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Link Building for Lawyers: Building a Strong Backlink Profile for Law Firms

Skyrocket your online presence with the power of effective link building techniques!

26 min


Apr 12, 2024
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The search engines we use on a daily basis are advanced and keep advancing. They rely on various factors to determine the relevance and authority of a website (which is what they use to rank websites and display them higher up in search engine results).

Backlinks, also known as inbound links, are pivotal in this process. These links from external websites direct users to your law firm's website. Search engines view backlinks as votes of confidence and consider them a valuable indicator of a website's credibility and authority.

A strong backlink profile demonstrates trustworthiness to search engines, boosting your law firm's ranking in results. This means more visibility, attracting a larger audience and increasing your chances of converting visitors into clients. Let's delve into proven techniques that can help law firms acquire authoritative and relevant backlinks from reputable sources.

Understanding Link Building for Lawyers

Link building refers to acquiring hyperlinks from other websites to your legal website. These hyperlinks, also known as backlinks, play a crucial role in improving organic traffic, enhancing search rankings, and establishing your law firm's online presence.

The Role of Backlinks for Law Firms

When a search engine spider crawls a website, it follows the links to find other relevant pages. The more high-quality backlinks a website has, the more likely it is to rank well in search engine results pages (SERPs).

This is because backlinks act as votes of confidence for search engines. When a high-quality website links to your website, it tells the search engine that it is also high-quality. This gives your website a boost in search engine rankings.

Moreover, high-quality backlinks have a direct impact on organic traffic. When reputable websites link to your law firm's website, it increases the chances of potential clients discovering your services and boosts your search rankings. Organic traffic naturally increases as your website climbs higher in search results, leading to a higher likelihood of converting visitors into valuable clients.

Quality vs. Quantity: The Law Firm Dilemma

Some law firms may be tempted to acquire as many backlinks as possible, assuming that a large volume of links will automatically result in higher rankings. However, this approach can be counterproductive and even detrimental in the long run.

Backlinks: quality vs. quantity

The focus should always be on quality rather than quantity. Acquiring high-quality backlinks from relevant and authoritative sources within the legal industry is far more beneficial than accumulating many low-quality links. Quality backlinks provide stronger credibility signals to search engines and attract a more targeted audience genuinely interested in legal services. Relying on low-quality backlinks obtained through dubious practices can lead to penalties from search engines—ranking, traffic, and revenue. 

Key Link-Building Terms for Lawyers

  1. Anchor text: This refers to the clickable text within a hyperlink. Anchor text helps search engines understand the content of the linked page. Lawyers should use relevant and descriptive anchor text related to the linked page's content.
  2. Referring domains: Referring domains are websites that contain backlinks pointing to your website. A diverse, high-quality set of referring domains is crucial for building a strong backlink profile.
  3. Nofollow and Dofollow links: These attributes inform search engines how to treat the link. Nofollow links have a rel="nofollow" attribute, signaling search engines not to pass authority from the linking page to the linked page. Dofollow links, on the other hand, don't have this attribute and allow search engines to follow the link and pass authority.
  4. PageRank: PageRank is an algorithm developed by Google to measure the importance of web pages based on the quality and quantity of links pointing to them. While Google no longer publicly updates PageRank, it still uses similar principles to determine the authority and relevance of web pages.
  5. Domain rating: Domain rating is a metric developed by SEO tool providers like Ahrefs to estimate the overall strength and authority of a website's backlink profile. It's typically based on the quantity and quality of backlinks pointing to the entire domain.
  6. Domain authority: Domain authority is a similar concept to domain rating, but it's a metric developed by Moz. It measures the strength and authority of a domain based on various factors, including the quality of its backlink profile.

Black Hat vs. White Hat Link Building: Best Practices for Lawyers

The difference between black and white hat link-building strategies lies in their ethical nature and adherence to search engine guidelines. Lawyers must follow white hat practices to build a sustainable and reputable backlink profile. Here's an outline of the two approaches:

Black Hat Link Building (Unethical):

  • Paid links: Purchasing links to manipulate search engine rankings is considered a black hat. Search engines like Google strictly prohibit this practice.
  • Link farms: Link farms are networks of websites created solely to generate backlinks. These links are low-quality and irrelevant, aiming to manipulate search engine rankings.
  • Private blog networks (PBNs): PBNs are websites owned by a single entity created to boost rankings artificially. They typically have low-quality content and are used to manipulate search engine algorithms.

