9 Great Link Building Tactics That a Law Firm Can Use for SEO

9 Great Link Building Tactics That a Law Firm Can Use for SEO
Beth Worthy

Beth Worthy


If you want to increase traffic to your law firm website, you need to be familiar with different link building techniques. Linking is an important SEO strategy that will help you get organic traffic and leads to your site.

For your website content to rank well on Google, your site needs high quality links from trusted, authoritative sources. Having reputable links shows that your site’s content can be trusted, hence placing you above your competitors.

Below are nine strategies for building backlinks to your website.

1. Get your website listed in law firm directories

When your website is listed in an online law firm directory, your visibility to potential clients will increase.  

To get listed in a directory, you will have to fill a short form. There are many law firm directories that you can submit your website. Some trusted online legal directories include HG.org, Jurist.org, Lawyer.com, Mediate.com, attorneyatwork, and Nolo.com.

2. Get backlinks from authority websites

Research sites that are leaders in the legal industry. Getting published on these sites takes hard work since they have a high barrier to entry. Many law firms do not bother to get links from these sites due the difficulty. However, if you want to see results, you need to put in the effort.

Your website will rank well on Google when you succeed to get published on one of these reputable sites.

3. Write guest posts for reputable websites

Rather than waiting passively for other webmasters to link to your website, write original, educative and inspiring content that is relevant to your industry. After this, connect with owners of high-ranking sites that publish content in the legal industry. You can also create content with other partners for mutual benefits.

When your work is published in authority website sites, chances are you will get a link to your site, even to one of your posts. Any link from an authority site will help to boost your website’s ranking on Google.

If you are implementing the guest posting technique to improve your site’s traffic, there are some mistakes you should avoid. For example, do not submit guest posts to public blog networks.

4. Find opportunities that let you give expert advice

Giving expert advice on an issue is an easy way to earn backlinks. You can do this by:

  • Answering journalists’ calls for comments on topics of your interest. Simply follow journalists that cover legal topics on social media and be on the lookout for their request for sources.
  • Join HARO or ProfNet to find requests for legal industry pitches

5. Build diverse backlinks

Diversity your backlinks to improve your site’s ranking on Google and avoid potential penalties. For example, you can shoot videos and get hire a legal transcription services company to transcribe them to text, which can then be linked to your website.

Monitor your backlinks using a backlink tool such as Ahrefs to know where they come from.

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6. Take advantage of your education background

The websites of higher education institutions are great sources of backlinks. These websites have, over time, developed authority online. Getting a backlink from the sites will boost your website’s ranking.

You can get a backlink by researching the kind of content published on the websites and ten offering to contribute to some of their publications. Giving a small donation can also get your site linked to as a sponsor.

7. Include links in your downloadable resources

When offering free resources such as e-books and case studies to your clients, include a link to your website in the documents. You can also share the PDF documents containing the links on sites such as SlideShare, LinkedIn, and Scribd.

8. Create a strong online presence

Use every opportunity to build your online presence - be it by making donations, writing articles for other sites, making videos or when you are featured in articles or books. Strive to ensure any content where you are mentioned includes a link to your site.

Getting your website at the top of Google search results can take a long time by building backlinks. However, the backlinks will drive targeted organic traffic to your website, which you can segment into your funnels to identify leads.

9. Maximize reach of your marketing material through transcription services

A lawyer can get diverse content marketing material, like podcasts, videos and audios, re-purposed into transcripts with the help of transcription services. This helps the search engines crawl and index the content and can make the lawyer’s website ranking higher in search results, leading to more traffic and leads.

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Beth Worthy

Beth Worthy

Beth Worthy is the President of GMR Transcription Services, Inc., a California based company that has been providing accurate and fast transcription services since 2004. She has enjoyed success at GMR for almost ten years now and has helped the company grow. Within two years of Beth managing GMR Transcription, it had doubled in sales and was named one of the OC Business Journal’s fastest-growing private companies. Outside of work, she likes spending time with her husband and two kids.