SEO for Professional Services Companies
I provide SEO consultancy for professional services businesses, including HR and recruitment firms, legal and financial services, consultants, training providers and other B2B service businesses. I help them increase their visibility for the services they provide, the industries they work with, and the questions and problems their potential clients are searching for.
My Approach to Professional Services SEO
Professional services SEO is about making your expertise as visible and understandable online as possible.
My approach is to make sure your website clearly communicates what you do, who you do it for and why potential clients should choose you, while creating relevant entry points for the different ways people might search for your expertise.
For most professional services businesses, service pages should be at the centre of the SEO strategy.
I'll look beyond your broad top-level services to identify opportunities for dedicated pages around individual services, sub-services, packages and relevant combinations of services.
But services are only part of the picture. Potential clients may search based on their industry, a specific problem they're trying to solve, or an outcome they're looking to achieve. Industry pages, case studies and useful informational content can therefore create additional entry points into the website.
People matter too. In professional services, individual partners, consultants and specialists may have considerable expertise and reputation of their own. Well-developed people profiles (that are properly connected with relevant services, content and external profiles) can help demonstrate the experience and expertise behind the business.
And because E-E-A-T and authority are particularly important for professional services, I'll look beyond the website at the wider digital footprint of both the organisation and its key people.
My Approach to Professional Services SEO
Professional services SEO is about making your expertise as visible and understandable online as possible.
My approach is to make sure your website clearly communicates what you do, who you do it for and why potential clients should choose you, while creating relevant entry points for the different ways people might search for your expertise.
For most professional services businesses, service pages should be at the centre of the SEO strategy.
I'll look beyond your broad top-level services to identify opportunities for dedicated pages around individual services, sub-services, packages and relevant combinations of services.
But services are only part of the picture. Potential clients may search based on their industry, a specific problem they're trying to solve, or an outcome they're looking to achieve. Industry pages, case studies and useful informational content can therefore create additional entry points into the website.
People matter too. In professional services, individual partners, consultants and specialists may have considerable expertise and reputation of their own. Well-developed people profiles (that are properly connected with relevant services, content and external profiles) can help demonstrate the experience and expertise behind the business.
And because E-E-A-T and authority are particularly important for professional services, I'll look beyond the website at the wider digital footprint of both the organisation and its key people.
Service Architecture & Search Intent
Professional services websites often group a significant amount of expertise under a relatively small number of broad service pages.
One of my first tasks is to understand the full range of services you provide and how potential clients actually search for them.
That might mean creating dedicated pages for individual services, sub-services, packages or combinations of services, rather than expecting a single page to rank for everything related to a broad area of expertise.
I'll also look at the hierarchy and internal linking between these pages, creating a logical structure that helps users navigate your offering while making it easier for search engines to understand your areas of expertise.
Industries, Problems & Case Studies
Your potential clients won't always search for the name of a service. They may be looking for a specialist who understands their particular industry, problem or circumstances.
Where appropriate, I'll identify opportunities for dedicated industry or sector pages that explain how your expertise applies to the specific audiences you work with.
Case studies are another important part of this. As well as demonstrating experience, well-structured case studies can target much more specific searches around the problems you've solved, work you've delivered and outcomes you've achieved.
Together, these pages create additional, highly relevant entry points into your website beyond your core service searches.
Content Strategy & Topical Authority
A professional services blog shouldn't simply be a collection of company news and occasional articles.
I'll research the questions, problems and topics your potential clients are searching for and use these insights to develop a useful content strategy around the areas where you have genuine expertise.
I'll also look at how your existing content is organised. Articles should be grouped logically into relevant categories and topic clusters, with strong internal linking between related articles, services, people profiles and other important pages.
The objective is to build a useful body of content around the topics you want your organisation (and its experts) to be known for.
E-E-A-T, People & Digital Authority
For professional services businesses, who is providing the advice can be almost as important as the advice itself.
I'll look at how key people are represented across the website, including their profiles, areas of expertise, articles, case studies and other contributions – and how these connect with their wider professional footprint.
I'll also look beyond the website at existing PR, partnerships, sponsorships, professional memberships, speaking engagements, publications and other third-party mentions.
Professional services businesses often already have strong relationships and publicity that can contribute to SEO. Sometimes it's simply a case of bringing some "SEO thinking" into these activities – identifying legitimate opportunities to earn links and ensuring mentions of the organisation and its experts are properly connected back to the website.
On-site, appropriate Schema.org markup, author information, internal linking and cross-linking to authoritative external profiles can help reinforce these relationships and give search engines and AI platforms a clearer picture of the people and organisation behind the content.