Though it may not get as much attention as search engine optimization or digital advertising, link building is a crucial part of any successful online marketing campaign, and when it’s done right, the results speak for themselves. However, acquiring backlinks to your website also happens to be one of the hardest goals to achieve in digital marketing, so it would probably be helpful to get some pro tips on how to make the most of link building. At Majux Marketing, our team has decades of experience providing digital marketing and SEO for law firms to help expand their online presence and attract more attention from both clients and search engines. Below, we share some of our top strategies regarding link building for lawyers; keep reading to learn more about this essential practice.
Why Worry About Getting Backlinks to Your Site?
Given the effort required to successfully build links to a website, it’s likely that any lawyer reading this article is wondering why they even need to worry about it. In a nutshell, the importance of link building largely revolves around the ways search engines rank pages they find. Though there’s a range of criteria used by companies like Google to sort the good sites from the bad before offering results to users, perhaps the most influential is the volume and quality of links from outside websites – which makes sense. If you think about it in terms of reputation, Google will prioritize a lawyer’s website if other attorneys or legal resources say it’s worth checking out, and the way they give that endorsement is through a link.
The benefits of backlinks go well beyond page rankings, though. By simply engaging in the link building process, you’ll make connections with other people in your industry, increase traffic to your site, and strengthen your brand among those likely to want your services. All of these benefits would be worth pursuing individually, but by putting some effort into link building, you can earn them all at the same time.
Strategies to Help Lawyers with Link Building
Once you’ve decided to get started with your link building efforts, it’s time to plan your campaign, which will require three well-executed steps: website content creation, identifying opportunities, and reaching out to other people or organizations. We’ll take a deep dive into each of these points below and discuss how a lawyer can take advantage of them.
Creating Legal Content Worthy of Links
When you set out to generate a content strategy for law firms that will serve as the destination of future links, it’s important to keep a few points in mind. Firstly, you need to focus on writing copy or building resources that people will actually want to reference, generally because it’s useful or informative. This could take the form of a how-to page or an explanation of some common legal issue – whatever will answer questions while also showing your chops as a lawyer. If you can, consider crafting an infographic, chart, or some other visually appealing tool, which will make your page all the more attractive to prospective link hosts.
Another tactic for legal link building is to post on resources people already use, such as legal blogs. By providing insightful answers to users’ questions, you’ll be able to identify yourself as an expert on a popular topic and attract the attention of blog owners who may eventually start linking to your site on their own or asking you to write guest posts. Also, you may want to consider registering with commonly used directories for lawyers, though they tend to have little impact on your search rankings and may come with a financial cost.
Identify Ideal Sites for Link Building
A critical concern when building links is the quality of the site where you want your backlinks to be added. Not only do you need to be sure that you’re associating yourself with the right organizations, but putting in the effort to get your links added to a site that few people use can also be a huge waste of time. The best opportunities for link building are websites that see a lot of traffic and that are a good fit for the kind of services you provide; a lawyer that primarily practices bankruptcy law won’t get many leads from a site focused on criminal defense. Do some browsing online or enlist the help of an agency specializing in digital marketing services to find the sites that are well-regarded by both search engines and users; these are the places where you want your links.
Reach Out to Websites and Other Lawyers
Before someone starts adding your links to their website, you’ll need to form a relationship with them, which could be accomplished with a simple email. Once you find a great place for a link to your website or resource, you may be able to convince the site owner to add it by pointing out its relevance or usefulness; after all, these people want to have helpful links to make their sites more attractive, too.
An additional strategy that can make various site owners more willing to share your links is writing content that mentions those sites in a flattering light; if they can point to your site as proof of their own reputation, the prospect of endorsing your website becomes a lot more appealing. Also, if you happen to find broken links on sites – links to pages that no longer exist – consider open real estate. Whether you write a post specifically for that link or already have one available, many site owners will be more than happy to improve their article by replacing a downed link with one that not only works but also provides helpful information or advice.
Speak with an Experienced Link Building Expert at Majux Marketing Today
Though the potential for growth offered by link building is huge, much of that potential can be squandered if your links go to the wrong sites or lack the content to support them. Majux’s team has decades of experience helping lawyers boost their visibility with potential clients, including through link building, search engine optimization, and content creation. Learn more about all our services by contacting us online or calling (215) 309-1631 today.