The legal industry has always had a sensitive relationship with marketing and advertising. In fact, it wasn’t until Bates v. Arizona State Bar in 1977 that attorney advertising was an acceptable practice. Today, legal advertising has blown past the $1 billion mark.
But we’re not here to talk about cheesy commercials, flamboyant billboards, or buying ad space at bus stops. We’re talking organic marketing. More specifically, we want to focus on how law firms, such as yours, can use link building to increase exposure, enhance search rankings, and generate more traffic and conversions.
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What is Link Building?
For starters, let’s get clear on what link building is and what it is not.
In the simplest terms, link building is the formal process of acquiring hyperlinks from other authoritative websites to your own. In other words, it’s the strategy of getting other bloggers, website owners, publishers, and editors to include your content/website as a valuable resource in their content.
Why Law Firms Need Link Building
It’s pretty easy to understand what link building is, but why do you need it?
To understand why law firms (specifically) need link building, you have to zoom out and look at the big picture of how clients find attorneys in today’s marketplace. And when you do so, you’ll realize that there’s been a massive shift in consumer behavior.
In 2005, just 7 percent of people used the internet as a primary search method for finding a lawyer. Most people (65 percent) asked a family member or friend for a direct referral. Shockingly, the phone book was an even more popular search method than Google.
Fast forward to today and 96 percent of people are now using search engines like Google at some point in the process of finding an attorney. And for the first time ever, more people use search engines (38 percent) than use referrals from friends and family (29 percent).
In other words, if a law firm is going to be successful in today’s climate, they have to rank in Google. And if you want to rank on Google, you must have an SEO strategy.
What’s at the heart of every successful SEO strategy?
If you guessed link building, you’d be correct.
Think of link building like city building. If you’re building a city and you want people to travel and move there, you need to construct roads, highways, interstates, and airports that connect your city to other existing cities.
Links are the internet’s version of transportation speedways. The more links you have, the more opportunities people have to visit your website.
From an SEO perspective, Google views authoritative backlinks as trust signals. If your law firm website has lots of backlinks from reputable sources, the search engine’s algorithm will assume your website is valuable and will boost your rankings.
As you can see, this creates a cycle where both links are delivering direct traffic and improved search rankings (which in turn creates more traffic and the opportunity for additional conversions).
How to Leverage Link Building
Great – link building works – but how do you use it to your advantage?
Ultimately, there are two keys to successful link building:
1. Quality Content
Want links? You need quality content.
Think about it. Why do people add hyperlinks to their blog posts? They do it because there’s another resource on the web that has valuable data, quotes, or insights that they believe their readers will find valuable.
Nobody is going to link to shallow content that’s spammy and/or has little to offer. If that’s all your blog has, you’re out of luck.
Secondly, you need quality content on the publishing side. If you plan to develop guest blog posts and build backlinks this way, you’ll have to generate fresh, valuable posts for these sites you’re reaching out to. No content, no play.
2. Strategic Partnerships
Good content is a start, but it’s not enough to get results. (At least not quickly.) You also need a deep network that you can tap to form powerful link building partnerships.
This is where networking comes into play. You should be cultivating relationships with bloggers, industry influencers, website owners, editors, etc. These are the gatekeepers. If you can get them on your side, link placement becomes a practical option.
Finding the Right Link Building Partner
Link building is no walk in the park.
As a busy lawyer, you don’t have time to write thousands of words of original content every week, reach out to bloggers and editors, and network for the right to obtain authoritative backlinks.
But you don’t need to, either.
What you need is a powerful link building partner who can do the heavy lifting for you.
That’s where we come into play.
Our link placement services provide a comprehensive, white-glove experience that allows you to get sustainable results without having to roll up your sleeves and do the dirty work yourself.
There are plenty of “link building services” on the internet, but most of them are using outdated practices and black hat techniques that could land your website in hot water. We’re one of the few independent white label link building services that plays by the rules.
With us, there’s no spin. You get pure, unadulterated links on authoritative websites that are relevant to your niche. The content is 100 percent original and of the highest quality.
Because we’ve been building links for two decades, we understand what it takes to produce results. We avoid spammy practices – like private blog networks (PBNs) – and instead choose to leverage our network of hundreds of blogs and websites where we have professional relationships and insider access.
Combine our authenticity with transparent pricing and weekly reporting and we have everything your law firm needs to get started with link building.
In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International.
He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.
In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International. He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.