SEO Services
SEO That Builds Authority, Not Just Rankings
We deliver search engine optimisation for law firms, private healthcare providers, and financial services firms. Our E-E-A-T-first methodology focuses on building genuine authority in regulated industries, because rankings without trust do not convert in high-stakes markets.
What Is SEO for Professional Services?
Search engine optimisation (SEO) is the practice of improving your website's visibility in organic search results so that potential clients find your firm when they search for the services you provide. For professional services firms in law, healthcare, and financial services, SEO is the most cost-effective long-term channel for generating qualified enquiries.
However, SEO for regulated industries is fundamentally different from SEO for e-commerce, SaaS, or consumer brands. Google classifies legal, medical, and financial content as YMYL (Your Money or Your Life), meaning it applies the highest quality standards to this content. Firms that cannot demonstrate E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) through their website will struggle to rank regardless of how much they invest in content or backlinks.
This is why professional services firms need an SEO partner that understands both the technical discipline and the regulatory environment of their industry.
Why Most SEO Agencies Fail Professional Services Firms
For 20 years, SEO meant ranking on Google. That era is ending.
Today, 43% of users start their search with AI tools such as ChatGPT and Perplexity. They are not clicking through ten blue links. They are asking questions and getting direct answers.
When a potential client asks ChatGPT, "Who's the best divorce lawyer in London?" or "Which aesthetic clinic should I choose?", your firm needs to be the answer. Not a link. The answer.
Why This Matters for Professional Services
The firms that AI platforms recommend become the default choice. In high-trust sectors such as law, healthcare, and financial services, being the first name a potential client hears carries significant weight. Research from Princeton University's GEO study shows that content optimised for generative engines receives up to 40% more visibility than unoptimised content, even when the underlying information is identical.
Why Most SEO Agencies Fail Professional Services Firms
They treat YMYL content like any other content. Google holds legal, medical, and financial content to a higher standard than any other category. Agencies that write law firm blog posts the same way they write product descriptions will produce content that Google actively suppresses. YMYL content requires demonstrable expertise, proper sourcing, accurate information, and clear author attribution.
They chase vanity keywords. Ranking for "what is a solicitor" drives traffic but generates zero enquiries—ranking for "divorce solicitor near me" or "private pension transfer advice" drives commercial intent. Most agencies optimise for volume because it looks good in reports. We optimise for intent because it generates revenue.
They ignore E-E-A-T. Google's Search Quality Rater Guidelines place E-E-A-T at the centre of content evaluation for YMYL topics. If your firm's website does not demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness through visible credentials, author attribution, case outcomes, and third-party validation, no amount of technical optimisation will compensate.
They do not understand compliance. SRA advertising rules govern what law firms can publish. ASA/CAP codes restrict healthcare marketing claims. FCA COBS 4 rules define what constitutes a financial promotion. Agencies that produce non-compliant content create regulatory risk and damage client trust simultaneously.
They cannot connect SEO to commercial outcomes. Traffic reports and ranking charts are meaningless if they do not translate into qualified enquiries and revenue. Most agencies report on metrics they can inflate rather than outcomes that matter to your firm.
SEO Built for Regulated, High-Trust Industries
Trust Before Traffic
Every engagement begins with an E-E-A-T audit. We assess your firm's current trust signals across all four dimensions:
Experience: Documented case outcomes, years of practice, procedure volumes, and portfolio track records. We help you surface and structure the first-hand experience that Google and AI platforms use to evaluate content quality.
Expertise: Credentials, qualifications, registrations, and specialist knowledge. SRA authorisation for solicitors. GMC registration and FRCS for surgeons. FCA authorisation and Chartered Financial Planner status for advisers. We ensure these signals are visible, machine-readable (via schema markup), and consistently represented across the web.
Authoritativeness: Third-party recognition, awards, directory listings, published research, media commentary, and backlinks from authoritative sources. We identify gaps in your authority profile and build a strategy to strengthen them.
Trustworthiness: Transparency, accuracy, regulatory compliance, reviews, complaints processes, and fee transparency. We audit these signals and ensure they are prominent on every page.
This audit produces the roadmap for all subsequent SEO activities.
