Brian Barwig, one of our great our Digital Marketing Strategists at AttorneySync, discusses his level one methods for Local SEO strategy.
The video and this post contain Brian’s ideas for basic strategies you should be using to get your local link building started. These are the first steps that he takes when we’re building up a local link building strategy for our clients.
NAP & Directories: The First Step In Local SEO
The first thing that a law firm should do is go after some low-hanging fruit for Local SEO.
Your NAP, or Name, Address, Phone Number, is one key part of letting a search engine know that you have a legitimate business. This happens through profile consistency. Consistency isn’t as much of a factor now that Google has Google My Business profiles, but it’s still important to make sure potential clients have one number or address to use.
There are many low-hanging directories that Moz submits to, as well as some of the data aggregators, like Localeze. You used to be able to submit to those manually. Now you can’t. So we spend some time taking care of this for clients.
Yext and Moz have similar directories, but they provide about 60-75 basic directories. With those and a few other directory listing services we utilize, we can get clients 100-150 quality directory links.
Quality is key here, as there are many directory listing websites that search engines know to create bad listings and links. We won’t try to list clients on those sites.
To start off, most of the time, directory links aren’t going to move the needle too much for a law firm. But when your firm is starting out, we want to make sure that we have the basic foundation ready to go. So when we do start more advanced techniques, the law firm is set up with the right foundation.
Sponsorships & Events: The Second Step in Local SEO
The second step is going after sponsorships. To do this, we will look at anything that’s happening in the community, from a festival to July 4th parties, or even Thanksgiving runs.
There are so many events happening, especially in larger communities that law firms have a lot of options to choose from.
You may be wondering what a fun run sponsorship has to do with SEO?
With sponsorships, there are often opportunities for logo placements and link placements on the sponsorship website. The only downside here is that when the run is over, you may lose the link if the site gets taken down or they update the website for the next event.
Sponsorships are great for a one-time link opportunity. To combat this, a lot of times what we do is that we will ask the event sponsor or the event coordinator if we can write a blog post and post the blog like a guest blog on their website.
That way, when our sponsorship link goes down, the blog posts will still create that link and online presence.
Many people will assume event sponsorships are only great for brand awareness, but when a law firm uses this tactic, it creates a longer-lasting effect. Plus, it can also help the event coordinator by creating more traffic for the event website. We try to add value when getting links, so we can build good relationships for future links.
Stay tuned for part two, which will go into more advanced local link building strategy!
Link-building is one of our specialties, so we created a whitepaper to share our process. Download Our Whitepaper