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As a lawyer, your expertise wins cases — but online, Google decides if you win clients or lose them to your competitors.
With 92% of clients using Google to find legal help, a strong law firm SEO (search engine optimization) strategy is essential to get found and get hired.
One key component to achieve this? Backlinks! These are links or "votes of confidence" from trusted websites to yours that signal to Google your firm is credible and deserves a top spot.
In this guide, we break down our top law firm link-building strategies to help you gain visibility and attract clients — without relying on referrals.
Why Link Building for Attorneys is Important
If you want to outrank your competition and attract more clients, link building is key.
What does a solid link-building strategy include? For one, it means acquiring quality links from trusted websites to boost your law firm’s credibility and rankings on Google. In fact, backlinks are one of Google’s top 3 ranking factors — helping law firm websites appear higher in search results.
The proof? The top-ranking page on Google has 3.8x more backlinks than lower-ranked results.
On a higher level, here's why backlinks matter for law firms:
- SEO Boost – More high-quality backlinks = higher search engine rankings, meaning more potential clients see your firm first.
- Link Authority and Trust – Links from reputable sites signal to Google (and clients) that your firm is highly credible.
- Referral Traffic – Backlinks from industry sites and legal directories drive direct traffic to your website.
At the end of the day, if you want a stacked caseload — a good link-building strategy is absolutely essential in your SEO efforts.
— Quality vs Quantity: Smart Link Building for Law Firms
Not all backlinks are created equal.
While some firms chase volume, 93.8% of link builders prioritize quality — and for good reason.
High-quality, do-follow links from authoritative legal sites boost your search engine rankings, credibility, and traffic. On the other hand, spammy or no-follow links can hurt visibility and even trigger Google penalties.
Quick SEO lesson: Do-follow links help your site rank higher, while no-follow links don’t boost rankings but can still drive traffic. Basically, they do not pass on "link juice" to your site.
So focus on earning strong, relevant do-follow links that actually move the needle for your firm.
— Key Link Building Terms for Lawyers
- Anchor text – The clickable text in a hyperlink. Using relevant, descriptive anchor text helps search engines understand the linked page’s content. For eg. Instead of linking with generic text like "Click here", use a relevant competitive keyword like: "Top personal injury lawyer in Chicago".
- Referring domains – Websites that link to your firm. A diverse, high-quality backlink profile improves rankings and credibility.
- Do-follow & No-follow links – Do-follow links pass SEO value or "link juice", while no-follow links don’t, but they can still drive traffic.
- Link equity – The value or authority passed from one page to another through backlinks, impacting your rankings.
- Domain authority/rating – Metrics from SEO tools (Moz, Ahrefs) that estimate a site's backlink strength and credibility.
- PageRank – Google’s original algorithm to assess the importance of web pages, based on backlink quality and quantity. It's still influential today.
Top Link-Building Tactics for Law Firms
Not all link-building tactics succeed. Here are our top 8 methods to help your law firm climb up Google's rankings, build authority, and — ultimately — bring in more clients.
- Legal Awards and Associations
- .GOV and .EDU Links
- Legal and Topical Directories
- Guest Posting and Legal Article Contribution
- Trusted Local Citations/Links
- Sponsorship Opportunities
- Crossposting via Social Media and Platforms, Web 2.0s
- Infographics, eBooks, Podcasts, and Other Quality Content Distribution
— Create High-Value Linkable Content
The best way to attract quality backlinks? Create content worth linking to.
Think about putting together comprehensive guides, case studies, research papers, and infographics to establish your authority and naturally build links.
Example: If you're a personal injury law firm, create a "Definitive Guide to Car Accident Claims in [State]" detailing the steps to take after an accident. Legal blogs, local news sites, and insurance resources will link to it as a trusted reference, boosting your spot in search rankings.
On that note, once you’ve crafted a valuable resource, promote it. Reach out to legal influencers, industry publications, and relevant websites with a personalized pitch explaining why your content benefits their audience.
The more valuable your content, the more inbound links — and clients — it will bring.
— Consider Guest Posting and Contributing to Publications
One of our top recommended link-building tactics? Guest posting!
Writing for industry blogs and legal journals not only earns you high-quality backlinks but also positions you as a trusted expert in your field.
Here’s how to do it right:
- Find the right platforms – Target high-authority legal sites with engaged audiences
- Make your pitch stand out – Show why your insights bring value to their readers
- Deliver high-impact content – Share real cases, legal trends, and data-driven insights
- Drive traffic back to your site – Craft a strong author bio with a strategic link
Keep in mind, a well-placed guest post doesn’t just boost your search engine rankings — it puts your expertise in front of the right audience and drives real client inquiries.
— Get Featured by Becoming a Niche Expert
Journalists and industry bloggers are constantly seeking expert insights.
