strategy for law firms

Creating an Effective Link Building Strategy for Law Firms

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One of the two most critical and dependable ways to improve a website’s traffic and SEO is link building—The other being writing valuable content based on keyword research. Whereas content can take months, if not years, to help your website rank, the results of good link building are remarkably faster.

Link building is an important part of an SEO agency’s strategy. And it’s not hard to see why. Getting backlinks from well-known sites (essentially, domains that are considered to be high-authority in a particular niche) can increase your website’s authority directly. This, in turn, helps you rank for more keywords in the niche.

Links pointing to your website are called backlinks. The more “good” backlinks a domain has, the more authoritative it’s considered. Links that are relevant, permanent, embedded naturally, and coming as “dofollow” are better. One such link from an authoritative domain can be worth a hundred links from smaller websites.

And not to mention that a single good backlink from a reputable website can remarkably improve your website’s traffic.

That being said, it doesn’t mean that medium-authority websites don’t have any impact. And these are the websites that you’ll most likely begin with.

Getting these backlinks isn’t easy, however. Unless you hire a Chicago SEO agency or contract some SEO services for lawyers, you can’t expect to get very far on your own. But that changes today! In this guide, we will offer some practical tips to create an effective link building strategy for your law firm in easy steps.

Create High-Quality Content

Develop high-quality, informative, and valuable content that others will find useful and want to link to. This can include blog articles, whitepapers, case studies, and legal guides.

The content should be well-researched, unique, and address common legal questions or concerns. High-quality and valuable content increases the likelihood of other websites linking to it.

At first, your website won’t be discovered even if someone tries very hard to find it. So, have patience and wait for your website to start ranking first.

Identify Relevant Link Opportunities

Once you have a good website with ample content, start identifying relevant websites and online platforms within the legal industry that could potentially link back to your law firm’s website. Look for legal directories, industry associations, legal blogs, and authoritative websites that publish legal content.

1. List potential link opportunities that align with your practice areas and target audience.

2. Contact all these websites personally for a link exchange or guest posting opportunity. The better your website, the higher your chances of getting a positive response.

3. Tell them how something from your site will be a complementary addition to the data on one of their pages, for example.

Outreach and Relationship Building

Reach out to website owners and bloggers in the legal industry to introduce your firm and share your content. Personalize your outreach messages and explain how your content can benefit their audience. Building relationships with influential individuals and organizations in the legal field can lead to link opportunities and guest blogging opportunities.

Keep your expectations grounded, however. The majority of authoritative websites will either ignore your request or ask for a charge.

Guest Blogging

Look for opportunities to contribute guest blog posts on reputable legal websites or blogs.

Guest blogging allows you to showcase your expertise, reach a wider audience, and earn valuable backlinks to your website. Ensure that your guest blog posts are well-written, informative, and provide value to the readers. Include relevant links back to your law firm’s website within the content or author bio.

You might what the help of SEO audit services first to identify opportunities. Most SEO service providers, for example, have an extensive network of websites that accept guest bloggers. They will be able to find good websites for your legal practice following an audit.

Local Citations and Directories

Submit your law firm’s information to local directories and legal citation websites. These platforms can provide valuable backlinks and improve your firm’s visibility in local search results. Ensure that your business information is consistent and accurate across all directories.

Monitor and Manage Your Backlinks

Regularly monitor your website’s backlink profile to identify new opportunities, ensure the quality of incoming links, and address any toxic or low-quality links. Use tools like Google Search Console and third-party SEO tools to analyze your backlinks and disavow any undesirable or spammy links that may harm your website’s reputation.

Professional guidance, such as that from SEO consulting services, can be useful here in setting up tools and workflows that can continually monitor and manage your backlinks before they do any kind of damage.

It’s not rare for low-quality links, links from PBNs, or links from spam websites that link to almost every type of website in bulk to damage your website’s authority beyond repair.

Engage in Legal Communities

Participate in online legal communities, forums, and discussions related to your practice areas. Engaging in conversations and offering helpful insights can establish your expertise and lead to link opportunities when relevant. Be mindful of forum rules and guidelines and avoid overly promotional behavior.

Google loves a healthy mix of “dofollow,” “nofollow,” and “UGC” links. The latter two are links that indicate the social presence you have. Links you can create on forums (for example, as an answer to a legal question where you link to a guide on your website) are typically nofollow or UGC.

Wrapping Up

Creating an effective link building strategy is crucial for improving a law firm’s website’s search engine rankings and driving organic traffic. Hopefully, our tips helped steer you in the right direction.