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SEO Podcast | Search Engine Optimization Podcast

Mar 25, 2021

In this second episode discussing building backlinks for lawyer websites, we go into further detail regarding why lawyers and law firms should be regularly building links for search engine optimization (SEO)

If you need to find a lawyer these days, chances are they’ll pop up first on an internet search. You might see them in the yellow pages or posted on business card kiosks in malls. But more likely than not, your initial research will start with Google.

Once there, most people assume that the top of page result is going to be the best available choice for their needs. And if it happens to be someone who practices hundreds of miles away from where they live or work? Well then Google does them a service by grouping local firms together at the bottom of the page. 

No one can ignore the fact that Google has created a whole industry built around backlinks. Though helpful to marketers who are trying to create sustainable businesses for themselves, it can be a nightmare for independent legal professionals. You no longer have to rely on your competitors’ links and social shares––Google wants you as a customer so they offer many programs which track the success of your law firm by generating other sources of leads in addition to existing organic methods like word-of-mouth marketing and speaking engagements at get-togethers among peers.

The legal industry used to be a buyer-driven marketplace—back in the 2000s, all you had to do was open up your yellow pages and you’d have your pick of dozens of listings. But then there’s Google. The internet killed off much of that old paradigm overnight. Suddenly, where are potential clients looking for lawyers? At sites like Yelp, Avvo, LinkedIn and others that rank attorneys by information like their number of peer reviews or other consumer feedback posts. And what metric does these types of profiles use for ranking? Links from third party websites back onto the homepage. 

Building links is an important, but often overlooked aspect of online marketing. It enhances your business’s rankings on search engine like Google which means you get more traffic to your website or law firm website.

Law firm link building is a powerful marketing strategy that builds links for your law firm’s website with the intention of improving rankings, getting more traffic and ultimately bringing in more customers. In today's marketplace, consumers use Google to search for attorneys. Link Building provides Legal Marketing Services which ensures that these searches result in relevant local Law Firm web pages (with business information, contact form, etc) at the top of SERPS so they can convert on higher percentages

Link building is difficult for law firms. But it still works, you just have to play by Google’s rules! Along with the numerous updates and restrictions that google has put in place, they release a monthly ‘quality update’ where techniques like link farms are more severely penalized. This creates an opportunity for lawyers who learn how the game works right from the start!

Link-building is an essential part of any online marketing strategy, but the rules have changed. In the past, it was possible to game the system by purchasing or exchanging for links that don’t provide value for website visitors and Google `s quality algorithms have made this more difficult – and ultimately less effective. At Legal, we believe in playing by all of Google`s guidelines – after all, why would they rank your site higher if you don`t? We can help you identify which websites are worth your time with our link building services. 

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