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link building


Why Concentrate On Link Building Even Before An Event?

In our last discussion, we talked about developing different ways to get online recognition. By utilizing these techniques, one can contribute to one’s search engine optimization efforts in ways beyond the traditional methods. Still, it is important that you view the whole package when it comes to building up your reputation. Another way to do this is by being effective in your link building efforts.

For the most part, the most common way to build links for any type of campaign is during the event. It is there that you meet your contacts and build relationships that will bring you the links you’re looking for. Many people may also work on link building after the event by following up with new connections and solidifying those new relationships. All of these are effective tactics that all online marketers do. However, there is one area of link building that often gets neglected. According to,

With any event-based link building campaign, there are three major stages of link building opportunity – before the event, during the event, and after the event. Perhaps one of the most neglected is the ‘before stage’, yet get this stage right and you create a powerful foundation on which to build your future success.

In order to do this you have to apply several different strategies to make sure that your firm is recognized even before the event happens.

Be Newsworthy

By providing newsworthy information prior to the event, you build up anticipation for the information you wish to share. When you can create a way to generate public interest in what you have to say, people will automatically be drawn to it. Sometimes, what is newsworthy may have little to do with what you’re offering but if it builds up anticipation, it will drive people to connect to you and link to your site.

Your goal is to create organic links rather than those that are acquired by creating content that people will automatically want to be a part of. If you have an event coming up a great blog post can be a natural way of getting the message out. As they point out at,

If you want to write an occasional guest post, do it to build audience/authority & not just to gain a link. A great blog post can get you in front of a lot of eyes, generate comments, shares etc. & ultimately go a long way.

Start by letting the media know that your upcoming event is newsworthy and that people will be driven to want to know about it. You can also comment on other newsworthy items and connect them to your event. Chances are that if you chose wisely, those interested in the first news item will be interested in your event as well.

Provide a Free Service

Another way to tap into the source before the event is to offer a free service to draw attention to your firm. Some may choose to do this in an effort to build up good will for their firm; offering a free legal counseling day or handing out tickets can bring in a lot of attention.

The reality is that effective link building takes talent and astute observation. By effectively applying these strategies, it will be much easier than you might imagine to build links. As they point out at Lawyer Marketing,

The key point to note, however, is that link-building is a complex and (if not done correctly) potentially risky technique. That said, it pays to have a fundamental understanding of it, particularly when you speak with SEO consultants who contact your firm.

By learning how to use all the facets of link building you can bring your law firm from the stone age right into the modern age without the struggles most firms get while building a brand recognition.


To Link Or Not To Link, And How

In my last blog, I spoke about Do It Yourself marketing for law firms and how small to mid-sized firms can take on and handle their own online marketing needs, and still be successful. Still, when it comes to online marketing, even with the do it yourselfer, there are important facets of the search engines that cannot be neglected.

In the last few years, we’ve watched Google release one algorithm update after another, leading the SEO industry to wonder whether or not it is still wise to use links on their sites. The answer is not always so cut and dry, and the line between building links and earning them may have been blurred.

In the past, when the Internet was still new, a site could simply add links to sources in much the same way as a writer makes a bibliography. Anyone who wanted more information on the topic could simply click on the link and be directed to the new site. Google would then rank a site “good” based on the number of links there were. Once that caught on, then people began creating backlinks, which started much of the confusion and controversy on links today. According to Search Engine Watch,

Figuring out ways to create backlinks became a new industry. Some purposely manufactured links made for Google search results that weren’t necessarily the best results. That’s when everything went haywire.

This left many people wondering just exactly what should they be doing with their links. To link or not to link became the question of the day.

Link Juice

If you haven’t heard the term “link juice,” this is defined as the power of equity that is transferred to a site by way of links. Each link is considered as a recommendation of the site and can be a major factor in determining where your page falls in Google’s rankings. A site’s link juice should be spread out over several pages rather than focusing on just one page (the home page for example).