White Hat Link Building (Ethical):

  • Quality content and outreach: Creating valuable, informative content that naturally attracts backlinks from reputable sources is a white-hat approach. Engaging in outreach activities to promote that content to relevant websites and influencers is also encouraged.
  • Guest blogging: Writing high-quality guest posts for authoritative websites in the legal niche can help build valuable backlinks and establish thought leadership.
  • Building relationships: Networking with other law firms, industry professionals, and influencers can lead to organic backlink opportunities. Collaborating on the content or providing expert opinions can result in natural, earned backlinks.

— The Connection between Link Building and SEO Rankings

There is a direct correlation between quality backlinks and higher search engine rankings. This is because backlinks from relevant sources, such as legal directories, industry publications, or law-related blogs, signal to search engines that a law firm is an authoritative source.

As we mentioned earlier, a high-quality website linked to your website is essentially giving your website a vote of confidence. This tells search engines that your website is worth ranking, as it has been deemed worthy of a link from another reputable website. The more high-quality backlinks you have, the higher your website will rank in search engine results pages (SERPs). 

While law firm link-building alone isn't the sole determinant of search engine rankings, it is crucial. Backlinks work with other SEO elements, such as on-page optimization, content quality, and user experience, to improve organic rankings.

How to Start Building Legal Links in a Loop

Building links for your law firm website is an ongoing endeavor. It's important to build a solid foundation in the beginning and get listed in relevant directories. However, your first step should be to create your Google My Business profile to establish that link as well.

Next, focus on earning links from the most reputable sources. This includes .edu and .gov domains. Form relationships with other content creators to earn links from their articles and blog pages. Engage in guest posting as well.

Thanks to the research you've done, you understand the best backlinks to use, as well as what your competitors are doing. Use this information to create a link-building plan of your own, aiming for at least a couple of links each month. Remember that link diversity is important, so try to reach a balance of 70% branded URLs or generic anchors vs. 30% exact match keyword anchors.

Don't forget to be vigilant about negative backlinks, which you can track through Google Search Console. You will need to disavow them quickly to avoid a penalty.

Finally, the power of a backlink may expire. That's why it's necessary to continue to take steps to earn links to your website. It's an ongoing process that constantly iterates. Remember: Research, build, measure results, and repeat.

Top Link-Building Strategies for Law Firms

There are many ways to build links, but some strategies are more effective. In this part of the article, we'll discuss the top link-building strategy for law firms:

  • Legal Awards and Associations
  • .GOV and .EDU Links
  • Legal and Topical Directories
  • Guest Posting and Legal Article Contribution
  • Trusted Local Citations/Links
  • Sponsorship Opportunities
  • Own Satellites, PBNs, 301 Redirects
  • Crossposting via Social Media and Platforms, Web 2.0s
  • Infographics, eBooks, Podcasts, and Other Quality Content Distribution

— Creating Linkable Assets and Outreach: Maximizing Content Visibility

Linkable assets refer to valuable and informative content pieces that naturally attract backlinks from other websites. These assets can take various forms, such as comprehensive guides, research papers, infographics, case studies, or interactive tools. The key is to create content that provides unique insights, addresses common legal issues, or offers solutions to legal challenges.

An example of outreach
An example of an outreach email

Once the linkable asset is created, the next step is to promote it to relevant websites and influencers within the legal industry. Start by identifying relevant websites, blogs, legal directories, and influencers in your niche and reach out to them with personalized and compelling pitches. Highlight the value and relevance of your content and explain why it would benefit their audience. 

Remember to follow ethical practices when reaching out for link-building purposes. Avoid spammy or manipulative tactics, as they can lead to penalties from search engines and damage your online reputation. Instead, focus on building mutually beneficial relationships and offering value to the websites and influencers you engage with.

— Guest Posting: Building Authority through External Platforms

Post from a guest lawyer
Write guides and other helpful content on external platforms to showcase your authority

Guest posting involves creating and publishing content on external platforms, such as authoritative websites and legal industry publications. But how can you approach guest post opportunities?

