Link Building for Law Firms

Link building is an important part of any SEO strategy. According to Wordstream, link building is a signal to Google’s algorithms that your site or the page in focus is a quality resource worthy of citation or referencing.

While many people argue the importance of link building, to create a successful SEO strategy for your law firm, you need different types of links pointing to your site so as to appear as an authority in your target market.

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Another way to look at link building is seeing it as a vote of authority, importance, and relevance from another web resource or website. If you get a link from a recipe website pointing to a law firm website, that will signal poor relevance and such links will carry no value.

As an experienced digital marketing agency for law firms, we have executed SEO for law firms using link building to further improve their organic visibility and helping them outshine their competitors.

However, this can only be done effectively by following some top-level link building strategies, like ensuring proper Anchor text ratio, creating entities around anchor texts, ensuring relevance, building tier 2 links, and deploying stable link velocity during each campaign.

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Link Building Stats You Should Know

These are the key link-building statistics that you need to know:

  • The number 1 ranking page on Google has an average of 3.8x more backlinks than pages ranking in positions 2-10.
  • Only 5% of all websites online have backlinks pointing at them.
  • About 2.2% of all content online produces more than one unique backlink.
  • 58.1% of SEOs believe that backlinks have a significant impact on rankings in search engines.
  • 53% of marketers believe that link-building will continue to have a significant impact on rankings in the future and 41% believe it will have less of an impact.
  • 92% of marketers believe that links will still be a key ranking factor in Google’s algorithm in the next 5 years.
  • 41% of SEO experts consider link building to be the single most challenging part of search engine optimization.
  • Over 60% of businesses outsource their link-building to professional agencies and contractors.

Effective Link Building Techniques for Law Firms

Acquiring relevant and powerful backlinks to your law firm’s website can be a daunting task. No matter your SEO strategy, be it using purely Legal Local SEO through a Google Maps SEO Service or focusing on content-led SEO, executing a link building campaign can only be done by experts.

However, if you have the time and the resources, you can use the following tactics to attract powerful backlinks to your site.

Shareable Content

This is an evergreen tactic that will never fail to work. Think about how people interact on social media, sharing what they judge as valuable or useful. There is a high chance people will engage with a piece of content that solves a problem for them or can benefit other people.

Focus on creating content that is insightful and useful by adding media assets like images, videos, and infographics. Working on the engagement level of your content will improve its perceived value and the chance of being shared.

Helping other blogs by writing for them is a win-win situation for everyone involved. Although this strategy has been abused and Google has developed robust algorithm updates to detect links built this way, many SEOs continue to rely on it to drive SEO growth.

To start, search for blogs that focus on legal advice, rights awareness, or local community issues. Make sure your pitch meets the interest of their audience and also satisfies their editorial guidelines.

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Local Partnerships

Collaborating with other local businesses is a powerful strategy. Consider co-authoring content with local financial advisors or offering expert advice for local real estate agents’ blogs. These partnerships can lead to direct backlinks from their sites and other local sources, which are highly valued by search engines for local search rankings.

Directory Submissions

Submitting your business details to reputable online directories is another effective link-building tactic. Focus on directories that are specific to the legal industry as well as local business directories. Ensure your business information is consistent across all listings to boost your local SEO efforts.

Digital PR Campaigns

Engaging in digital PR can help attract high-quality backlinks through coverage in digital media. Create newsworthy stories about innovations in legal technology, major case completions, or how your law firm is making a difference in the community.

These stories can capture the interest of journalists and publications, leading to features that include backlinks to your website.

By employing these strategies, law firms can build a network of backlinks that not only improves their website’s authority but also drives meaningful, targeted traffic.

How to Develop a Link Building Strategy for Law Firms

Creating an effective link building strategy can be both challenging and rewarding. Link building is generally regarded as one of the top 3 ranking factors in SEO, so it deserves proper attention when implementing an effective SEO for law firm websites.

Here’s a step-by-step guide on planning and implementing a robust link-building strategy:

Create Your Keyword Bucket List

Keyword research is a crucial part of any SEO process. Create an exhaustive list of keywords relevant to your law firm. Target keywords like “legal services,” “divorce attorney,” and “business law solutions.” and related keywords as suggested by your keyword research tool.

You can use tools like Semrush and Keywords Everywhere to help you find different types of keywords. Having the right type of keywords will help you understand directly and cross-related keywords to your business.

Create High-Quality Content

Creating high-quality content is very important if you want to attract organic backlinks to your website. People naturally link or cite useful and high-quality content.

Create informative and engaging content focused on addressing common client questions, offers solutions, and provides insights into developing news or emerging trends in the legal industry that can affect a potential client.

Ensure you use effective copywriting suited for law firms to attract, engage, and convert visitors to clients. Do not overlook the power of copywriting as it can help boost all key metrics in your marketing, from SEO to paid ads.

Link Outreach: Scout for Potential Link Opportunities

This is a complex process that requires setting up different tech stacks and having an expert getting things done. Link building, especially outreach, has been abused over time with a knock-on effect on link acquisition rate.

To succeed with link outreach, you need to be value-obsessed. Think about how you can add value and see your outreach list as a partners list.

For relevancy, search for industry blogs, legal news directories, and community service websites that align with legal topics. Then brainstorm about how you can add value to their website, then design your outreach from that point of view.

Diversify Your Link Profile

Backlink profile diversification is an important part of link building. Having a balanced link profile on your website creates the perfect picture that your site is naturally acquiring backlinks, even if that is not the case.

SEO is a complex marketing strategy, and to win you need a strong and clean backlink profile. Whether you are focused on doing local SEO for your law firm or focused on ranking your website at the top of organic search for your local terms, link building will boost your website authority and highly impact your ranking and client acquisition. 

A good example is having all the links pointing to your site with the anchor text “Top Law Firm in New York”. Let’s assume you have 100 backlinks to your site and 98% have that anchor text.

Sure, even in terms of common sense, this doesn’t look natural. That is how Google will see it as well and you may get penalized for it.

Participate in Community and Industry Forums

User-generated content is now a critical factor in how people consume and engage with content. With recent Google Algorithm updates pushing sites like Quora up in SERPs, you need to understand that the way people consume content, make their search, and take transactional actions has changed in the past 10 years.

If we think wide enough, we will realize that Google has only shifted their algorithm towards new user content.

Monitor Your Progress:

To monitor the progress and success of your link building efforts, you can use tools like Ahrefs, SEMrush, or even Google Search Console to track your new link acquisitions or links removed from pointing to your website.

By following these structured steps and continuously refining your strategies, you can establish a strong link-building foundation that boosts your law firm’s SEO performance, driving both traffic and conversions.

John Doe

John Doe

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