This becomes a problem, however, when source information is linked from one site to another. The new site then uses the same information but does not use the original source link. If this is done repeatedly, Google may see this as being unnatural or even manipulative. While we all know that a link to the original source of the information would be of the most value to the reader, it wouldn’t serve the needs of the sites that use it. In fact, it will only serve the business if they are the original source of the information.

Why Businesses Avoid Linking to the Original Source

There are several reasons why a business may choose not to link to the original source. For one thing, there may be fear that the site they link to is better than theirs and they may be leading their customers into the arms of another business. As they explain at SEONews,

It is true that a well-known site that references content on a lesser-known site will get linked to like crazy. For example, Hubspot publishes “ultimate lists” with data from numerous sources. Bet they get lots of links and the original sources don’t. And bet some of those sources spend precious time trying to get the link redirected.

Other reasons why they may choose not to link to the original sources could be because of public policy, or they simply don’t want their visitors to click away from their site.

The Value of Links

Any business that is online will eventually come to realize that links are extremely valuable. Whether they are manufactured or organic in nature, they need to recognize that Google factors these links in determining the sites place in the ranking. It’s important to understand that there are more factors involved than just having a link on your site.

Google does not just up your ranking because you have links as it recognizes that there are many businesses that are buying links or manipulating them in order to push ahead. This means that the quantity of the link has little or no value to Google, but the quality of the links will carry a lot more weight.

Online marketing pros suggest that a website owner work to build their links gradually over a period of time and focus on organic links rather than push the envelope and force the issue. They also recommend that links come from a variety of sources, rather than a select few. Since Google actually takes the time to determine where the link is coming from and how fast a site is collecting them, they will be able to determine whether or not a link is truly organic and valid.

Google Strategy

Google has implemented a multi-angle strategy that modifies an algorithm signal based on a business’ niche. Some niches are often loaded with spam and others may be known for being highly competitive, so Google will use a different strategy to analyze these sites. Still, there are a few things you can do to make sure that the links you use will work in your favor.

First, use natural backlinks that are earned and not purchased or manipulated and focus on quality, not quantity. As they explain at Packerland Websites,

Google has redefined its definition of quality content. These days, it is not enough to post a long and unique article filled with relevant keywords. The article has to be useful. It has to illustrate example and provide video clips and infographics that entice people to share the article more.

This makes for a difficult task for the small business website to stay competitive. Google tends to favor well-know name brands creating a disadvantage in many cases. However, while it may be difficult, it is not impossible to do. Website owners need to learn to think more deeply about the quality and diversity of their sites, and be creative in ways that will make them stand out. If they do this, they will be able to sift through much of the confusion about how Google sees the links that everyone wants to add to their sites.

But they have a value that goes well beyond search engine ranking. As one programmer explains, links are for life. They relay to your visitor that a site is trusted and the information is deemed valuable. By adding links to your site, you’re not only leading your visitor to something that will solve a problem they are dealing with, but it will also raise your site a notch in their eyes.


Build Up Your Links Slowly But Steadily

Last time, I provided some tips on how to blog like a professional. Today, let me discuss the process of building of links for your site. Search engine optimization, and all of the little things that go along with it, might seem like a race sometimes, especially if you’re in direct competition with another local firm, but speed doesn’t always mean success in this game. The age old adage, “slow and steady wins the race,” is something that I definitely like to suggest, especially in terms of link building, because while it can be tempting to take what you can get wherever you can get it to spread word of your firm quickly, these links may not always go over so well with Google.

I talk about content all the time, but there is a good reason for this; content is your key to better rankings. If you want somebody to take you seriously during a case, you don’t speed through your research and take whatever tidbits of useless information you can get. Instead, you do your due diligence and find what needs to be found to build a high quality case. Your website should reflect the work that you do at your firm, and this includes your links.