  • Research authoritative websites and legal industry publications that accept guest submissions to find guest post opportunities. 
  • Look for platforms that have an engaged audience and align with your target market. 
  • Review their guidelines and content policies to understand their requirements and preferred topics. 
  • Personalize your pitch and explain why your guest post would be valuable to their readership when reaching out to these platforms.

When writing guest articles:

  • Focus on delivering valuable content that educates and informs the audience. 
  • Tailor your content to the target platform's audience and adhere to their style, tone, and length guidelines. 
  • Use relevant examples, case studies, or real-life scenarios to illustrate your points. Incorporate data and statistics to support your arguments and make your content more authoritative. 
  • Include a well-crafted author bio highlighting your law firm's expertise and a link to your website.

— Becoming a Source for Journalists: HARO as a Link-Building Tool

Help a Reporter Out (HARO) is a platform that connects journalists with sources for their articles. Lawyers and law firms can position themselves as experts and secure backlinks from reputable media outlets. HARO allows journalists to post queries seeking expert opinions, quotes, or insights on various topics, including legal matters.

To effectively participate in HARO queries and maximize your chances of securing backlinks:

  1. Sign up for HARO as a source and subscribe to relevant categories, such as legal, business, or industry-specific topics. Regularly check your HARO emails to stay informed about journalist queries that align with your expertise.
  2. Journalists often receive numerous responses to their queries, so it's essential to respond promptly and concisely. Craft a concise, well-written pitch directly addressing the journalist's query and providing valuable insights or expertise.
  3. Highlight your credentials, experience, and unique perspectives that make you a suitable source for the journalist's article. Provide specific examples, case studies, or data to support your claims and demonstrate your expertise.
  4. Include your contact information in your HARO response and make yourself available for follow-up questions or additional information. Respond to journalist inquiries promptly and professionally to build a positive relationship.
  5. Tailor your responses to each journalist's query and publication. Personalize your pitch by addressing the journalist by name and referencing their previous work or articles. This demonstrates that you have taken the time to understand their needs and increases the likelihood of earning a backlink.

Leveraging Community Mentions and Local Sponsorships

Community mentions

Engaging in local community activities can be an effective way for law firms to gain mentions and links from relevant sources. To leverage community mentions and get backlinks, consider the following strategies:

  1. Identify relevant community events and organizations. Research local events, charities, or organizations that align with your law firm's values and target audience. Look for opportunities where your participation can make a meaningful impact and attract attention.
  2. Offer expertise and resources. Actively contribute to community events by offering legal expertise, sponsoring workshops or seminars, or providing resources relevant to the event's theme. This positions your law firm as a valuable resource and increases the likelihood of mentions and backlinks.
  3. Build relationships with local media. Establish relationships with journalists and local media outlets by sharing press releases and legal insights or providing expert commentary on legal matters. Nurture these relationships by staying in touch and offering assistance whenever relevant legal topics arise.
  4. Monitor mentions and request backlinks. Regularly monitor local media outlets, community websites, and blogs for mentions of your law firm. When you come across a mention without a backlink, reach out to the publisher and kindly request to include a link to your website. Be professional and explain how the backlink would provide additional value to their readers.

— Providing a Scholarship: A Win-Win Link-Building Approach

Offering scholarships is a win-win approach that allows law firms to support education while attracting backlinks from educational institutions and student-related websites. Law firms can receive mentions and backlinks from universities, colleges, scholarship directories, and student-focused websites when they offer scholarships. These backlinks enhance the law firm's online visibility, improve search engine rankings, and contribute to its reputation as a socially responsible organization.

Law firm scholarships

Tips for Implementing Scholarship Link Building:

  1. Define scholarship criteria: Determine your scholarship's eligibility and requirements. Consider academic achievements, extracurricular activities, community involvement, or essay submissions. Ensure the criteria align with your law firm's values and target audience.
  2. Establish a webpage for the scholarship: Create a dedicated webpage on your law firm's website that provides detailed information about the scholarship, including its purpose, eligibility criteria, application process, and deadline. Optimize the webpage for search engines to improve its discoverability.
  3. Outreach to educational institutions: Contact colleges, universities, and educational institutions in your target market to inform them about your scholarship program. Provide the necessary details and encourage them to share the scholarship opportunity with their students through their websites, newsletters, and social media platforms. Request that they include a backlink to your law firm's scholarship webpage.
  4. Engage with scholarship directories and student websites: Submit your scholarship to reputable and student-focused websites. These platforms often have sections dedicated to scholarships and can provide valuable exposure to your scholarship opportunity. Ensure your law firm's website receives a backlink when submitting to these directories.
  5. Promote the scholarship on social media: Leverage your law firm's social media channels to promote the scholarship. Encourage followers to share the opportunity with their networks, increasing the chances of reaching a wider audience and attracting more backlinks.
  6. Evaluate and award scholarships fairly: Establish a fair and transparent evaluation process for selecting scholarship recipients. If necessary, engage a panel of judges to ensure objectivity and integrity. Publicly announce the scholarship winners on your website and through press releases, thanking all applicants for their participation.

