Your Houston Criminal Lawyers
Sam R. Cammack III, criminal defense in Houston
How we did it: Fixing the foundation first ↓
Practice
Criminal defense, Houston and surrounding counties
Firm
Sam R. Cammack III, Attorney at Law PLLC. Licensed since 2002
Working together since
January 2026
Our role
Digital and technology partner, working with the office manager so the lawyers stay on their cases
Where they were
When we started
- A well-reviewed practice whose website was not telling Google, or AI assistants, what the firm does.
- Ninety-five blog posts, many thin or duplicated, competing with each other for the same searches.
- Five separate blocks of structured data on the homepage describing the firm in conflicting ways, one listing a former vendor's email as the firm's contact.
- County and practice pages that Google was not indexing consistently, and no clear page for each type of case or each county served.
Where they are now
Today
- A focused site where each page has one job: one charge, one county or one question.
- One consistent description of the firm for Google and AI assistants.
- A structure ready to grow county by county.
- A working rhythm through the office manager, so the lawyers stay on their cases.
- An early signal in Google Search Console: clicks up 31% and impressions up about 89%, comparing two consecutive 28-day periods (mid-July to mid-August and mid-August to mid-September 2026).
Search Console figures shared with the permission of Sam R. Cammack III and Holly A. Quinterro (October 2026). An early signal, not attributed to any single change. Past results do not guarantee future outcomes.
What we did
The work, step by step
- 01
Cleaned up the site
Reviewed all ninety-five posts and retired fifty-four thin or duplicate pages, leaving a focused set of articles that each answer one question. Merged pages that competed for the same searches.
- 02
Fixed how Google and AI read the firm
Traced the five conflicting blocks of structured data to plugin settings, not code, and replaced them with one accurate description of the firm.
- 03
Built the structure a defense firm needs
A practice-areas hub, a county hub and pages for the five counties the firm serves, with a consistent header, footer and click-to-call bar on every page.
- 04
Researched the market before writing
More than twenty studies of Houston search results across charges, counties and suburbs, so each page answers what people actually search.
- 05
Strengthened trust signals the right way
Cleaned up directory profiles and built genuine colleague endorsements instead of buying links.
- 06
Stayed within the Texas rules
Every claim checked against the firm's records; past results only with the lawyer's sign-off and the disclosures the Texas Disciplinary Rules require.
How we did it · Fixing the foundation first
Why we removed pages before we wrote new ones
Most law firm marketing starts by adding: more posts, more ads, more pages. This firm did not need more. Years of work by earlier vendors had left a site that confused Google and AI assistants about what the firm does. So we fixed the foundation first, and only then built the pages a criminal defense firm needs.
A law firm does not need more content. It needs Google to understand the content it has.
The lesson
What this means for other law firms
A firm with a strong reputation can still be invisible online if its site sends mixed signals. Before spending more on content or ads, check what Google and AI assistants already believe about the firm.
- Count the pages that compete for the same search, and merge them
- Give Google one consistent description of the firm
- Build one page for each charge and each county you serve
- Check every claim against the Texas Disciplinary Rules before it goes live
People
Who we work with
Sam R. Cammack III
Attorney at Law
Holly A. Quinterro
Office manager, our day-to-day partner
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