Get Your Links Out Naturally

If you want your links to be natural and organic then you need to find ways to fit them into content without forcing them into places where they don’t really make sense. One way to get around this is to use guest posts to your advantage. I have touched on the subject of guest posts in the past, but I must impress how important they can be to law firms in particular. Lawyers are automatically authorities on their field of practice. You’ve gone through years of school, years of practice and rigorous testing to get where you are, and people want to know what you have to say. Word Stream suggests:

Guest posts are probably the most powerful example of how you can get a link on an authoritative domain (and even on an authoritative page) with precisely the anchor text you want. The process is also a very “pure” way to build links as you’re giving something (a piece of content) in exchange for the link.

If you can find a site that wants to post information about your industry of law, don’t delay, it could be a great opportunity to support your firm and advertise your brand without being pushy or appearing to be a fake.

Get Others On Board

I’ve talked about using connections in your firm to help increase unique blog content, but now I want to discuss another way that your peers can pump up the brand volume of your firm. Many people have blogs and individual websites now, and although the staff at your firm may not have their own personal websites, spouses, family members and friends of your staff just might and this could be a powerful connection for you.

Ask around and see if anybody on your payroll knows of ways to share links to your site. This can be incredible useful if the websites are local, because you can support local business while they support you.

Find The Person Who Matters

When it comes to link building you need to speak directly with the person in charge of a site or business. Don’t leave it to chance and hope for the best by contacting a generic address with the hopes of being taken seriously. Search Engine Journal reports:

The main reason why link builders don’t get responses from their outreach is they don’t really send their emails to the right person. Oftentimes, they send emails to or or and wonder why they get no response from their link prospects.

You have a much higher chance of being featured on a website, local or national, by speaking directly to somebody who has access to the content on the site. A web manager, company manager, or even a customer relations officer can help you get your link where it needs to be.


Linking Your Firm To Higher Traffic Rates

Last time, I discussed various SEO techniques like email marketing, uploading videos, and seminars and surveys. I link, you link, we all link, but successful link building is less about quantity and more about quality. I enjoy talking about links because they’re one of the most basic fundamentals of better SEO, and honestly, it’s one of the easier subjects to grasp even if you’re completely new to marketing your firm online.

Having a website isn’t enough to boost your brand on search engines, like Google; you have to outsmart your competition, but do so in a way that is genuine and within the guidelines of the algorithms which Google has set forth. That might sound like a lot of mumbo jumbo to you as a lawyer, but just as your law jargon may go right over the heads of some of your clients, it still has a strong meaning in your field, and if you want better search engine optimization, then learning the basics of link building is definitely important.

Authority Always Beats Aesthetics

While getting linked by websites with legal sounding domains might seem like the most beneficial way to build your brand and increase traffic, you could be doing more damage than good in terms of search engine rankings. When Google and other engines look into links, they will rank you not only on how many sites lead back to you, but by whether or not those websites are relevant and real. It’s too easy to set up a spam site with a classy looking domain name, and internet giants like Google know this. Word Stream provides the following in regards to link building:

A link from an authoritative website like the Wall Street Journal will make a greater impact on a SERP than a link from a newly built website, but high quality links are hard to come by. This guide will teach you how to build quality links.

If you want to get ahead in the linking world, you need to find ways to associate your firm and brand with other well-known brands. Yes, you still want those brands to relate to law in some form or another, but they don’t need to have a legal sounding domain, they just need to be trusted by the public.

Don’t Go Crazy With Spring Cleaning

In the world of SEO, staying on top of old links, and throwing out the old to make way for the new is definitely important, but don’t be fooled into thinking that any non-authority link is bad. Law Firm Authority says:

Not all links that you might classify as suspicious are going to ruin your website if you just leave them alone. What you don’t want to do is build NEW spammy and low quality links.

It’s better to have links that are trusted and well-known by potential clients and search engines than those that could be counted as spam, but it’s also better to have a few links that lead to genuine websites that aren’t exactly the New York Post, than have no links at all. When your firm is mentioned by a high profile website, or linked to by a small local business, these all can add to your ranking online, so try not to spring clean your links into oblivion. Be choosy about who you affiliate your firm website with, but also be open to the opportunity for more awareness in whatever form it may come in, so long as it isn’t fake.

