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Targeting a qualified audience, generating leads: today, paid search is an effective marketing lever. But not everyone uses SEA (Search Engine Advertising)! What about in the highly regulated world of the legal and accounting professions? How do you get your website to rank higher on Google so that you appear in pole position on the web?
Have you ever paid attention to the Google, Yahoo or Bing ads that appear after your search? Around 30% of Internet users click on these sponsored links. But do all professions have the “right” to advertise on Google and buy keywords? Lawyers, notaries, chartered accountants, bailiffs – are you concerned?
SEA, who has the right ?
Yes! for lawyers …
… as long as you notify the Ordre. The CNB’s Commission des règles et usages has issued a very clear opinion on the subject:
“Yes, the purchase by lawyers of sponsored links on the Internet for the referencing of their firm is advertising, which is authorized. However, it should be verified that the sponsored links correspond to an activity and proven competence of the firm” (Opinion no. 2012-032 of July 11, 2012).”
Decree no. 2014-1251 of October 28, 2014 has, moreover, enshrined the right for lawyers to resort to personal advertising, using various tools enabling them to highlight their services (media, website, app, sponsorship, conferences, etc.).
Green light for chartered accountants too
For chartered accountants, the purchase of advertising space in the press and on the Internet is authorized. It will be necessary to ensure that inserts comply with the conditions of article 152 of the decree of March 30, 2012, notably on the absence of comparative elements, the veracity the dignity of the content.
Go for bailiffs since 2019!
Gone are the days when bailiffs found their clientele solely through word-of-mouth. Google referencing is an integral part of their development strategy, and the purchase of a keyword such as “huissier Grenoble” or “huissier conflit de voisinage Paris” has been possible since 2019, as long as it does not contravene ethical rules: “In particular, the purchase of keywords must not damage the reputation of others, nor constitute an act of unfair competition or mislead. In particular, the purchase of keywords corresponding to the name of a competing office or colleague is prohibited”. (Règlement Déontologique National des Huissiers, art. 9).
Red light for notaries!
No Google Ads, however, for notaries to date. Article 4.4.1 of the Règlement national des notaires prohibits the use of personal advertising, and therefore the purchase of keywords and advertising inserts.
But don’t panic! It is possible to implement a natural referencing strategy. As Anne Marchand, Editorial Director at Eliott & Markus, explains, “Compliance with ethical rules is perfectly compatible with a communication strategy based on the notary’s expertise. In this case, SEO will consist in optimizing the writing of the various contents produced on the site thanks to the definition of an appropriate semantic cloud”. The content will then be indexed by Google and gain visibility on the web.
How do I go about effective SEO ?
First of all, it’s essential to choose the type of campaign best suited to your objectives, and to select the keywords that will be searched for by the Internet users concerned by your ad.
Then define the campaign criteria to optimize the cost per click. All search engines operate on a pay-for-performance basis. SEA allows you to set a daily budget, and ads will stop once the amount has been reached.
Here are a few avenues to explore:
– Refine your choice of objectives and campaign type;
– define your targets correctly;
– analyze your competitors’ Ads campaigns;
– choose the right keywords;
– exclude negative keywords. If you choose broad queries, be sure to exclude keywords that represent needs you can’t meet;
– create well-organized ad groups with attractive titles. A direct style with a call to action is very effective. If possible, use an extension.
WARNING, choosing the right keywords is a fundamental step in anticipating your target’s search intentions, writing the ads and enabling you to achieve your objectives.
To find out more
Vade-Cum, La communication des avocats, 2020
