Calçada Patentes
Patent & trademark attorneys · Lisbon
How a Lisbon IP firm became the trusted guide for start-ups protecting their first trademark
Principal claim
+218%
organic enquiries over 12 months
Fig. 2 — Prior art
Founders asked for expert counsel. Search gave them filing forms.
Start-ups searching for trademark registration in Portugal and the EU found DIY filing services, not expert counsel, and Calçada published nothing in English.
Lisbon is now one of Europe’s busiest start-up cities, and many of its founders search in English. When they typed the questions that decide whether a brand survives — can I register this name, does it cover the EU, what if someone objects — they met €99 self-service forms and template packs. Wrong Nice classes and unchecked prior marks are the result.
Calçada Patentes had four qualified attorneys and two decades of filings, but its site was a Portuguese brochure. To search engines it held no expertise at all.
- 1.
marcarapida.example
Register your brand in 10 minutes — from €99
Online form, no attorney review. Template classes.
- 2.
tmfiler.example › portugal
Trademark filing Portugal | Online Service
Self-service filing for INPI and EUIPO.
- 3.
brandbox-registry.example
How to register a trademark (template pack)
Download forms and a generic checklist.
AI Overview · cited source
A Portuguese trademark is filed with INPI; protection across all 27 EU states needs a separate EUIPO filing…
[1] calcadapatentes.example / en / trademark-portugal
- 1.
calcadapatentes.example › en
Trademark registration in Portugal: a founder's guide
Written by registered IP attorneys. Fees, timelines and the INPI vs EUIPO choice.
- 2.
marcarapida.example
Register your brand in 10 minutes — from €99
Online form, no attorney review. Template classes.
- 3.
calcadapatentes.example › en › eu
EU trademark for start-ups: what it covers
One filing, 27 member states — and when it is the wrong choice.
Fig. 3 — Examination report
What the audit found, set out as numbered claims.
What is found is:
- 01.ContentCritical
No English-language page existed. 63% of trademark-registration searches in the Lisbon start-up market were made in English.
- 02.ContentCritical
The site described services ('Marcas', 'Patentes') but answered no questions; 0 of the top 50 founder queries had a matching page.
- 03.SERPMajor
Page one for 'trademark registration Portugal' was held by DIY filing services and template sites, none written by a qualified attorney.
- 04.AuthorityMajor
No author bylines or credentials; the firm's expertise was invisible to readers and to search engines alike.
- 05.TechnicalMajor
A single /servicos page targeted 14 distinct intents; no hreflang, no structured data, and a 4.1 s LCP on mobile.
- 06.LocalMinor
Business profile listed only in Portuguese, with category 'Law firm' rather than 'Patent attorney' and 'Trademark attorney'.
Fig. 4 — Exploded view
Four components, assembled into one content engine.
The engagement ran on our Content Engine plan. Each layer below carries a reference numeral; select one to read how it was built and what it produced.
Ref. 20 — Topic clusters
A pillar-and-spoke architecture that answers the founder's journey from 'is my name free?' to 'someone copied my brand'.
- 20aThree pillars: Portuguese trademark (INPI), EU trademark (EUIPO), and patents for software start-ups.
- 20b41 spoke articles mapped to 312 queries, each linking up to its pillar and across to one sibling.
- 20cEvery spoke ends at a fixed-fee consultation, not a generic contact form.
3 pillars · 41 spokes · 312 mapped queries
Fig. 5 — Drawing register
12 sheets, one per month.
- Sht. 01 / 12Survey
Month 1 — Audit & query map
Technical crawl, SERP study of 312 founder queries in EN and PT, interviews with the four attorneys.
- Sht. 02 / 12Survey
Month 2 — Architecture
Pillar-and-spoke map, hreflang plan, author profiles drafted, /servicos split into intent pages.
- Sht. 03 / 12Build
Month 3 — First pillar
Portuguese trademark pillar live in EN and PT with 8 spokes; LCP brought to 1.7 s.
- Sht. 04 / 12Build
Month 4 — Author layer
Person schema, credential pages and review dates rolled out; first AI Overview citation logged.
- Sht. 05 / 12Build
Month 5 — EU pillar
EUIPO pillar and 9 spokes on EU-wide protection, opposition and costs for start-ups.
- Sht. 06 / 12Build
Month 6 — Answer blocks
Answer-first rewrites on 22 spokes after prompt sampling; fee tables added.
- Sht. 07 / 12Scale
Month 7 — Patent pillar
Software patents pillar for start-ups, with a provisional-filing explainer in both languages.
- Sht. 08 / 12Scale
Month 8 — Tools
Interactive 'Is my brand registrable?' checklist and an EU class picker, both linking to consultations.
- Sht. 09 / 12Scale
Month 9 — Digital PR
Guides syndicated to two Lisbon accelerators' founder handbooks; 19 relevant referring domains.
- Sht. 10 / 12Refine
Month 10 — Gap closing
Rewrites of 11 spokes stuck on positions 4–8; internal links rebalanced to the EU pillar.
- Sht. 11 / 12Refine
Month 11 — Conversion
Fixed-fee consultation offer tested on spokes; enquiry form shortened from 9 fields to 4.
- Sht. 12 / 12Refine
Month 12 — Hand-over
Editorial calendar for year two, prompt-sampling playbook and author-review workflow documented.
Fig. 6 — Results
Twelve months later: the measured effect.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
- Claim 1 · Organic enquiries
- +218%M0: 11M12: 35
- Claim 2 · Organic sessions
- +265%M0: 1,840M12: 6,716
- Claim 3 · AI Overview citations
- 39M0: 0M12: 39
- Claim 4 · Top-3 keywords
- 7 → 96M0: 7M12: 96
Schedule of keywords
Selected terms from the tracked set of 312. Position in Google, Lisbon, mobile. “—” means not in the top 100.
| Keyword | Lang. | Vol./mo | M0 | M12 | AI Overview |
|---|---|---|---|---|---|
| trademark registration portugal | EN | 880 | — | 1 | Cited |
| registo de marca portugal | PT | 1,900 | 18 | 2 | Cited |
| eu trademark for startups | EN | 390 | — | 2 | Cited |
| how to register a trademark in portugal | EN | 320 | — | 1 | Cited |
| custo registo marca inpi | PT | 720 | 41 | 3 | — |
| euipo vs national trademark | EN | 210 | — | 2 | Cited |
| patente software portugal | PT | 260 | 27 | 1 | — |
| trademark opposition portugal | EN | 140 | 72 | 3 | — |
| agente oficial propriedade industrial lisboa | PT | 170 | 6 | 1 | — |
Sheet 7 of 7 · Filing open
Get a plan like this
Topic clusters, answer-first content, bilingual pages and signed expertise — engineered for your market under the Content Engine plan.
← All case studies