— Utilizing Legal Directories: Free vs. Paid Options

Legal directories are a great way for law firms to build backlinks to their website. There are several different legal directories available. Many offer free options, and law firms can pay just to use the additional services.

Justia as a trusted legal directory
Register in trusted legal directories like Justia, Avvo, or Martindale-Hubbell

Free Legal Directories

Many legal directories are free for lawyers to use. Reputable legal directories that lawyers should consider listing on include Avvo, FindLaw, Justia, Lawyers.com, Martindale-Hubbell, Super Lawyers, LegalZoom, and Nolo.


  • Cost-effective: Free legal directories do not require any payment for listing your law firm's information.
  • Wider reach: Some free legal directories have significant traffic, potentially increasing your law firm's visibility.
  • SEO benefits: Backlinks from reputable free legal directories can contribute to your website's search engine optimization (SEO) efforts.


  • Limited features: Free legal directories often offer limited features and customization options compared to their paid counterparts.
  • Less exclusivity: Since free directories are open to everyone, the quality of listings may vary, and your law firm may be listed alongside less reputable firms.
  • Limited exposure: Free directories may not have the same visibility and reputation as paid directories, potentially limiting your law firm's exposure.

Paid Legal Directories

Some of the legal directories—Avvo, Nolo, LegalZoom, Lawyer.com—mentioned above offer paid options for lawyers to take advantage of the perks that come with them. These options vary from one directory to another. Some are one-time payments while others use the subscription method.


  • Enhanced features: Paid legal directories usually offer more advanced features, such as detailed profiles, priority placement, and additional marketing opportunities.
  • Targeted audience: Paid directories often attract a more specific and relevant audience, increasing the chances of generating quality leads for your law firm.
  • Credibility and reputation: Paid directories are generally more reputable and trusted within the legal industry, enhancing your law firm's credibility.


  • Cost: Paid legal directories require a financial investment, and the pricing structures can vary significantly.
  • Competition: Since paid directories attract more established law firms, the competition for visibility and leads may be higher.
  • ROI uncertainty: While paid directories offer additional features and benefits, the return on investment (ROI) may vary depending on the specific directory and your law firm's target audience.
Explore the best legal directories to grow your law firm!

Discovering Unlinked Mentions and Reclaiming Lost Links

Unlinked mentions are instances where your law firm is mentioned on another website, but there is no hyperlink to your website. This is a missed link-building opportunity, as you could turn these unlinked mentions into backlinks. Lost links are backlinks that have been removed from other websites. This can happen for several reasons, such as the website being deleted or the website owner changing their mind about linking to your law firm. Here's how you can go about it:

  • Set up alerts: Use tools like Google Alerts, Mention, or Awario to monitor mentions of your law firm's name, partners, or specific keywords related to your practice areas.
  • Identify unlinked mentions: When you receive alerts, review the content and check if the mention includes a hyperlink to your website. If it doesn't, it's an unlinked mention.
  • Prioritize quality mentions: Focus on high-quality websites and publications with a strong online presence and authority in the legal industry.
  • Reach out to website owners: Once you've identified unlinked mentions, contact the website owners or authors and politely ask them to include a link to your law firm's website. Explain your content's value to their readers and why linking to your website would benefit them.
  • Provide link suggestions: To make it easier for website owners, offer them specific URLs or anchor texts to use when linking to your website.
  • Follow-up: If you don't receive a response, send a polite follow-up email to increase the chances of reclaiming the lost link.

