The Solution

• Extensive keyword research was conducted reviewing Google keyword search query data, as well as People Also Ask and AI search fan out query data to determine the target entity and keyword strategies for 4 different B2C and B2B audiences including employees, employers, professional deputies and community care legal advice seekers.
• Technical AI search and SEO consultancy was provided to architect the legal advice website content so that both humans and AI agents could read and understand all the content types across legal advice services, frequently asked questions, case studies, reviews, images, videos and blogs.
• AI SEO consultancy identified that where a Google AI Overview snippet showed factually incorrect information, rather than removing the reference from the website and risk reducing AI search visibility for the relevant terms, to instead expand the explanation to explicitly state what Martin Searle Solicitors services were provided and not provided.
• Metadata, URL and content for employer discrimination, bulk settlement agreements and Court of Protection pages were precisely optimised and expanded to target one entity topic and their keyword variants on a per page basis using semantic header structure, expert authored content by the Martin Searle team, short paragraphs with sub headings and relevant internal links to related pages using exact match hyperlink text containing the matching target keyword for the destination page.
• Brand authority engineering SEO consultancy included competitor reverse domain authority analysis and press release optimisation for Mind The Bump maternity and pregnancy discrimination, Disability Matters disability discrimination, Menopause Matters menopause discrimination and Social Care Funding Matters paying for care and NHS continuining healthcare campaigns to match the target entity and related keywords within the press release title, first paragraph and hyperlink to associate the corresponding landing page URL on the website with the target keywords.
• Local and national brand profile optimisation was implemented across Google Business profiles, independent reviews platforms such as Google Reviews and ThreeBestRated, as well as social media brand profiles across YouTube, Instagram, Facebook and LinkedIn to associate every brand mention of Martin Searle Solicitors with the most relevant local and national target keywords such as “employment law solicitors Birmingham” and “court of protection solicitors Brighton”.