SEO · search engine optimization
SEO for professional firms: be found on Google and Bing by the right clients
Oltre Digital does SEO for law firms, accountants and other professional firms in Belgium, Italy and Europe. Oltre Digital fixes the technical base of your site, writes pages that answer what clients search for, strengthens local search on Google and Bing and reports every month, in English, Italian and French.
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Definition
What does SEO mean for a professional firm today?
SEO, search engine optimization, is the work that makes a site appear in Google and Bing for the searches of potential clients. For a professional firm it means fewer but more qualified visits: “tax adviser for expats in Brussels” is worth more than “tax”.
Since AI assistants with web search draw on the same indexes, ChatGPT search and Copilot on Bing, Gemini on Google, good SEO is also the base of AI Search Optimization.
Why now
How is search changing for firms that depend on Google?
Search results now often start with an AI summary, and fewer people click through. The firms that still get the click are the ones with the clearest, most specific answer.
8%
of Google visits with an AI summary ended in a click on a traditional result, against 15% when no summary appeared (US).
Source: Pew Research Center, July 2025
58%
of adults in Pew’s US panel ran at least one Google search that showed an AI summary in March 2025.
Source: Pew Research Center, July 2025
−25%
is the drop in traditional search engine volume that Gartner forecast for 2026, as users move to AI chatbots and agents.
Source: Gartner, February 2024
How it works
What does Oltre Digital do in an SEO project?
- Technical audit. Speed, indexing, mobile usability, structured data and, for multilingual sites, hreflang. Problems are fixed in order of impact.
- Search intent and content. Oltre Digital identifies the searches that bring clients, not just visitors, and writes or rewrites the pages that answer them.
- Local search. Google Business Profile, Bing Places, professional directories and reviews are completed and kept consistent, in every language the firm works in.
- Authority. Mentions and links from relevant sources: professional associations, local media, partners and publications.
- Monthly reporting. Search Console, Bing Webmaster Tools and form data in one short report, with the next actions.
Comparison
In-house, freelancer or agency: which SEO setup suits a firm?
| In-house (partner or staff) | Freelancer | Oltre Digital | |
|---|---|---|---|
| Time asked of the firm | High | Medium | Low: reviews and approvals |
| Skills covered | Usually content only | Often one specialism | Technical, content, local and AI search |
| Languages | Depends on staff | Usually one | English, Italian and French |
| Continuity | Depends on workload | Depends on one person | Monthly plan and report |
Frequently asked questions
Is SEO still worth it now that people use AI assistants?
Yes. AI assistants that search the web rely on search indexes: ChatGPT search and Copilot use Bing, Gemini and AI Overviews use Google. A site that ranks well and answers clearly is also the site that AI assistants are most likely to cite.
What does SEO include for a professional firm?
Four areas: the technical health of the site, content that answers what clients search for, local search (Google Business Profile, Bing Places, directories and reviews) and authority from mentions and links in relevant sources.
Does Oltre Digital work on Bing as well as Google?
Yes. Bing has a smaller share of searches than Google, but it powers ChatGPT search and Copilot, so Oltre Digital sets up Bing Webmaster Tools and IndexNow for its SEO clients.
Can SEO work in several languages?
Yes. Oltre Digital writes each language version for its own market, in English, Italian and French, and connects the versions with hreflang so that search engines show the right one.
How does Oltre Digital report on SEO?
With a short monthly report based on Google Search Console, Bing Webmaster Tools and the contact forms: which searches bring visitors, which pages convert and what changed since the previous month.
Free tool
How do AI assistants describe your firm today?
With the free AI Visibility Scan, Oltre Digital checks what ChatGPT, Perplexity and Gemini say about your business and sends you the results.