Building Relationships and Tapping into Law School Connections

Solid relationships go a long way for lawyers since you can use them to get word-of-mouth referrals from colleagues and others. You should also take advantage of your law school connections whose contact you have or reach out to them on professional websites like LinkedIn. Here's how you can tap into these connections for link-building opportunities:

  1. Engage with alumni networks: Reach out to your law school's alumni association or network. Offer to contribute guest articles or provide insights on legal topics for their newsletters or blogs, which can include a backlink to your law firm's website.
  2. Offer to speak at law school events: Many law schools host seminars, workshops, or panel discussions. Volunteer to speak at these events and provide valuable insights on legal topics. This can help build relationships with law school faculty, students, and alumni, potentially leading to link-building opportunities.
  3. Collaborate with law school publications: Law schools often have their publications or online platforms where they publish articles and legal content. Reach out to these publications and offer to contribute guest articles or provide expert insights on legal topics. In return, you can request a backlink to your law firm's website within the article or author bio.
  4. Participate in career fairs and networking events: Law schools regularly organize career fairs and networking events where law firms can connect with students, recent graduates, and faculty members. Attend these events and establish relationships that can lead to future link-building opportunities.
  5. Alumni directories and websites: Some law schools have alumni directories or websites where you can create a profile for your law firm. Ensure that your profile includes a link to your website, allowing potential clients or fellow alumni to access your services easily.
  6. Alumni newsletters and magazines: Law schools often have newsletters or magazines that are distributed to alumni. Inquire about opportunities to contribute articles or updates about your law firm, including a backlink to your website.

— Using Niche Edits: An Effective Link-Building Tactic

Niche edits, also known as curated links or contextual links, are a link-building method that involves placing relevant links within existing content on other websites. This strategy can be highly effective for law firms as it allows them to obtain backlinks from authoritative websites in the legal industry. Niche edits provide valuable link juice, increase online visibility, and boost search engine rankings.

If you're interested in using niche edits as a link-building strategy, here are a few tips:

  • Start by identifying relevant keywords and phrases that you want to target.
  • Use a tool like Ahrefs or SEMrush to find websites already ranking for those keywords.
  • Assess the quality of the linking domains by considering metrics such as domain authority, relevancy to the legal industry, and organic search traffic. 
  • Based on the data gathered from your competitor analysis, identify potential linking opportunities that align with your law firm's goals.
  • Contact the authors of those websites through personalized emails and ask them if they would be willing to add a link to your website.
  • If you're uncomfortable contacting website owners directly, you can also try submitting guest posts to relevant websites.

Reverse Engineering Competitor Websites for Link Ideas

Another good link-building strategy for law firms is to reverse engineer competitor websites. This means analyzing your competitors' backlink profiles to identify potential link-building opportunities. You can use Ahrefs or SEMrush to see which websites are linking to your competitors. You can then research those websites to find out why they link to your competitors. This can give you valuable insights into the types of content your competitors are creating and the websites linking to them.

Once you better understand your competitors' link-building strategies, you can use this information to develop your link-building strategy. You can target the same websites linking to your competitors, or you can create similar content linking to your competitors.

Best Practices and Tips for Successful Link Building

Successful link-building is not just about getting as many links as possible. It's about building high-quality links from authoritative sources that can help establish your website as a credible and trustworthy source of information. But how do you achieve successful link building?

Produce High-Quality Content: The Core of Link Attraction

The first and most important step to successful link-building is producing valuable, informative, shareable, high-quality content. When you create content your audience finds useful and interesting, they will be more likely to link to it from their websites. There are many different types of content that you can create, including:

  1. Infographics: Develop visually appealing infographics that present complex legal concepts concisely and engagingly. Promote these infographics across relevant platforms to encourage backlinks.
  2. High-quality legal blogging: Regularly publish informative and insightful blog posts related to your expertise in the legal field. Provide unique insights, analysis, and practical tips to establish yourself as an authority.
  3. eBooks, reports, guides, and white Papers: Create comprehensive and well-researched legal resources that offer valuable and actionable information. Offer them as free downloads on your website, making it easier for others to link to your content.
  4. Podcasts and videos: Explore different mediums to showcase your legal knowledge. Launch podcasts or create informative videos addressing common legal issues. Share these across platforms to increase your chances of gaining backlinks.
Learn more about the content marketing for law firms!

Answer Legal Questions on Forums and Quora: Showcasing Expertise

Participating in legal forums and answering questions on platforms like Quora can help establish your expertise and build backlinks. Here are some guidelines to effectively engage in these platforms:

  1. Select relevant platforms: Identify forums and communities where your target audience seeks legal advice or information. Focus on those that allow the inclusion of links in your answers or profile.
  2. Provide valuable answers: Answer legal questions comprehensively and provide practical advice. Offer unique insights, cite credible sources, and substantiate your answers with case studies or relevant examples.
  3. Include links sparingly: Incorporate links to relevant resources in your answers, but avoid excessive self-promotion. First, Provide value, and link back to your content only if it adds depth or further information.
  4. Engage in meaningful discussions: Participate in discussions, share your expertise, and show genuine interest in helping others. This builds trust and encourages others to link back to your website.

Interviews and Podcasts: Building Backlinks through Thought Leadership

Interviews and law firm podcasts are in rave. These can be in video or audio formats. You have meaningful conversations that tackle a topic, case, or ruling with guests—renowned lawyers, colleagues, law firm executives, legal influencers, and more. You can also answer audience questions left in your social media comment section or discuss the winning topic on a poll. Participating in interviews and podcasts has benefits, including thought leadership, increased visibility due to a dedicated audience base, and valuable networking opportunities.

To find interview and podcast opportunities, law firms can consider the following tips:

  • Look for opportunities in your own network. Do you know any journalists or podcasters who might be interested in interviewing you? Reach out to them and see if they'd be interested in having you on their show.
  • Attend industry events. This is a great way to meet new people and network with potential clients. Keep an eye out for opportunities to speak at events or participate in panel discussions.
  • Use social media. Social media is a great way to connect with potential clients and build relationships with journalists and podcasters. Share your insights on industry trends and news, and offer to answer questions from your followers.

Contribute to Legal Articles: Establishing Authority in the Field

An example of contributor's article

Legal articles and publications typically have high domain authority, which means backlinks from these sources carry more weight in search engine rankings. To approach legal publishers for content contributions, consider the following tips:

  1. Identify targeted publishers: Research and identify legal publishers known for publishing high-quality content related to your practice area. Look for publishers with a strong online presence and a large readership base.
  2. Study contribution guidelines: Familiarize yourself with the submission guidelines of each targeted publisher. Pay attention to their preferred topics, formatting requirements, and editorial policies.
  3. Craft high-quality content: Create well-researched, informative, and engaging legal content that aligns with the publisher’s guidelines and Target Audience’s interests. Focus on providing unique insights and actionable advice.
  4. Make outreach efforts: Reach out to the publishers, expressing your interest in contributing to their publication. Provide an overview of your content idea and how it would benefit their readership. Personalize your outreach to increase the chances of a positive response.

Leverage Social Profiles and Directories for Backlink Diversity

Facebook blogging for law firms
Do not forget to insert a link to your website when posting an article on social media

Many potential clients have an account on two or more social media platforms. So, they can be scrolling through one of them and come across a post that includes your backlink and visit your site. Directories are also good since they allow clients to find you. Many of them are free; you just have to claim your profile. Some reputable social platforms and directories that lawyers should consider are:

  • LinkedIn: Create a professional LinkedIn profile for your law firm, optimizing it with relevant keywords and linking to your website.
  • Facebook Business Page: Establish a Facebook Business Page for your law firm, including your website link in the "About" section.
  • Avvo: Avvo is a leading online legal marketplace where lawyers can create profiles, list their credentials, and include links to their websites.
  • Justia: Justia is a legal directory allowing lawyers to create profiles and include website links.
  • FindLaw: FindLaw is a comprehensive legal directory that allows law firms to create profiles and include website links.
  • Legal Directories: Many legal directories showcase law firms and attorneys in specific regions or practice areas. Examples include Martindale-Hubbell

Use Custom and Quality Images for Link-Worthy Content

Visuals move people more than they show what you want them to see. That is why images in any of your content must be eye-catching regardless of the colors, styles, and elements used. To optimize your images for linkable content:

  1. Create original and unique images: Avoid using stock images that might be overused and generic. Developing custom images that resonate with your target audience and align with your brand will make your content more memorable.
  2. Optimize images for SEO: Use descriptive filenames that include relevant keywords and add alt tags to provide context for search engines. Compress images to improve page load times and ensure they are mobile-friendly.
  3. Include valuable information in infographics: Infographics are highly shareable assets that can attract many backlinks. Ensure your infographics present useful and visually appealing data that provides value to your audience.
  4. Make images easy to share: Implement social sharing buttons on your website or blog to encourage readers to share your images on various social platforms. This can significantly increase the chances of your images being linked to and shared.