Start With Your Content

I have gone over the importance of content so many times, but this is because it is so very important that you continue to create genuine content. It isn’t enough to begin with posts that are up-to-date and relevant and then sprinkle in a few fluff pieces; your clients and search engine crawlers WILL notice this behavior. Making fresh content and keeping your website genuine and up-to-date will not only attract better ranking, it will also attract better links. states:

Ideally websites will build credibility through an abundance of naturally built contextual links, meaning links that occur without ever having to ask for a link to your site. In order to develop these links however, a website must be aligned with other sites and provide exceptional content that other sites want to be reference.

Don’t panic if you aren’t being offered various authority links right away; you may have to work your way there, just like you worked your way to the top of your firm. Everything in business takes time, but the biggest payoffs often come with hard work and patience, so stick to it and stay true to your site rather than opting for store bought links that could land you in trouble later.

Research Links Before Using Them

You might have an idea as to which sites you would want to be affiliated with and this is great, but before you go digging for recognition, you had better do your homework. Not all links are created equal, and sometimes you’ll find that the competition is getting more appropriate links based on something your firm is lacking. By doing a little research you could completely revitalize your brand as far as links and SEO go with a little keyword updating and new content. Laywernomics suggests:

If you’re trying to rank for “Miami criminal defense attorney,” then you obviously want to take a look at what some of the websites that rank well for that search term are getting for backlinks, but also take a look at websites which rank for other practice areas in the same city/state as you’re more likely to find websites relevant to your area.

Remember that while your greatest goal might be to outrank the law firm on the other side of town that specializes in the same field as you, that competition may also be your greatest asset in reaching those goals. Always check out your competitors’ websites to see what you could be doing differently. This doesn’t mean that you should be copying content or including similar photographs, just that there might be a reason they have more genuine links than you do, and it can often be simple to gain access to the same or better links.


Making Links A Priority Could Keep You On Top

Last Friday, I discussed how to make your site more accessible to users of mobile gadgets like smartphones. Today, I would like to go back the topic of using links. It is vital that the links that you use and that are used by other sites to promote your firm can lead to the success or demise of your website. By using links that work well, lead to genuine content and seem like they were gained through legitimate means, you can land yourself in the top rankings of Google and other search engines when clients search for your type of legal service.

Google’s link removal requests were phenomenal last year, climbing the scales from previous years to a whopping 345 million requests. From 2013 to 2014, the numbers rose by 75%, and if I have to be honest, I feel like 2015 won’t be much different. Fortunately the legal market wasn’t greatly affected by these requests, and in fact, lyrics websites were at the top of the chain of sites being hit the most, but that doesn’t mean that you’re completely safe. The links that you use and that build traffic from other sites to your own reflect upon you as a business and Google won’t let it slide if you’re breaking the rules.

Keeping It Clean

Several things that can improve your rankings through links is how you describe them, what materials they are leading your clients to and what content your clients are gaining through the link involved. Most consumers aren’t going to understand every Latin term or legal phrase written on your site. So keep your terminology to a minimum and make sure that your links are clean and easy to find. Search Engine Land says:

One of the more difficult parts of an SEO program is getting away from using internal jargon and describing products or services the way your customers do.

This ties in with my article about customer service and building rapport over rankings with your clients. Of course your rank is important, but you won’t get very far with Google or with potential consumers if nobody knows what you’re talking about. Unfortunately, this is a sad truth for law in particular because of all the terms and phrases used that aren’t usually applied in any other form of business.

