Link Building and Building Authority Online for Your Law Firm

Link Building and Building Authority Online for Your Law Firm


Link Building and Building Authority Online for Your Law Firm

Creating content that addresses questions your prospects and Clients doesn’t necessarily lead to a higher ranking. Yes, it does help but other elements also play a role when it comes to getting your content to rank higher. Your content should show search engines that is has authority. To establish authority, the content must earn links from other sites, the more authoritative and popular the better.

By linking to your content, other websites solidify your claims showing search engines that the content is useful. We breakdown link building for you so you understand how to devise a plan for your law firm, incorporating it to ensure your SEO efforts get optimal results.

What Are Links?

You rarely find content, specifically articles, without hyperlinks that link to authoritative websites or other websites. These are referred to as external links or backlinks, both of which fall under the concept of inbound links. Inbound links when used in third-party blogs or websites have two purposes, to direct traffic to your website and to build authority. Each website that links to your site serves as a vote of confidence in it for search engines.

Then there are internal links that you incorporate within the content of your website. These links guide search engines to important pages. Using both inbound and internal links are integral for an effective SEO campaign.

Follow Vs. No-Follow Links

There is a way to tell search engines either to follow a link or not to. Telling a search engine to not follow a link means that it would not take the link used as a vote of confidence. You use this when you aren’t sure if the link used is trustworthy or not.

Now, while with content you want to build as much followed links as possible, no follow also serves its purpose to help balance. For example, you would typically ask search engines not to follow a link to your website on social media pages. These are not to develop authority but just to direct traffic to your website.

Your Website’s Link Profile

The link profile of your website assesses the number of inbound links it has earned. It takes more than quantity into account, quality and diversity also matter. This helps search engine evaluate your website as compared to other law firms online.

How to Build A Healthy Link Profile?

Search engines are smart and can pick up when websites earn links through measures of spam. For a healthy link profile, your law firm needs to do the following:

Editorially place or earn links: Earning links naturally is the best way to build authority but also hard. This is when another website links to you on their own. Editorially placed links work in the same way but you can have some say in them through guest blogging. Numerous blogs allow for guest posts, you just need to clear your post with the editor first and write the content accordingly with your link strategically placed in it.

Find similar websites that may want to link to you: You can look for blogs and other websites that discuss legal services that you offer and provide clients information about them. Look for specific articles and content that can link to yours and request the website owner to integrate your link within their content.

Descriptive anchor text: The text to which you attach the hyperlink is the anchor text. The text must be relevant to the link it points to. Try using the keywords you want to target here if you can, which further your SEO efforts.

What Not to Do When Link Building

There are guidelines to link building that also highlight specific things that can put your efforts at risk. You never want to manipulate your website’s ranking in search results. Which is why you need to avoid the following:

Cross-linking: There are many groups out there that offer to link to your website if you link to theirs. While this may seem like an easy way to build links. However, search engines are constantly on the lookout for such groups. While it is an acceptable act and will get you results, doing this excessively can set spam alarm to search engines.

Paid links: While there is no way for search engines to detect paid links, they do tend to detect when links are spammy. There are penalties associated with any website caught either buying or selling followed links.


The purpose of link building is to build authority. It helps establish your law firm as a trusted source of information online. You can achieve this only if you publish quality, relevant content for others to link to. While there may be easy ways to do this, it is better to devise a plan and work on link building. After all, you need reliable websites to link to yours if you want search engines to consider you as an authority online.

Related Articles:

What Law Firms Should Know About On-Page SEO

What You Need To Know About Technical SEO

How Search Engines Work

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