Services Used:
Meet Oon & Bazul
Oon & Bazul is a Singapore law firm and commercial legal practice. The firm describes itself as a large leading commercial practice, with lawyers known for delivering high-quality work and helping clients achieve success. Its website also highlights recognition from leading legal publications and includes notable cases across disputes, arbitration, shipping, banking, trade finance and cross-border matters.
The initial challenge
Oon & Bazul partnered with First Page to build SEO presence from scratch within the legal industry, a high-trust and extremely competitive field for organic search.
The brand had no meaningful presence for non-brand keywords on Google Search. This limited its ability to reach users searching for legal services, commercial disputes, arbitration, shipping law and other practice-area related queries.
The legal SERP was also dominated by established firms and high-authority competitors. To compete, Oon & Bazul needed more than basic keyword optimisation. The website had to demonstrate credibility, expertise and relevance in a way that search engines could clearly understand.
Another challenge was the technical depth of legal content. High-trust and high-context legal pages required careful structuring, subject knowledge and alignment with what Google prioritises for legal service queries.
First Page developed a legal SEO strategy focused on building search relevance, authority and credibility from the ground up.
The first priority was entity-based service-page optimisation. First Page identified key entities and structural signals that Google looks for, then ensured each service page followed a strategic structure tailored for search understanding.
Next, the team worked closely with Oon & Bazul to curate case studies and precedents. Case studies were critical for legal-industry search results because they demonstrated experience, proof of capability and relevance to complex legal matters.
First Page also aligned content structure with user intent and legal-sector expectations. This helped Oon & Bazul’s pages communicate expertise clearly while supporting search visibility for non-brand legal queries.
Together, these efforts helped the firm improve clicks, organic conversions and Page 1 keyword visibility in a highly competitive legal search environment.
