Updated: Aug 20
4 Tips On Internal Linking For Law Firm Websites
Internal Links are links from one of your pages to another, all within your website or domain. They can be used by both your site visitors and search engine crawlers. How your pages are linked on your website tells both crawlers and users what and where everything is.
Links are a huge part of Lawyer SEO, and they serve to benefit you in many ways:
They're used by search engines to crawl and index your website.
Links can be a great way to organize site structure.
You use links as a way to cite previous blogs and content.
Anchor texts can give context to what a page is all about.
Users can use links to easily navigate your website.
These don't include the benefits of external or outbound links, which are another SEO factor you build off-page. In this post, we'll focus on On-Page Lawyer SEO by exploring how to optimize your domain's internal linking structure.
1. Decide Which Pages Are Most Important
Your internal links can denote which pages are the most important on your domain. Oftentimes, the most-linked page is the homepage—which makes sense for most websites. Whatever page is the second most-linked, then it's the second most important page, and so on.
Organize and establish the hierarchy of your pages by the number of links pointing to them. For example, other than your homepage, make sure to link to your landing pages, About Us page, contact information, and areas of law.
Remember: You can't link every word on your site to another page since search engines might think it's spam. Hence, practice some restraint and be selective about the pages you link to and from.
Internal linking spreads link equity across your site, assisting underperforming pages in ranking higher in Google's search engine results pages (SERPs).
2. Avoid Putting Too Many Links On One Page
Internal linking is, without a doubt, an important factor in Lawyer SEO. However, it's also important that you do not go overboard with your internal links.
As mentioned, don't try to link every second word on a new page. If you have too many internal links, Google will consider your site spammy or low quality. And, as you probably already know, spam and low content pages tend to rank poorly in the search results.
3. Make Sure Your Links Can Be Crawled By Search Engines
Users will only see your web pages in search results if Google is able to crawl your site and follow your links. This allows search engines to gather as much data about the content, keywords, and other optimizations you have done on the site.
Remember: This is also a good time to make sure that none of your links have the rel=nofollow tag.
4. Optimize Your Anchor Texts
Anchor texts are the words you highlight when linking to another page. In short, it's the text you use for your hyperlinks. Optimizing your anchor text for relevant keywords helps search engines and users understand what page (and type of content) you're linking to.
You can also use the primary keyword for each page you link. For example, if you want to link a page that's optimized for the search term "California Personal Injury Lawyer" then use the same keywords (or related ones) as anchor text for links.
Here are other anchor text optimization tips to help you out:
Use descriptive anchor text that gives the reader an idea of what you're linking to.
Internal links should be contextual or relevant. Otherwise, crawlers might think you're trying to spam to rank higher.
Don't make them too long. Limit the length of your link text to a few words or a sentence.
Use keywords you want to compete for, but don't overdo it.
Avoid adding extraneous text that makes it harder for users to understand or navigate.
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