How Attorneys Can Properly Utilize Link Building

Search engine optimization (SEO) is one of the most important tools in digital marketing. This collection of tactics provides your business with the opportunity to stand out in search engines and appear at the top of searchers’ results pages.

Many people associate SEO with keywords. Though this is undoubtedly one aspect of the system, keywords are only a small part of what makes SEO work. You need to implement more than just keywords to fully harness these tactics.

Link building is a crucial aspect of SEO that many law firms look over. However, your digital marketing efforts aren’t working at full capacity without this tool. This leaves room for your competitors to steal your clients and provides opportunities for you to fall in website rankings.

With a basic understanding of link building, you can approach SEO for your law firm more comprehensively and effectively.

What Is Link Building?

Before we discuss how to execute link building, it’s important to understand what it is. At its core, this tactic encompasses getting links to your website on other websites across the internet. When other websites link to yours, it implies to search engines that you hold a position of authority on a topic. Therefore, the engine considers this when pulling results for internet searches.

This is just one way that search engines can place website results in order of relevance. Because there are so many websites on the internet that are likely to match any given search, the engines sort them by most specific categories such as keyword matches and expertise in a topic. Then, when your link is referenced and used via other websites, the search engine believes that your expertise has warranted a higher position on the results list.

Quality Over Quantity

Many people mistakenly believe that they need to have their links on multiple websites to properly execute link building. Unfortunately, this is not the case. When you begin your link-building efforts, remember that you want to have one quality link over several mediocre links. A quality link is well-placed and actually benefits the reader. This leads to more clicks and better conversions for you.

How to Link Build for Your Law Firm

When you’re working on link building for a law firm, there are some considerations to keep in mind. This process can be tricky, so it’s best to be as intentional as you can be with how you place links to your firm’s website. These are some essential tips to ensure that you have the maximum impact with the fewest number of links.

1. Create Evergreen Content

It’s important to have high-quality content to link to if you want to successfully link build for your firm. Time-sensitive or niche material will not make good links. However, properly detailed content with timeless and relevant information makes a great link. Users are more likely to respond to this content and use it as intended, rather than clicking on your site and then bouncing off again when they realize that you don’t have what they need.

For example, rather than posting a lot of information about specific cases your firm has won, consider writing more general informational blogs and articles. The information will remain relevant, and more people will need it.

2. Know Your Audience

Whether you want to expand your current audience or pull in a new demographic, it’s essential to know your audience. Understand what they need and want from your firm, as well as their habits outside the legal realm. Hobbies, interests, concerns, challenges, and needs are critical factors in understanding your target.

Once you understand them, you can place your links more strategically on sites they are likely to visit. This focuses your links on people who are likely to need your services and who exist in a desired demographic for your firm. Many law firms can build different areas of their business this way.

3. Reach Out

Link building involves collaboration with other websites where both parties benefit. They benefit from linking to reliable content, while you benefit from having your link where your desired demographic will see and use it. Ask potential websites if they’d be willing to link to your content. You can even offer to post new articles or blogs that are more relevant to their content (while remaining on-brand for you, and evergreen). Though not all websites will say yes, you’ll find more success than you may expect.

4. Don’t Forget Social Media

Social media links are powerful as well. Don’t underestimate how beneficial it can be to link your information to other companies’ social media pages. This area may be a bit more competitive, but it’s still possible to build links on social media with high-quality content.

5. Practice Patience

The aim of SEO, and therefore link building, is to bring more and more people to your site. It’s important to remember that this is a process that requires patience. SEO results often compound on themselves, so the metaphorical ball may take a while to get rolling. Don’t feel discouraged if you don’t feel like your link-building efforts are working effectively. You’ll likely see increasing results as time goes on.

Trust a Professional

One of the best things you can do for your law firm’s website is to hire a digital marketing specialist to help you with your link building. As mentioned, this process can be complicated, and there are many moving parts. In addition, it requires you to be involved in your website and that you develop a strategic plan for how it will grow.

Without prior experience, this process can be particularly overwhelming. Many law firms do not have the time or expertise to properly execute SEO and opt to skip it altogether. This harms your business and limits the number of people you can help with your services.

Our team at RizeUp Media has been specializing in SEO and digital marketing for law firms for many years. This niche industry gives us the background to truly help your firm’s website grow and thrive. We understand not only the digital marketing world but also the legal one. This intersection of understanding makes us the best digital marketing firm to help you succeed.

For more information or to schedule a consultation, please contact our team online.