Law Firm Backlinking Basics: When to Invest

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Backlinks are links that direct potential customers to your website from another website. Also known as one-way or inbound links, they help promote your web pages simply because they link to your pages from another source. However, using quality backlinks is crucial. Every law firm must assess whether or not to invest in a backlinking strategy.

Backlinking often requires working with an outside agency or freelancer in order to carry out the ongoing, painstaking work. If you hire someone to help you build backlinks, make sure they have a background in this area and working with legal clients. You will trust this person to choose quality backlink placements and then pursue them on your behalf, so excellent communication and organizational skills are essential.

Why backlinks are important

Backlinks impact SEO and SERP (search engine results page) rankings. Google and other search engine algorithms collect information and rank pages, using spiders and bots to crawl your site for content and backlinks. Search engines monitor the volume and relevance of all pages linked to your website affecting your page ranking. As such, the better your backlinks, the better your SERP.

Think of your backlinks as a benchmark. You want high-quality positive referrals, not low-quality negative referrals, which impact Google’s perception of your site. This is the first one that will help you rank higher in search engines. Backlinks from small, poorly rated sites can hurt your rankings, while high authority backlinks will help.

Domain authority

Domain Authority (DA) is a metric introduced by Moz that predicts the likelihood of a domain appearing in the SERPs relative to its competitor sites. Google does not use DA as a ranking factor to decide how to rank websites. This is not a measure that will increase your SEO ranking in the SERP. However, DA is still a great metric that will help you gauge how your website is performing against your competitors.

Get quality backlinks

If you want your website, pages, and blogs to rank well, having a plan for your backlinks is imperative. However, you don’t need any technical skills to acquire backlinks; it’s more about building relationships and networking. The best way to get organic backlinks is to use quality content because another site will only link to you if they have a compelling reason to do so.

Here are some simple ways to improve your chances of acquiring quality backlinks:

  • Write articles, case studies, press releases, blog posts and other shareable content

  • Use infographics, as backlinks can also come from images

  • Add new blogs frequently

  • Set up a Google My Business profile

  • Stay active on social media and always link to relevant content on your website

  • Claim free directory listings in quality search directories and directory sites

  • Make it easy for your audience to share your content with social sharing tools and links

If you want to dig a little deeper into getting quality backlinks, consider these more advanced methods:

  • Guest blogging or posting on websites that post frequently and have high rankings

  • Show up for “best x and y” lists which list the top firms in a specific field or industry and can give your law firm more exposure and backlinks

  • Give podcast interviews to active podcasters

  • Be careful of unlinked mentions – if another site has already credited you as a source or mentioned you online or in a post, take the extra step and ask them to link to your site or blog .

Backlinking doesn’t need to take a lot of time or attention. Still, it’s something to invest in because it impacts your online visibility and your ability to reach future customers.

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