Link Building for Lawyers and Law Firms

SEO, Creative, Legal & Law Firms, Strategy

Whatever your specialty, chances are high that potential clients will find you on the internet. Google currently represents 92% of all internet searches, so ranking highly in Google searches is key to generating new leads and finding customers online. When there are multiple inbound links to your website, Google sees you as a credible answer to internet searches, boosting your performance and making it easier for leads to find you. Link building for lawyers helps you get more of them. 

What is Link Building? 

Link building means increasing the number of links to your website. One of the most common ways to do so is through backlinks. Whenever an external site uses your website as a source for a blog post, article, or another form of content, they create a link back to your website. 

Link building refers to the practice of generating more of these links. As a law firm, you have plenty of opportunities to build links because of your expert knowledge. 

How Do You Create a Link Building Strategy? 

There are many ways to generate links, but the most important rule of link building is that your links should be organic. You shouldn’t buy links, or partner with irrelevant businesses to generate new links for your site. Here is how to create a link-building strategy that works. 

Find the Right Websites

Ideally, your backlinks should come from websites your audience is already reading. Before you start asking everyone you’ve ever worked with to co-author content, compile a database of websites your target leads are already reading. 

You also want to look for websites with a high domain authority (DA), helping ensure that your backlinks are coming from reputable websites.

Produce High-Quality Content

One of the best ways to get links is by creating content that people would want to read and share. When you’re creating valuable content, it mproves your likelihood of being used as a source. Content also helps you establish your credibility as a lawyer and build trust with potential clients. 

Start by looking at website analytics to see what types of content generate the most traffic. Build on these topics with well-written blog posts or engaging videos that others will be more likely to use as source material. 

Approach Your Chosen Sites

When you know what types of content resonate with your audience, find other websites that may be a good fit for these posts. Contact editors or marketing personnel at websites you included in your database with guest post ideas. 

If they accept, write posts that appeal to your audience and their audience. Once your post is published, ideally they’ll add a link to your website. If you don’t have a database of desired websites, approach vendors, law associations, and others who may be a good fit for your audience. 

See What’s Already Out There

Take advantage of links that already exist. Have your marketing team do an internet search for your company and see where others are already mentioning your firm. Click on the existing links to make sure they aren’t broken. 

If you run across a website that has a broken link to your website, reach out to them and ask them to fix it. Provide the correct link if needed. 

Make Use of Social Media

If you’re not already on social media, you are likely missing out on marketing opportunities. Social media is a crucial part of SEO, and it can help you with your link-building strategy. When you start following publications and related companies, you increase their chances of seeing your content. 

Social media also lets you build relationships with clients and others in the industry. Get in the habit of sharing your best content and related content from other websites on your social media. When you share others’ content, they may be more likely to return the favor, increasing your backlinks.

Be a Valuable Resource

Sharing your expertise with others helps you establish yourself as a credible authority, and one way to do so is through your local media. If your firm has a PR team, you may already have media contacts. If not, become a resource on websites like Help a Reporter Out (HARO) and others. These sites provide your contact information to journalists in need of sources. 

When you’re quoted in stories related to your industry, reporters usually link back to your site. Whenever you accept an interview request, provide the journalist with your website and ask them to add a link within the story. 

Let Single Origin Help

Link building can greatly improve your marketing efforts, helping you move up in search rankings. But it also takes time. Save yourself some of this time by letting Single Origin help you create and execute your link-building strategy. Find out more by contacting us today. 

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