The Foundation That Everything Else Builds On
Technical SEO ensures your website can be crawled, indexed, and understood by both Google and AI platforms:
- Site architecture and URL structure optimisation
- Core Web Vitals performance (LCP, INP, CLS)
- Mobile-first responsive design audit
- Crawlability and indexation management (XML sitemaps, robots.txt)
- Schema markup implementation (Organisation, Person, Service, FAQPage, Article, industry-specific types)
- AI crawler accessibility (GPTBot, PerplexityBot, ClaudeBot, GoogleOther configuration)
- Internal linking architecture for topical authority
- Redirect management and broken link remediation
- HTTPS and security header configuration
- Page speed optimisation (image compression, code minification, CDN)
For VK Law, our technical SEO work delivered a desktop load time of 0.80s, a 100/100 on-page SEO score, and no Core Web Vitals issues across 53 URLs.
Content That Demonstrates Expertise and Converts
We develop content strategies that meet three objectives simultaneously: rank for commercial-intent keywords, demonstrate E-E-A-T to Google and AI platforms, and convert visitors into qualified enquiries.
Topical authority architecture: We map content clusters around your core practice areas, treatments, or services. Each cluster has a pillar page targeting the primary commercial keyword, supported by sub-topic pages that build depth and internal linking authority.
Commercial intent prioritisation: We prioritise keywords that indicate someone is ready to instruct a solicitor, book a consultation, or engage an adviser. Informational content supports the authority structure, but commercial pages drive revenue.
Content production: We brief and quality-check all content against E-E-A-T requirements, YMYL standards, and regulatory compliance for your industry. Every piece includes proper author attribution, source citations, and structured formatting for AI extraction.
Content refresh cycles: We implement ongoing content updates with visible "Last Updated" dates, because both Google and AI platforms deprioritise stale content in YMYL sectors.
For Edwards Family Law, our content strategy drove a 650% increase in organic traffic and built topical authority clusters across family law practice areas.
Authority You Cannot Manufacture
Backlinks remain the strongest ranking signal in Google’s algorithm and the number one predictor of AI platform citations (SE Ranking, 2024). We build links through:
- Digital PR and media commentary opportunities in legal, healthcare, and financial publications
- Legal and industry directory placements (Legal 500, Chambers, BAAPS, FCA Register, VouchedFor, Doctify)
- Guest contribution to authoritative industry publications
- Strategic partnerships with complementary professional services firms
- Local citation building for geographic targeting
We do not buy links, use link farms, or engage in any practice that could trigger a manual penalty. Every link we build is editorially earned and relevant to your industry.
Dominate Your Geographic Market
For professional services firms that serve defined geographic areas, local SEO is critical:
- Google Business Profile optimisation and ongoing management
- Local citation consistency across directories and platforms
- Location-specific landing pages for multi-location firms
- Review strategy for Google, Trustpilot, Doctify, VouchedFor, Review Solicitors
- Local schema markup (LocalBusiness, address, geo-coordinates)
- “Near me” keyword optimisation
Metrics That Matter to Your Firm
We do not send dashboards full of vanity metrics. Our reporting focuses on commercial outcomes:
- Organic traffic growth (overall and by practice area/service)
- Keyword rankings for commercial intent terms
- Enquiry attribution (which pages generate leads)
- Revenue attribution, where possible (working with your intake team)
- Competitor visibility benchmarking
- AI search citation tracking (ChatGPT, Perplexity, AI Overviews)
- Monthly strategy calls to review performance and adjust priorities
SEO Is the Foundation. Everything Else Amplifies It.
We do not deliver SEO in isolation because it does not work in isolation.
SEO feeds AEO and GEO
74% of sources cited in Google AI Overviews already rank in the Top 10 organically (SE Ranking, 2024). If you do not rank in Google, you will not be cited by AI platforms. Strong SEO is the prerequisite for generative engine visibility.
SEO and PPC share intelligence
PPC campaigns reveal which keywords and messages convert, which we use to prioritise organic content development. As organic rankings improve, we strategically reduce paid spend on terms where you now rank well and redirect budget to new opportunities.
