Links are the currency of the web. The simple explanation is, getting other websites to link to you is like getting votes for your site. The more votes you get, the more trusted you become in the eyes of search engines such as Google. Of course, there are other factors to consider such as the authority and relevance of the sites linking back to you as well.
1. Link Building Will Help Your Law Firm's Site Rank Better For Individual Keywords - Links pointing to a specific page on your site, that include keywords you would like to rank for as anchor text, will help improve your rankings in the search engines for that keyword. Take for example a personal injury law firm in New Jersey. Let say they are trying to improve their ranking for the keyword phrase "New Jersey injury lawyer". The firm needs to establish a page on their site that is optimized for "New Jersey injury lawyer" and then the firm needs to get other sites to link back to that page with links that contain "New Jersey injury lawyer" in the text such as the link in this sentence. This will help let Google know what the page on your site is about and will establish authority because other sites are linking to that page with descriptive link text.
2. Building Links Establishes Domain Authority - As you build more links to various pages of your site, your entire domain will gain authority and trust in the eyes of the search engines. As opposed to this helping one of your pages rank for a keyword phrase, your increased domain authority will help all of your pages rank better. This is why when a site like www.cnn.com publishes an article or new page, it ranks quickly and higher than most other sites. This will obviously result in more traffic for the site. The same principle applies to your local law firm site.
3. Your Website Pages Get Visited More Often & More Pages Get Indexed - The only way someone searching Google can find your website is if your site is indexed in Google's search engine. As you site gains more authority and trust, through links, your site becomes "more important" in the eyes of Google. The result is that Google visits your site more frequently to check for updates. In addition, more pages of your site get added to the Google index. This gives you more opportunity to get visitors searching Google for your services.
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]