Updated: Aug 20
Law Firm Link Building Tips For Lawyer SEO
Link building is a Lawyer SEO tactic to increase the number of incoming links pointing to your website. Backlinks to your content indicate that others find it meaningful and relevant, increasing the chances that users looking for related information will be interested in your content.
Important Caveat: Not All Backlinks Are Good
Backlinks can boost your search result rankings in a way On-Page SEO can't. Inbound links count as "votes of confidence" towards your domain authority, but not all "votes" are good.
How backlinks work is this: when a site links to your domain, search engines associate you with theirs. So if a reputable and well-established domain links to you, that means you're considered trustworthy and relevant by those websites.
However, the same thing applies to spammy and untrustworthy domains. If content farms and spam-filled domains have inbound links pointed at you, your domain is immediately associated with them.
Too many of these bad links pointing to you can severely affect your rankings. When this happens, disavow these toxic backlinks immediately.
How Can You Get Law Firm Backlinks?
1. Write For Citations
Many legal firms create unique content that users can't get anywhere else, which serves as a valuable resource or solves a common industry problem. The plan is to create something that other websites will eagerly link to or site as the source material for an idea or claim.
Some legal content that can be linkable citations include the following:
Writing well-written and exhaustive content about specific law-related topics can get you cited by bloggers and editorial writers alike. So don't skimp on the quality of the posts you're writing for your legal blog.
Remember: For writers to find your content and use them as references and citations, you need to promote and optimize to rank higher in the search results. Implement Lawyer SEO strategies alongside your content creation to make sure it reaches the audiences that need to see it.
2. Unlinked Mentions
Speaking of citations, sometimes writers forget or fail to link your domain even when they reference you and your content in the article or blog.
Unlinked mentions are when you or your law firm is mentioned by name on another website, but there is no backlink to yours. Finding these mentions, contacting the website, and asking them to link back to your site is a simple link-building approach.
3. Get Listed On Lawyer Directories
Business directory listings could include your law firm's contact information as well as links to your website. In addition, it may allow online reviews and display a list of your firm's legal experience in some listings. Having your law firm listed on these directories can attract traffic from audiences who might not have found you through search results or social media.
Some of these directories will list your law firm with or without a fee. If your law firm isn't in the listing, you can request to be added. If you decide to set aside money to get listed on paid directories, consider whether the cost is worth the amount of visibility and traffic you'll receive.
Remember: The rule regarding the quality of the backlinks still applies to directories. So make sure you're not asking to be listed on spammy and content farming websites.
4. Guest Posting
Because getting cited by blogs and online publishers isn't always easy, you may need to take action on your own.
Submitting content to a third-party domain is known as guest posting or guest blogging. Guest posting is used to increase the number of links to a writer's website, improve domain authority, and boost their search engine rankings.
You contribute free instructional content to a website in your niche. And because you're giving it up for free, you have the unwritten right to link to one or more pages on your law firm's domain.
Your guest posts must be unique, high-quality, and written in the tone and style of the publication you want to write for. Guest posts are not only a terrific way to gain new audiences, but they also get you good backlinks that bring people back to your website.
You don't have to wait for links and citations as long as you provide quality content that the publication's editors approve.
5. Get Interviewed
Much like article citations, interviewers might link to your website or contact information when they publish a feature.
When someone emails or approaches you for an interview, they'll likely offer to include backlinks to your website. If not, you can ask them to link your domain for when you or your firm is mentioned in the feature.
Remember: Carefully choose who you agree to do an interview with. Look at their site, content, and online reputation before associating your professional practice with them.
What Can LawyerLeadMachine Do For You?
Lawyer SEO requires multiple steps that cumulatively increase traffic and conversions. Link building is a good off-page SEO strategy that will expose you to bigger audiences and boost your overall domain authority.
To get started on your strategy, you can review options here.