This is your opportunity to showcase your legal knowledge and position yourself as a trusted source — while earning high-quality backlinks that boost your rankings.
To maximize this opportunity:
- Track citation opportunities – Keep an eye on media requests, legal roundups, and expert sourcing platforms to secure high-authority mentions
- Provide authoritative insights – Back your statements with real cases, data, and legal expertise
- Stay visible & engaged – Consistently contribute to industry discussions to build credibility
- Monitor & optimize – Track which citations drive traffic and refine your approach over time
This long-term strategy strengthens your authority, drives organic traffic, and earns high-value citations from reputable legal directories and sources.
— Use Community Mentions and Local Sponsorships
Getting involved in your local community isn’t just good PR — it’s a powerful link-building strategy. Remember, when your firm is mentioned by trusted local sources, it boosts your credibility, visibility, and your ability to attract more clients.
Here's how to earn valuable local mentions and build links:
- Sponsor Local Events and Charities – Support initiatives that align with your firm’s values to gain recognition and media mentions
- Offer Legal Expertise – Speak at workshops or seminars and provide insights to community organizations
- Get Featured in Local Media – Build relationships with journalists to secure press mentions and backlinks
- Join Legal Associations and Pursue Awards – Winning or being listed can often earn your firm a backlink from the awarding organization’s site
- Monitor and Request Backlinks – If your firm is mentioned without a link, reach out and ask for one
By integrating these steps, your firm can stand out from competing lawyers in your area and attract more clients. Add it to your link-building campaign today!
— Unlock Backlink Opportunities with Reddit
Reddit is a goldmine for earning high-quality organic backlinks. By engaging in relevant legal subreddits and providing valuable insights, you can naturally incorporate links to your website’s resources.
For example, r/legaladvice is a great place to address legal questions from users seeking guidance. But remember, do not self-promote, focus on providing real value.
How to Use Reddit for Law Firm Link Building:
- Provide thoughtful, well-researched answers to legal questions in relevant subreddits
- Share valuable guides or blog posts from your website when they genuinely help users
- Optimize your Reddit bio with a link to your firm’s website for passive organic traffic
As we said before, focus on authentic engagement — strategic contributions can lead to evergreen backlinks that stick and won't be removed by moderators. This will be a massive boost to your site’s credibility and search rankings over time.
— Use Scholarships in Your Link Building for Lawyers Strategy
Have you ever considered offering a law firm scholarship? This isn’t just an act of goodwill — it’s a great way to gain high-authority backlinks from universities, student websites, and scholarship directories.
These links boost your rankings on the search engine results page and position your firm as a community-focused leader.
How to Leverage Scholarships for Backlinks:
- Create a dedicated webpage with clear eligibility criteria and application details
- Reach out to universities to list your scholarship on their websites
- Submit to scholarship directories for added exposure
- Promote it on social media to drive engagement and shares
A well-structured scholarship program builds credibility and earns high-quality backlinks — helping your firm climb higher in Google search results.
— Utilize Legal Directories: Free vs Paid Options
We cannot stress this enough: Legal directories are an easy, high-impact way to earn quality backlinks and boost your law firm’s visibility.
Many top directories are free, offering a valuable opportunity to get listed alongside reputable firms.
Must-Join Free Directories:
- Google Business Profile – The most critical directory for local SEO
- Abogado
- Avvo
- FindLaw
- Justia
- HG.org
- Lawyer.com
- Lawyers.com
- Martindale
- Mediate
- National Trial Lawyers
- Nolo
- SuperLawyers
Claiming your profile across these directories strengthens your online presence, improves search rankings, and connects you with potential clients searching for legal help. Don’t miss out on these easy link-building techniques!
— Discover and Reclaim Lost Links
Every mention of your law firm online is an opportunity — unless it’s unlinked. Unlinked mentions happen when your firm is named on another website without a clickable link.
On the other hand, lost links are those that have disappeared due to site updates or removals.
Here’s how to reclaim them:
- Set up alerts – Use Google Alerts or Mention to track when your firm is mentioned
- Check for missing or broken links – Review mentions and see if they link back to you
- Reach out – Politely ask website owners to add a link. Make it easy by suggesting a relevant linked page you'd like them to include.
- Follow up – A second request often does the trick!
Why is this important? It's an excellent way to reclaim your lost SEO value and boost your rankings. There's no better way to strengthen your law firm's backlink profile!
— Tap Into Law School Networks for Smarter Link Building for Attorneys
Your law school connections aren’t just great for referrals — they’re also excellent for authoritative .EDU and .GOV backlinks that boost your SEO.
Here’s how to tap into them:
- Get published – Contribute guest articles to alumni blogs, law school journals, or newsletters (with a backlink)
- Speak at events – Offer to present at panels, workshops, or guest lectures — many law schools publish speaker pages with links
- Join alumni directories – List your firm in alumni databases and career resources with a direct link to your website
Remember, these high-authority links from the right referring domains (websites linking to you) don’t just strengthen your SEO — they reinforce your credibility within the legal community.
