Internal Link Structure of Your Law Firm Website

Gyi Tsakalakis
November 1, 2011

When it comes to attracting links to your law firm website, there is a lot of misinformation on the web. In this video, Google's Head of Webspam, Matt Cutts, explains whether multiple links from one page to another page count in Google's ranking algorithm.

As Matt states, the larger point is here is that if you're worried about trying to hoard, sculpt, or otherwise manipulate PageRank on your site, you're missing the bigger picture.

The effort and energy put into any incremental gains you might think you're gaining by shaping PageRank are much better spent on content development that attracts links and shares.

If you think about PageRank as a fluid, and your website as an intricate vessel through which that PageRank fluid flows, spending time shaping your PageRank through internal link manipulation is like trying to get more of the same amount of fluid to flow to different chambers (pages) of the vessel (website). Developing new content that attracts links and shares is like pouring more fluid into the vessel.

Which makes more sense. Trying to squeeze more of that existing fluid or adding more fluid to the entire system?

That's not to say that thinking about your site's organization isn't important. Obviously, burying quality informational pages deep within your site is a bad idea. It hides your best content from your users. It makes it more difficult for search engine spiders to find, crawl, and index.

One of my favorite analogies for a good site architecture I first heard from former Mozzer Danny Dover. Think of your website like an ant hill. The opening of the ant hill is your homepage. Each link is like a tunnel connecting various web page chambers. You want each of the chambers to be easily accessed from the top of the ant hill. That means you want to organize your website in a way that allows easy navigation from your home page all the way down to the deepest chamber of your site.

Once your site is effectively organized, with a plan for the addition and location of new content, stop worrying about it and focus on publishing content that motivates your visitors to read it, link to it, and share it with other people in their networks.

Gyi Tsakalakis
Co-Founder of AttorneySync
Notify of
Newest Most Voted
Inline Feedbacks
View all comments
Online Legal Dir.
12 years ago

Words of wisdom for sure..

John Howley
12 years ago

Very helpful.  The ant hill analogy especially so -- made the video much more understandable.  Thanks.

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

June 8, 2023
On Local Law Firm SEO Rank Tracking and Reporting

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 […]

Read More
June 7, 2023
On Attribution

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 […]

Read More
March 22, 2023
I asked ChatGPT to Recommend a Personal Injury Law Firm

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 […]

Read More
February 17, 2023
My Take on Google Search's Guidance on AI-Generated Content & Law Firm SEO

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 […]

Read More
February 16, 2023
Google Adds New SEO Best Practices for Links

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 […]

Read More
February 1, 2023
Authenticity & Engagement

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 […]

Read More
January 19, 2023
ChatGPT for Legal Marketing

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 […]

Read More
May 26, 2022
SEO Expectations for Law Firms

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 […]

Read More
May 6, 2022
Who Should Do Marketing?

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 […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram