I am looking for an SEO / SEM person to help out for a website that I am building. The site is for a lawyer who is part of a boutique practice. The practice website is very 1990s in its style and this lawyer is looking to build his own website to market his speciality (IP, contract and Technology law) but without killing any of the organic traffic that he may get from the existing practice website. The individual lawyer's new website's purpose is transactional searches e.g. user types in Google "IP lawyer <name of city>" and is taken to this lawyer's site. It's important to point out that a lot of his business comes from other lawyers seeking someone who has a specialism in what he does. He rarely (if ever) goes to court and he does not deal in malpractice or "no win no fee" business.
Ideally the SEO / SEM person will have experience in doing this kind of work for lawyers or other professional services organisations (e.g. accountants, financial advisors).
Specifically I need the following:-
1) url strategy including TLD, list of static urls to use, 301 / canonical approach to duplicate content
2) Briefing for the designer, developer and copywriter as to what they should / should not do. This needs to be specific guidelines not generic information that they could get from reading something such as [url removed, login to view]
4) Advice on what content we can use to keep the site fresh. Lawyers typically cannot blog about legal matters as they may work for either side of the case and can get in trouble with the bar association.
5) Keyword research and selection (really interested in long tail / high conversion keywords). Need words for Google Ads and Google Organic search.
6) Link Building. Looking for thoughtful approach and care here, not lots of spamming of forums etc.
6) Review of the website copy with particular attention to the Title Tags, Meta Descriptions and Rich Snippets. Needs to work directly with the copywriter and agree to changes in copy to support SEO / SEM requirements. Looking for insight not keyword stuffing!
7) FInal review of the site and ongoing support for SEO / SEM marketing. Ongoing support is very important particularly related to improving keywords, and continued efforts regarding (legitimate) link building.
Although the above sounds like a lot, the actual website is probably only going to be more than 20 webpages.