If you have ever spent any time trying to gain links to your law firm website, you know the process is tedious. Even worse, most traditional link building tactics are vastly inefficient. And yet, we know that acquiring more links is critical to gaining organic search positions. Here is another approach to getting links from sites from SEOmoz's Rand Fishkin:
Many of us trained in the ways of classical SEO are familiar with the link building process:
Step 1: Find relevant sites from which to get a link.
Step 2: Search for contact information (email or phone number).
Step 3: Get in touch and find a way to make the link happen (sell them on great content, do a trade in-kind, plant a seed and hope, etc.)
If you've ever done this (for the first 2 years of my SEO career, it's practically all I did), you know how much it sucks. Conversion rates are low. Time/link is high. The ROI is there, but it's a painful, boring, awkward slog.
I've got some good news. There's a better way.
Try this instead:
Step 1: Find relevant human beings (bloggers, journalists, forum participants, members of online communities, active social networkers, people in media, PR, or simply the well-connected).
Step 2: Follow their contributions to the web world and engage (in blog comments, over Twitter, via LinkedIn, through Q+A sites and forums, or directly over email). Ask for nothing.
Step 3: Build something highly relevant and useful to them. If you've truly built that connection and gotten to "know them," even if it's just virtually, you will know what they need/want/will appreciate.
Step 4: Let them know about it. This can be over Twitter, Facebook, LinkedIn, email, in a blog comment, or whatever medium makes sense.
This people-centric approach to link building is simply far-more effective. Developing consumable, shareable, and link-worthy content and getting that content in front of audiences that are ready, willing, and able to consume it, share it, and link to it, is fundamental to successful web strategy.
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
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Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
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If youโve spent any time on LinkedIn, youโve likely seen posts from law firm SEO experts showing off charts with an โup and to the rightโ trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And itโs not just the agencies celebratingโ๐น๐ฎ๐ ๐ณ๐ถ๐ฟ๐บ๐ ๐๐ต๐ฎ๐ ๐ต๐ฎ๐๐ฒ ๐ต๐ถ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ๐บ […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
Nice post.Its great article,and the step are also god.links are gaining forย law firm
website,theย process is tedious. The most oldย link building tactics are vastly inefficient. Acquiring more links is critical to gaining organic search positions.