SEO requires a search-first website
Site architecture, technical performance, schema markup, and content structure all intersect with SEO and web development. This is why the same team delivers both.
For Dr Stefano Cotrufo, our integrated approach delivered #1 Google rankings for priority treatment terms (average position ~1.6), #1 ChatGPT citation for plastic surgeons in London, and 8x more revenue from AI search than traditional SEO alone.
SEO for High-Trust Industries
We specialise in three verticals where E-E-A-T requirements are at their most stringent and regulatory compliance is non-negotiable.
SEO for Law Firms
Legal content is classified as Google's highest YMYL category. Practice areas like family law, personal injury, immigration, and probate all require content that demonstrates genuine legal expertise, not generic articles rewritten from competitors. We build topical authority clusters around each practice area, optimise individual solicitor profiles for entity recognition, and structure content for both Google rankings and AI citation. SRA advertising compliance is built into every piece.
SEO for Private Healthcare
Healthcare SEO requires clinical accuracy alongside marketing effectiveness. Patient search behaviour is procedure-specific and often geographically targeted. We build treatment pages that answer patient questions with medically accurate, ASA/CAP-compliant content, supported by practitioner profiles that display GMC credentials, specialist qualifications, and hospital affiliations. Review integration (Google, Doctify) strengthens local visibility and trust.
SEO for Financial Services
Financial SEO must navigate the critical distinction between educational content and regulated advice. Every page needs to build authority and attract qualified prospects without constituting an FCA financial promotion unless properly approved. We build service pillar pages with appropriate risk warnings, educational content hubs that demonstrate expertise without crossing compliance lines, and adviser profiles that display FCA authorisation and professional qualifications.
SEO Results, Not Promises
VK Law
Family Law Practice, London | SEO & Web Management
“991% organic traffic growth. From invisible to dominant.”
The Challenge: A family law firm with a recently rebuilt website that had significant technical issues and near-zero organic visibility. Fewer than 100 visits per month.
What We Did:
- Complete technical SEO overhaul (crawlability, indexation, site speed, Core Web Vitals)
- Content architecture redesign around family law practice areas
- Individual solicitor profile optimisation for entity recognition and E-E-A-T
- Schema markup implementation (LegalService, Organisation, Person, FAQPage)
- Local SEO strategy for London family law searches
- Brand protection PPC campaign against competitor bidding (Stowe, Vardags)
The Results:
- 991% organic traffic growth
- 889 keywords ranked
- 100/100 on-page SEO score (average law firm: 68)
- 80s desktop load time
- 728 keywords on page 1 (up from 148)
- 437 keywords in top 3 positions (up from 13)
Edwards Family Law
Family Law Practice | SEO & PPC
650% organic growth. 80% CPA reduction. 10 to 15x ROI on ads.”
The Challenge: A growing family law practice that was near-invisible in organic search and reliant on expensive paid ads with poor conversion tracking under a previous agency.
What We Did:
- Content strategy and topical authority architecture across family law practice areas
- Technical SEO foundation and site structure optimisation
- PPC campaign restructure with proper conversion tracking
- Landing page optimisation for both organic and paid traffic
- Integrated SEO and PPC reporting showing cross-channel performance
The Results:
- 650% organic traffic growth
- 80% reduction in cost per acquisition
- 10 to 15x ROI on ad spend (client-confirmed)
- 236% increase in PPC clicks on flat spend
- The previous agency was 40% more expensive, with 70% of site issues unresolved
Dr Stefano Cotrufo
Consultant Plastic Surgeon, Harley Street | SEO & AEO
“#1 on Google. #1 on ChatGPT. 8x more sales from AI search.”
The integrated SEO and AEO strategy delivered dominant search visibility across both traditional and AI-powered platforms, proving that strong SEO is the foundation for generative engine citation.
The Results:
- #1 on ChatGPT for plastic surgeons in London
- 8x more revenue from AI search than traditional SEO
- 5x growth in overall search visibility
- Average ranking position of ~1.6 on priority treatment terms
Why Professional Services Firms Choose Us for SEO
E-E-A-T First, Always
E-E-A-T First, Always
We do not start with keywords. We start with trust. Every engagement begins with an E-E-A-T audit because, in YMYL industries, Google's quality evaluation sets the ceiling. Without genuine authority, no amount of content or backlinks will deliver sustainable rankings.
