Different SEO Strategies

Whether you target direct transfer keywords such as “urban planning lawyer in Toulouse” or whether you are looking to build a more detailed strategy on niche keywords such as “brand partnership” or “mass transfer of assets”, the ultimate goal of SEO is not A number of visitors, but a number of conversions.

Depending on the strategy and keyword accuracy, we will target different conversions: sign up for a course, collect professional contact details to organize a future callback or request an appointment. In any case, SEO serves the development of your professional activity, directly or indirectly.

Creating a digital legacy

Before discussing the benefits that SEO linked to a suitable website can bring, it is necessary to have a good conception of SEO. Unlike marketing actions, advertisements, events, or participation in other magazines, SEO does not disappear when the budget stops spending. Even better, when your SEO strategy is well implemented, every passing day enhances it.
Your website becomes a true asset to your business: an element of your professional legacy that continues to grow. SEO is one of the few actions that has a snowball effect.

Various strategies to choose

The basis of your SEO strategy is keyword research. “Construction Lawyer”, “Real Estate Lawyer in Montpellier”, “Hide Real Estate”All these phrases typed into the Google search bar produce results where you can appear.

Choosing the right keywords is one of the first steps in your marketing strategy. They will determine the structure of your site, the content you publish, and the expected conversion.

Keywords and their semantics will determine the intent that will in itself define the customer profile: an individual? professional? Attorney ? Searching for a lawyer? Looking for simple legal information? Does he have a problem right now? Is he setting up a project that requires your skills? I invite you to read this article to find out more.

Gain customers in your gathering area

This is the most obvious strategy. It mainly depends on the name of your business + the name of your city/region: “Strasbourg City Planning Lawyer” for example. While this strategy is emphatic, it can be difficult to implement. In fact, all of your direct competitors strive to position themselves on these terms: these are the conditions your clients are looking for to choose a lawyer for your legal case.

Competition is fierce, but the volume of connection requests is very high, it is definitely an integration strategy, not necessarily prioritization.
Select this strategy if:
– Your website has already been the subject of your SEO + backlinks strategy
You don’t have a very specific goal, but you are targeting a broad legal issue: construction law or labor law, for example.

What is the expected conversion?
In this strategy, your goal is direct conversion. The potential client has a problem and is looking for a professional lawyer like you. Enter a contact form or make an appointment online. In such a situation, it is interesting to indicate the legal assistance and the price of the consultation, you avoid useless calls.

Multisite local network development

This strategy is the same as the previous one, but it applies to existing practices in several cities. You seek to position yourself on your keywords to trade in each of them.
It is an expensive strategy that involves a significant investment in SEO. Additionally, facing stiff competition in several places, you must rethink your website’s network to create logical semantic cocoons around the targeted place and service.

Please also note that depending on your coverage of the national territory, you can target two types of requests: local keywords such as “Construction Lawyer in Narbonne” and national keywords like Construction Lawyer. The second is more competitive than the first. There is no absolute rule. One of my clients now receives 30% of their new contacts through this strategy with only six major cities covered.

Select this strategy if:
– Depends on local traffic located in several places
– You are willing to spend several thousand, and even tens of thousands of euros on a multi-area strategy.

What is the expected conversion?
Here again the expected conversion is straightforward. However, depending on the nature of your legal issue, you may be required to work remotely. Consider incorporating video conferencing appointment scheduling features and online payment modules to ease your transactions.

Increase the popularity of their specialized content

This strategy targets more specialized lawyers. You are targeting not only a legal topic, but a sub-area of ​​it. You are a corporate law attorney, but have a real specialization in management packages, for example. You will also not target one or more websites. You target specific issues that your customers are willing to contact you for remotely.

Keywords will bring in less traffic, you will receive fewer files, but you will be able to justify the higher prices: all your content will serve your status as an expert.
This strategy is aimed at lawyers who target individuals with specific problems such as notarial liability and lawyers who target specific people in the company: a DAF, CFO or even a CEO in the hotel and restaurant industry, for example.

The keyword and its lexical structure make it possible to target a company’s hubs very precisely. The degree of technical accuracy of the order will make it possible to target a simple layman, a professional or even a specialist. This is how I describe it page.

In fact, double content will be preferred: content that targets user requests, aims to position itself in search results and specific content, which is not searched much, but brings a lot of value to a particular customer profile.

Let’s illustrate this method with an example: You will seek to attract your prospects to the keyword “SCCV”, a particularly sought-after search term. This page should put itself in the search results and then bring you visitors. You will then create several subpages such as “sccv taxation” or “sccv for a property dealer”. These pages will not aim to position themselves on Google, but rather to convert your visitors: you make them want to contact you by responding to some specific issue.

This strategy is called inbound marketing. You are no longer polling your potential prospects, but you are attracting them to you through SEO.

This allows you to retrieve the contact details of your visitors and get accurate information about their problem: the request that prompted your potential customer to contact you guides you in your future business relationship.

  • Select this strategy if:
    – You are starting a new website
    You target very specific customers with special needs
    – You don’t have a site that is famous and powerful enough to place yourself on commercial orders
  • What type of conversion is expected:
    • You will target an indirect conversion. Your potential customer is not always aware of their problem. He explores and seeks answers to his questions. If you can provide them with these answers, you can get them to sign up for a webinar, training, or even a digital guide. From then on, you can restore his contact details and you can call him back to establish your first business contact.

Launching additional offers and services

This strategy is powerful in case of launching new services. Lawyers often get creative in their service offering: professional training, new consulting positions, etc.
SEO becomes a formidable ally when these new service offerings are launched: a really powerful and well-referenced website that will make it easier to position your future keywords. You can easily attract hundreds, and even thousands of potential customers.

Which strategy to choose?

In the best of all worlds, choose them all. In fact, ask yourself these questions:

  • Am I a specialist?
  • Am I a legal expert?
  • Do I have solid experience in a particular topic?
  • Can I work remotely? do you want it
  • Do you primarily practice litigation or advice?

Sometimes, your answers will lead you to choose a local SEO that is related to expert SEO. Let’s take an example of real estate law: You can support any issue with great AirBnB experience and seasonal rentals.

Remember, SEO has a snowball effect, each action adds a stone to the building and then makes your next strategy easier to deploy.

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