SEMrush
• Screaming Frog
• Google Search Console
• Google Analytics
• Google Workspace / Microsoft Office
• Zoom
• Slack / Microsoft Teams
• Google Drive / Dropbox

Final Notes

This role is critical to expanding Brooks Law Firm’s visibility and trust within Spanish-speaking and immigrant communities.

The Spanish-Language SEO Specialist directly impacts:

• Organic lead generation
• Search visibility
• Community reach
• Brand trust
• Long-term marketing growth

Success in this role means:

• Strong Spanish-language search rankings
• Culturally authentic content
• Improved technical SEO performance
• Consistent organic traffic growth
• Reliable reporting and optimization execution

About the Company

Our client is an immigration and personal injury law firm based in Medford, Massachusetts, dedicated to serving immigrant communities through culturally authentic legal representation and communication.

The firm focuses heavily on Spanish-speaking audiences, ensuring that clients can access legal resources, educational content, and services in a way that feels natural, trustworthy, and community-centered.

Our client combines legal expertise with strong community connection and digital visibility strategies to help clients find the support they need when they need it most.