Link Farming And Law Firms

There was a big law firm all over the internet and national news not long ago by the name of Seikaly & Stewart, whom I have mentioned before, which shocked much of the online community when they got caught using a link farming tool to bring more business into the firm’s website. Link farming is a big no-no, and while you might not know that right away, it is something that you would recognize after minimal research in the field of SEO. Here is what I previously said about the importance of SEO:

It is absolutely crucial that you not only know the basics of SEO before you get started with them, but that you know who you are working with as well. You wouldn’t take direction from a stranger on how to win a case would you? So why then would you think that it might be a good idea to take direction from a stranger on how to better build your online business and bring in traffic to your website?

As lawyers, one of your strongest suits and most regarded tools against making mistakes is your ability to research, find the facts, and stay within the legal guidelines set out by regulators. Unlike many federal and local laws that you follow as a business, the way that you manage your website offers a different type of legality, and requires an entirely new form of research and information management. If you’re not willing to understand the basics, not even an expert can help you reach success in SEO.

What Your Links Are Doing For You

You have heard me talk about links, tell you which links to avoid, how to get the right kind of links, and various other information on link building, but do you know why you are doing all of this? Link building is very important for law firms and any online business or website operator. Links not only bring in new business by directing customers to your site who may not have realized you existed previous to finding the link, but they also show Google and other search engines what the population wants more of. states:

Since the late 1990s search engines have treated links as votes for popularity and importance in the ongoing democratic opinion poll of the web. The engines themselves have refined the use of link data to a fine art, and use complex algorithms to perform nuanced evaluations of sites and pages based on this information.

When a real business posts a link to your firm on their website it shows Google that this particular site values the content that you have posted and supports you as a business as well. This, of course, means that if you have a link on a site that is completely irrelevant to your own, or one which has been flagged by Google in the past then you won’t be taken seriously and that link will actually count against your ranking rather than help you bring in more business and rise above competitors.

Know what you want to share with your clients, be prepared to do research to better understand SEO and recognize that the links you share and are shared through relate directly to how seriously your site will be taken. This is the information that I want all of my clients to understand before they even begin asking for help in building better links and gaining a more complex understanding of SEO and how it can work for you.

SEO, when done properly, can create an entirely new way of doing business, especially for law firms, on the other hand, it can also prevent success and diminish your chances for new clients if used improperly.


Link Building Faux Pas To Avoid This Year

Previously, I have discussed various SEO tactics that one should not follow but today, let me focus on what to avoid with regards to link building. Link building is a pretty important part of SEO, but you have to do it smartly, or you’ll wind up wondering what went wrong. I often tell my clients that if they’re going to begin building links they should treat it the way that they would treat any other form of networking from company to company. You wouldn’t just walk up to somebody at a party and pay them to be a contact for your firm, so why would you pay a website to link your firm in a similar way. If you work for your links and build genuine relationships with the other sites that host your links, you’ll get much more traffic generated at a more realistic pace. Unfortunately, there are a lot of spam faux pas to avoid, such as the following.

Forum Spam Links

One of the most annoying and often easy to spot forms of link spam are those left on forums, blogs, and other comment posts, especially the ones that are generated automatically. Yes, believe it or not some businesses use a generic comment that links people on a blog or forum back to their site. states:

Once upon a time the nofollow tag didn’t exist. Every link on every website was a pure, unadulterated do follow link passing glorious Page Rank. Blog and forum spam literally made Google step in and introduce this new form of link-in order to discourage spammers.

Unfortunately, this form of link spam gives a bad name to many who would use these comment areas to help network their websites. You have to be very careful in how you promote yourself through another site or any kind, or you could end up on Google’s naughty list, and that’s no way to start off the new year.

Poor Quality Guest Posts

Guest posts can be a great way to get some much needed publicity, but if you’re using a “guest post” that has no real relevance to your site, or somebody who has no credibility whatsoever, you might as well have no guest post at all. The best way to utilize a guest post to your advantage is to approach somebody from your industry, usually a professional or expert on a particular subject about which you’d like information posted on your site, and see if he or she wouldn’t mind typing something up for you. In this way you can help them gain publicity, and in return he or she might be able to link others to your site in an effort to get him or herself more readers.

