Link building is considered one of the best strategies in internet marketing for law firms. It helps you rank higher on search engine results pages and establish good authority in the industry. Unfortunate many inexperienced marketers are intimidated by this technique. If you do it the right way, it can generate a lot of visibility and bring in good leads. However, it is also a difficult and time-consuming strategy. Short cuts like buying links or being part of a link farm make things easier but it can also attract penalties from Google. Black hat techniques like link purchases will only damage your reputation in the long run. Here’s a look at the best legitimate link building strategies for law firms:
- Start Building a Strong Content Library
Most of your inbound links will be anchored to content on your website. If you have a strong content library with informative articles on different legal fields, you will get more inbound links from trustworthy publications. Original research, statistics, and opinions on different laws will draw more people to your platform. Your content should provide value to clients and impress them, which isn’t as easy as it sounds. It requires a lot of research and effort so hire a dedicated content creator for this job. That will help you create link-worthy content for your internet marketing for law firms.
- List or Optimize Listings on Directories
Local directories are a great way to get your brand’s name and identity out there. It can also get you backlinks from well-established and trustworthy websites. While directories like Yelp and Yellow Pages are used frequently by businesses, consider finding specialized platforms that are active in your industry. For example, some of the most popular directories for the legal field include:
Many of these platforms provide no-follow or do not follow links. These don’t pass on domain authority to the linked websites, but they are still useful. If your name, address, phone number, and other law firm details show up consistently on different directories, Google will be more inclined to trust you.
- Guest Post on Industry Publications
Don’t hesitate to include guest posting in internet marketing for law firms. Google may have stated it isn’t an option for link building, but it is a way to gain recognition. Most publications will add a link to your website or social media profile to your article in any case. You will still get some visibility and traffic for your brand. However, guest posting is an excellent opportunity to showcase your insight and knowledge. It will encourage people to seek your website out and look at its content and that will bring in more inbound links. While the process seems complicated, it is fairly straightforward. All you need to do is find a good platform to publish guest posts on.
- Contribute to Local Publications
Contributing to local publications isn’t like guest posting. It can involve interviews, voicing opinions, making official comments, and other such forms of content. You can also help a reporter figure out the legalities of an incident like theft, vandalism, assault, property damage, etc. Becoming a trusted resource for legal advice can help you gain a lot of credibility in the industry. It can also have a direct impact on search engine rankings and other internet marketing for law firms.
- Sponsor Events in Your Community
Sponsoring events also help law firms establish credibility in their field. You can be an activity part of the community, establish connections with local influencers, get published on local platforms, and gain visibility. Sponsoring events will also help you get a link from the event websites. For example, if you sponsor a marathon, your law firm will be mentioned on the marathon organizer’s website. This is a great way to incorporate some traditional strategies in your internet marketing for law firms.
- Build a Healthy Network
Link building is an on-going strategy and you need to keep developing a strong profile. Creating a healthy network of connections in the industry is a great way to do that. You can supply good-quality content and get backlinks consistently from people in your network. It is important to use white hat techniques here. Get links from relevant websites with authority in the industry. Don’t get links from a dentist friend or a fashion designer brother. Focus on content that is relevant to your field and will target the right audience. That’s will ensure Google won’t target you with penalties. While it is tempting to use friends and family to gain links, keep your focus on publications in your industry for the best results.
These strategies will help you establish a strong link profile, which will improve your rankings and reputation. An experienced professional can develop a good link building campaign as a part of internet marketing for law firms.