— Leverage Interviews and Podcasts to Build Backlinks
Law firm podcasts and interviews are booming — and they’re more than just great conversations. They position you as a thought leader, expand your reach to engaged audiences, and land high-authority backlinks.
Why this works:
- Builds credibility and trust in your niche
- Taps into established audiences for more visibility
- Creates evergreen content that generates backlinks over time
How to get featured:
- Leverage your network – Reach out to journalists or podcasters you know
- Attend industry events – Connect with hosts and panel organizers for guest spots
A single podcast appearance can lead to lasting backlinks and valuable exposure — so start making connections today!
— Use Your Social Profiles for Backlink Diversity
Did you know social media platforms can be powerful backlink sources that drive organic traffic and boost your site's authority?
That’s right! Your social media profiles aren’t just for engagement — they’re also a way to send visitors to your website.
While most social media links are no-follow (meaning they don’t directly boost SEO rankings), they increase traffic, visibility, and brand credibility, which can lead to natural backlinks over time.
Where to add backlinks:
- LinkedIn – Set up a LinkedIn profile for your law firm and optimize it with key links to your website
- Facebook – Set up a Facebook Business Page for your law firm, and add a link back to your website in the "About" section
- Instagram and X (Twitter) – Use your bio and posts to direct followers to your site
A well-placed social media backlink can bring in consistent traffic over time. Don’t leave them out of your link-building strategy!
— Follow Google Guidelines: Black Hat vs White Hat Link Building
Are you building links the right way?
Google's webmaster guidelines prioritize relevant, natural backlinks and crack down on manipulative link-building tactics. Knowing the difference between black hat and white hat link building is crucial for long-term SEO success.
Black Hat Tactics to Avoid
These shortcuts might seem tempting, but they can get your site penalized or even removed from search results:
- Buying links – Paying for backlinks violates Google’s guidelines
- Excessive link exchanges – Trading links unnaturally dilutes SEO value
- Spammy comments & forum links – Dropping links with no context looks like spam
- Hidden links and text – Manipulating search engines by making links invisible is a major red flag
White Hat Link Building Tactics
Earn high-quality backlinks the right way with these proven methods:
- Create valuable content – Guides, case studies, and insights naturally attract links
- Earn editorial links – Get featured on industry blogs, legal publications, and news sites
- Engage in expert outreach – Provide guest posts, answer journalist queries, and offer expert opinions
- Diversify your backlinks – Secure links from directories, social media, and authoritative legal sites
- Monitor your backlink profile – Use Google’s Disavow Tool to remove harmful links
Want to stay ahead without risking penalties? Build relevant and natural links! Focus on ethical link building that keeps you in Google’s good graces.
— Measure Your Link Building Results
Building backlinks is just the first step — tracking their impact is what drives real results.
Our recommendation: Monitor referral traffic and rankings for linked pages to see which links move the needle. This helps identify which ones are effective and which ones may be harming your SEO efforts.
Use tools like Ahrefs and Semrush to track backlinks, analyze their quality, and uncover new opportunities.
Pro tip: Make sure to regularly conduct backlink audits. This is crucial as it will help you spot and remove low-quality links from suspicious referring domains.
— Try Out a Link Building Service for Law Firms
Short on time? Hiring a company that offers attorney link-building services can help you secure high-quality, authoritative links quickly.
But be cautious of which services you choose. Here’s what to look for:
- Legal Industry Expertise – Choose a team experienced in law firm SEO to ensure credibility and compliance
- Quality Over Quantity – Make sure they avoid spammy or irrelevant links that could hurt your rankings
- Industry-Specific Placements – Ensure they prioritize legal directories, industry blogs, and trusted publications
- Transparent Reporting – Choose a law firm marketing company that conducts regular audits to ensure links are natural and valuable
We Build Your Backlinks, You Win More Clients.
You’re busy running your law firm — you don't have time to chase backlinks. But without a strong link-building strategy, your competitors are getting cases that should be yours.
We deliver proven SEO link-building services for lawyers just like you! At Grow Law Firm Agency, our team of 50+ SEO experts helps you secure high-quality backlinks to boost your rankings, build your credibility, and bring you qualified leads.
Stronger backlinks mean higher rankings. Higher rankings mean more clients. Contact us today!
Want to learn more?
Read the Next Guide → How Technical SEO for Lawyers Helps Rank Higher on Google
Explore our top 7 technical SEO tips to dominate Google rankings and win over new clients every month.
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Stay Ahead of the Competition!
Compare your law firm's performance to Local competitors with our instant assessment tool
Get a clear picture of your firm's performance
Boost your online presence
Compare My Firm