Don’t Get Links From Online Providers

I have said it before, but I will say it again, don’t try and get links the easy way. Nothing that comes easily online is going to be beneficial, at least not as far as link building and SEO goes. If you are cutting corners by using companies that exchange links for a fee you are in trouble. Website Magazine says:

While you may have heard about Ann Smarty’s site getting hammered by Google, there are many like it. You should not get links from a public exchange as they are in the crosshairs of Google.

You will see more and more of these companies popping up now that you are working on your firm’s SEO and links, but don’t be swayed by the possibilities of their partnership.

Article Submissions

Article submission can be useful if you are submitting an article to a relevant and trustworthy website looking for a guest poster or something similar, but there are various websites out there that will take just about any content you throw at them and you do not want to be associated with them. The upside of these sites is that they will gain you a bit of recognition in the form of a link, but the downside is that you will forever be associated with the phony website that you used to get that link.


Link Building No-No’s Your Firm Should Avoid

Previously, I discussed how to ramp up a law firm’s SEO initiative in preparation for 2015. Now, I would like to focus on a specific component of SEO, and that is link building.

When it comes to SEO in law, link building can be one strategy that can get you ahead of the competition, but if you’re not careful it can also be your downfall. Link building is a helpful tool, but it works on a slippery slope that requires dedication to honest and meaningful content. This is one area of search engine optimization that can’t be faked or bought, or you will get found out and the results won’t make for a successful business.

Not Building Strong Content

One way that new algorithms are making a difference in how you can build links is by looking into the relevance of the content is that is being linked to. I would like to emphasize here that you can’t just throw in a bunch of links to the company that is helping with your marketing or buy a link on a site that only sells links and has no real pride in their content. If not, you will get caught and it won’t be pretty for your website’s credibility. As a lawyer, this is particularly important, as you want to do everything by the book and stay within the laws governed by Google and other search engines. Attorney At Law Magazine writes:

The Penguin update particularly analyzed backlink portfolios (the list of external websites that link back to your website). Sites with low quality links pointing to their domain were penalized. Manual backlink based penalties are determined by human reviewers, but Penguin looks at links algorithmically.

So if the new algorithm locates a bunch of low-quality links pointing to a particular website it would lose credit and be penalized for linking in a manipulative manner that basically promoted spam.

Link Farming

Link farming is one tactic in the SEO game that will give you a fast ticket to trouble. This entails linking to websites that only want more links. Sometimes you pay for this but you’ll find that they don’t add any real value to your site, and these can be problematic in the long run. Truly, it is an easy route to building up your links, and bringing business to the site. And for people who aren’t secure in their SEO knowledge this can seem like a quick alternative to asking around and being dismissed by others. I suggest you follow the advice of

Depending on your approach, as well as, the relevance and quality of your own site, some will respond positively and quickly to a simple link request. On the other hand, poorly executed link building requests may be ignored or even responded to with hostility.

You may find your rankings suffering if the developer of your site used link farming services in the creation of your webpage. A web audit can find this information out for you so that you can remove any unwanted backlinks involved in the farming process.

Blog Spamming

Any SEO expert can tell you that while blog spamming might seem like it’s getting your brand out on the market, what you’re actually doing is exactly what it sounds like, you’re spamming people’s blogs with comments including your link in them. While you might get lucky and get a few new potential clients clicking your links out of curiosity, what you’re more likely to experience is a lot of backlash from the owners of the blogs that you have essentially hijacked. If you have a blog for your site you will understand how annoying this can be to people and businesses alike. You wouldn’t want your own blog updates crawling with comments from competitors or other local companies not adding anything relevant to the article you worked so hard on producing, but rather advertising their own business. It’s certainly not fair SEO play.


Building Links For Your Firm

In previous posts last week I wrote about social media and other methods of SEO to build up your law firm’s website in the long chain of search engine results on local law firms in your area are bound to provide. Today, I’ll focus on a component of SEO, which is building links.