YMYL Vertical Specialists
YMYL Vertical Specialists
We only work with law firms, private healthcare providers, and financial services firms. We understand SRA compliance, ASA/CAP advertising rules, GMC guidelines, FCA COBS 4 requirements, and CQC registration standards. This regulatory knowledge is not something generalist agencies can replicate.
SEO That Feeds AI Visibility
SEO That Feeds AI Visibility
Our SEO methodology is designed to build the authority signals that both Google and AI platforms trust. Strong SEO is the prerequisite for AEO and GEO. 74% of AI Overview sources already rank in the Top 10. We build for both channels simultaneously.
Named Results in Competitive Markets
Named Results in Competitive Markets
991% organic growth for VK Law. 650% for Edwards Family Law. #1 Google and #1 ChatGPT for Dr Cotrufo. These are named, verifiable outcomes from real firms. Not anonymised case studies, not percentage improvements on undisclosed baselines.
Senior-Level Delivery
Senior-Level Delivery
Maximum 10 clients. Sean O'Dwyer, Founder and CEO, leads every engagement. No account managers learning on your budget. No junior teams executing from templates. When you work with Fabled Labs, you work directly with Sean.
You Own Everything
Research-Backed Methodology
Your website, your content, your Google Search Console, your analytics. We manage your accounts and deliver the deliverables. If we part ways, you keep everything and have no dependence on us.
Frequently Asked Questions About SEO
Most professional services firms see measurable improvements within 3 to 6 months. Initial technical fixes can produce quick gains in weeks, but sustainable ranking improvements in competitive YMYL markets typically require 6 to 12 months of consistent work. VK Law's 991% growth was built over 12 months of integrated SEO and web management.
Our retainer engagements start at £5,000 per month and include SEO, AEO/GEO, PPC management, and web management as an integrated service. We do not offer SEO as a standalone service because it works best when combined with AI search optimisation, paid search intelligence, and ongoing technical management.
Referrals are valuable, but they are not scalable and not within your control. SEO builds a predictable, growing pipeline of enquiries from people actively searching for your services. For Edwards Family Law, SEO-driven enquiries now account for 2 in 5 weekly leads, reducing dependency on referral networks.
YMYL stands for "Your Money or Your Life." Google uses this classification for content that could significantly impact a person's health, financial stability, safety, or well-being. Legal, medical, and financial content all fall under this classification, which means Google applies its highest quality standards. Content that does not demonstrate E-E-A-T is actively suppressed in YMYL categories.
Three things. First, we start with E-E-A-T rather than keywords, which is the correct approach for YMYL industries. Second, our SEO methodology is designed to simultaneously improve AI search visibility, as 74% of AI-cited sources already rank in the Top 10. Third, we understand the regulatory compliance requirements of our three verticals (SRA, ASA, FCA, CQC, GMC), which generalist agencies do not.
No ethical agency can guarantee specific rankings. What we can show you is our methodology, our track record (991% growth, 650% growth, #1 rankings in competitive markets), and our approach to building the authority signals that Google rewards. We set collaborative KPIs in Month 1 and review performance formally at Month 3, Month 6, and Month 12.
Monthly reporting focused on commercial outcomes: organic traffic growth by practice area, keyword rankings for commercial intent terms, enquiry attribution, competitor benchmarking, and AI search citation tracking. Plus a monthly strategy call to review and adjust priorities.
They work best together in the early stages. PPC provides immediate visibility and conversion data while organic rankings build. As SEO delivers results, you can strategically reduce paid spend on terms where you now rank well organically. For Edwards Family Law, the integrated approach delivered 650% organic growth and an 80% reduction in CPA.
Ready to Build Sustainable Search Visibility?
Book a free SEO audit. We will assess your current organic performance, benchmark against competitors in your market, and show you exactly where the opportunities and gaps are in your search strategy.
No obligation. 30 minutes. We run a preliminary audit before the call so we can give you specific, actionable feedback rather than a generic sales pitch.