Beating Goliath on Goliath's own search results.
How a brand-new consumer protection firm — built from zero, with 80 backlinks and 47 reviews — ranks #1 in Los Angeles, ahead of firms with 30,000+ links and 600+ reviews.
MANAGING PARTNER · R23 LAW
R23 Law is a California consumer protection firm with national reach. Founded in 2024, the firm represents plaintiffs against corporate misconduct — data privacy, consumer finance, identity theft, credit disputes, financial fraud, background-check errors. The opposition is typically a Fortune 50 corporation or a bulge-bracket bank.
At kickoff, R23 had a license to practice and a contingency model. No brand. No site. No profile. No pipeline. Founder Peng Shao hired one operator wearing three hats — one person accountable for the whole funnel.
— WHAT WE BUILT
- Brand Building & Startup. Name, voice, positioning, and site architecture from zero. R23LAW.COM, eight intent-matched practice pages, an articles library, dispute-letter templates, a podcast, and a counsel-reviewed testimonial system. None of it existed when R23 picked up the phone.
- Search & Foundations. Core Web Vitals in the green. Schema for LegalService, Attorney, Article, FAQ, and Review. Clean sitemaps and canonicals. A verified, optimised Google Business Profile. NAP consistent across 40+ directories. A selective, relevant backlink program — 80 links of quality, no PBNs.
- Fractional CMO. An MBA in the org chart, accountable to the founder. Paid media, KPI design, attribution, vendor management, and California Bar advertising compliance — reviewed line by line. A weekly reporting rhythm, not a quarterly check-in.
| Search | Avg. map rank |
|---|---|
| consumer protection attorneys | 1.2 |
| consumer protection lawyer | 1.4 |
| consumer protection attorney | 2.1 |
Across 25 grid points in the LA metro, 23 return R23 at #1. The firms it outranks hold up to 30,000 backlinks and 688 reviews. R23 ranks first with a fraction of both. Reputation and volume aren't the only inputs Google weights. Foundations are. We built the foundations — and built them to run without us.
When a Californian Googles "consumer protection attorneys" anywhere in LA, R23 is the first name they see.