The key to success in online marketing always comes down to setting yourself apart from your competitors and being seen first. Epic Web Results advises:

If your website has incoming links from relevant websites as well as links from your site on other places around the web, it can help increase the visibility of your company and, in turn, create more buzz for your internet marketing campaigns. Link building helps your company create a powerful web presence in many ways.

What is difficult here is getting to the top, of course, but one tip I often give my clients is to take some time out and focus on link building. Now, Google is highly particular in what they will and won’t accept in terms of building links. For this reason, the more genuine your links are, the more likely it is that they will help boost your ranking on a search engine.

Post as a Guest on Other Sites

So how do you begin building links and gaining a reputation through sites other than your own? I suggest beginning with guest posting; as a lawyer you have a large knowledge base that others can’t always come by on their own, and this is leverage for you and your firm in building your brand. Use your expertise on your field of practice to branch out on other websites, blogs, and online publications that could gain an advantage from your input. Similarly, you benefit from the experience through readers being linked back to the firm’s website. says:

Personal injury lawyers in particular have a wealth of knowledge that people are searching online for. Lawyers can get local geographic links (which are great for most attorneys targeting local markets) by offering to write pieces for local libraries, chambers of commerce or local government websites as a public service.

This is a wonderful opportunity to utilize websites that may have more national pull than a small local law practice. This exchange of links provides unique and naturally occurring links, which is exactly what search engines want to see. Remember that each search engine is staking their reputation on credible sourcing of information, so in order to reach the top you must be relevant, original, and genuine.

Creating A Better Tomorrow In Your Links

Nothing screams integrity like a law firm looking to help the youth who could possibly be lawyers of tomorrow. It isn’t for everyone, but if you have the means to spend on this type of affiliation I recommend taking anything from $500 to $1500 and establishing a scholarship with real rules and a specific application process, you can list it on your website, and approach different educational institutions to make the scholarship available to their students. says:

It’s becoming less & less worthwhile to actively build links for the sake of links. Google is continually busting out the pitchforks & torches on their witch-hunt for spam link builders. If you’ve been accused of link sorcery by the algorithm, you will be thrown out in the frigid water with the penguins to see if you can swim. domains are often recognized as having a higher level of authority than because they are affiliated with education and professional organizations. Sure, you’re spending some money here, but those funds are being used to help financially needy students, while also fulfilling your need to link genuine and unique links for your firm’s website.

Get Everyone in on the Game

Creating genuine readable content isn’t always easy, especially if you’re trying to post on a regular basis, and getting links that connect to more relevant information can be even more difficult. I understand that this is sometimes a highly frustrating situation to be in, but one way that you can get out of the writer’s block barrel and begin creating your own links is to get everybody on your team involved. Obviously this doesn’t include members of the firm who aren’t crucial to the legal aspect of the practice.

For example, the administrative staff probably doesn’t need to be involved, but if you can get all of your lawyers, and even the law interns to write one or two articles a month, you can post these on your firm’s website, offer them as guest posts to other legally relevant sites and even supply them to local businesses in your niche that aren’t competition in exchange for similar content. Now make sure that everybody on board tweets, posts on Facebook, Google+, LinkedIn, and anywhere else that social media reigns. Offer incentives to those actively participating and for whoever creates the biggest stir on the web in regards to content. The more readers, the more links back to your firm website, and the more action you’re going to get in online rankings, online business, and new potential clients.

If you post this material once or twice a week, and continue the trend you will find links falling into your lap in no time at all. Don’t just think of it as link building, think of it as client building, and give the same high quality information through these articles that you would to a paying client. This is an important part of your business strategy and if you don’t take it seriously you will find the opposite of your goals occurring, and Google may even consider the posts and links spam, which will land you in a heap of trouble rather than a heap of new consumers.

Whatever you choose to do to boost your rankings, and build links, keep it professional and relevant, those are the biggest tips I have to give here in regards to making the search engines happy. A happy search engine makes for far more happy clients as they come across your listing before they notice your competitors.

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