Follow Google Guidelines: Staying White Hat in Link Building

Google's webmaster guidelines are rules websites must follow to be considered for inclusion in Google's search index. These guidelines cover various search engine-essential topics, including link building. Google's guidelines state that you should only build relevant and natural links. This means you should avoid link-building tactics to manipulate search engine results pages (SERPs).

These link-building tactics are known as black hat tactics. Some examples are:

  • Buying links
  • Exchanging links with other websites
  • Spamming your links in forums and comments
  • Using hidden text or links

If you engage in any of these black hat link-building tactics, your website could be penalized by Google. This could result in your website being removed from the search index or cause your website to rank lower in the SERPs. So, you should use white hat tactics to build relevant, natural, and high-quality links.

Below are tips to help you comply with Google’s Guidelines. 

  1. Avoid participating in link schemes or buying links, as these practices are strictly against Google's guidelines.
  2. Actively solicit links and create valuable content that naturally attracts links from other webmasters and influencers in your industry.
  3. Engage with relevant communities and participate in discussions to establish yourself as an authoritative figure in your industry.
  4. Aim for diverse backlinks from various sources, including industry-specific websites, news publications, and authoritative blogs.
  5. Regularly monitor your backlink profile to identify any spammy links that can affect your website's ranking. Utilize Google's Disavow Tool to disavow these links and communicate to Google that you do not endorse or associate with them.

Work with Link Building Specialists: Outsourcing for Efficiency

If you're short on time or don't have the expertise to build links yourself, you can consider hiring a link-building specialist. Link-building specialists can help you to build high-quality links that will improve your search engine rankings and drive more traffic to your site.

When choosing a link-building specialist, be sure to research and choose someone who is reputable and trustworthy. You should also ensure the specialist has a proven track record of success.

You should consider the following points when outsourcing link building for a law firm. 

  1. Make sure link builders have experience working with legal websites. Law sites have unique authority, credibility, and reputation requirements that general marketing firms may not fully understand.
  2. Provide thorough guidelines on the types of links you will and won't accept. Law firms must avoid links from dubious or low-quality sites that could negatively affect their search rankings or reputation.
  3. Focus link-building on industry publications, directories, and legal blogs/forums where your attorneys are already active participants. Guest blogging and contributing to discussions are more credible than random outbound links.
  4. Monitor progress closely and audit reported links. Some less reputable firms may try to take shortcuts that could backfire. Check links are natural, on-topic mentions.
  5. Consider a tiered, ongoing program rather than a one-off link-building campaign. Building authority in the legal space requires a long-term, relationship-based approach.
  6. Agree on handling DMCA or spam reports proactively. Outsourced teams need procedures to address any issues fast to avoid damage.

Outdated Link Building Tactics

Some other outdated techniques you should disregard are:

  • Blog network links
  • Use of article directories
  • Guest posts on open contribution sites
  • Low-quality directory links
Outdated linkbuilding tactics

These antiquated link-building tactics probably aren't the reason why your competitors are ranking, and they won't be very helpful to you either.

Instead, focus on what does work for their lawyer SEO. Which of your competitors' content pieces are earning the most links? Note the content format, topic, length, and date of publication. Consider what you can do to repeat their success in a way that adds more value and aligns with your brand.


A strong backlink profile signals authority and trust to search engines evaluating law-related keywords. With the proper guidelines and oversight, outsourcing certain link-building tasks to a reliable law firm SEO company means law firms can maximize their SEO results while minimizing strain on their internal resources.

Following this long-term, relationship-based approach tailored for legal websites will strengthen your online presence over time and bring you more leads and more billable hours in the long run.

If you would like help to implement a comprehensive link-building strategy as part of a full-service digital marketing solution for your law firm, consider partnering with Grow Law Firm Agency. We have years of experience optimizing legal websites and connecting attorneys with more qualified leads online.

Contact us today to learn how we can boost your search visibility and case acquisition through SEO strategies tailored to your practice.

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