More than 1.3 million people in the United States are eligible to practise law, according to the American Bar Association. The level of opposition there is high. It’s possible that you have competitors, both online and offline, even if you’re a local law company serving a specific area.
The question then becomes how to maintain a competitive edge without going overboard on advertising. You can leverage lawful SEO to your advantage.
To increase genuine traffic from search engines like Google, legal SEO (search engine optimisation) is employed. There are many moving parts to an effective SEO plan in the legal industry, but a robust backlink profile is crucial.
Link Building Tactics
Creating content that other websites want to link to is a great way to better your law firm’s SEO by attracting backlinks. That usually entails putting out material that is comprehensive, interesting, and helpful to the viewer.
The law does not require dull writing. There are a variety of approaches you can take to generate content that will appeal to prospective customers and be shared by other websites.
At my firm, we start the process of developing a link-building plan for legal practises by analysing the most successful competitors in the client’s geographic area or practise area. Using Ahrefs, we can snoop on the link-building techniques employed by our rivals. We can then contact these sites in an effort to secure backlinks from them to our customers’ sites.
To improve your internet visibility and attract more customers, consider implementing the following six link-building strategies.
1. Create Shareable Content
In order to increase the number of inbound connections to your website, you need to create linkable assets. Making the content so useful that other websites will link to it on their own is the end objective.
Your legal firm’s exposure, organic traffic, and referral traffic can all improve with the help of linkable assets.
Assets that can be linked include things like:
- Infographics are eye-catching graphics that pack a lot of informational punch and are simple for users to save or share.
- Provide helpful online tools, such as court deadline or filing date calculators, to attract and retain visitors to your site.
- Electronic books, also known as downloadable papers with problem-solving information (e.g., “10 Steps To Take Before Hiring A Family Lawyer.”).
- Publish how-to manuals with detailed instructions that users won’t find elsewhere.
- Do you have any intriguing research or study results to share? Post scholarly articles or studies on your website.
When you create original, shareable assets, you provide readers with information they won’t discover anywhere else. In addition, other websites are more likely to link to you if your material is particularly useful.
2. Post as a Guest Blogger
Make contact with other blogs in the law industry and inquire about guest posting opportunities. In some cases, all it takes is an email pitching your post concept and asking for a link in exchange. However, there may be additional limitations at times.
Think about the blog’s relevance to your industry, whether it appears to be a respectable website, and whether it is likely to send traffic to your site before you start reaching out to every blog you can find. If you’re going to put in the effort to create a blog post, you want to make sure it gets read by people and earns you a high-authority backlink (that isn’t spammy).
3. Make a page full of resources
Resource pages, much like linkable assets, provide a great deal of value to users and thus are linked to by other websites.
To better assist their clients, law firms can post resource pages with guides, downloadable documents, and forms. The more comprehensive your resource website is, the more likely it is that other sites will link to it.
4. Donate Money to Students
If you help others out, they may return the favour by linking to your site. Scholarships offered by your law company are a great way to get linked to by educational institutions, nonprofits providing financial aid, legal blogs, and more.
Put up a website detailing the scholarship and the application process. Then, send the link to educational organisations that might be able to interest students in applying for the scholarship. This is a fantastic strategy for getting some of those sites to connect back to you.
After the scholarship has been given out, you can write an article about the lucky winner. There are also industry-specific websites that might be interested in featuring you and linking back to your site.
5. Updates on the Latest News
Blogging about recent events is an effective method for increasing site traffic because many people are looking for information on the subject, and because being the first to write on the topic can earn you some quality inbound links.
Google Trends and Twitter’s Trending section are great places to look for current subjects of conversation. The next step is to write an opinion piece on the subject, upload it to your blog after performing some basic on-page SEO optimization, and then promote it via social media.
6. Get Involved With Interviews
It’s easier than you might expect to get interviewed by publications and podcasts, and when they do, they usually provide a link to your website. Send a message to your preferred media outlets and ask if they are accepting pitches for guest contributions.
Final Thoughts
Link-building is a great way to boost your SEO.
When you’re trying to rank highly in a competitive business like law, backlinks are more important than ever. Your Google page rank, visitor numbers, and online sales can all benefit from your aggressive pursuit of inbound links.