Law Firm Link Networks & Strategic Link Building

Gyi Tsakalakis
September 30, 2010

In the unequal democracy of search engines, links to a website are votes for that website. Therefore, getting a quantity of quality links to your website and/or blog, should be a large part of your web strategy. However, it's important to understand that not all links are equal. Likewise, it's also very important to recognize that "link strategies" are not equal.

Law Firm Link Networks

One of the most common, and currently highly successful, link strategies is link networking. While these networks take many forms, the very general structure looks something like this:

  • Law firms pay the network administrator for access to the network
  • Links to the law firm's website or blog are added to some or all of the networked sites.
  • Access to the link network provides a variety of links from several domains back to the participating law firm websites or blogs.

As previously stated, at present, there are several powerful legal link networks that are generating excellent results for their participating law firms. There is no question that firms accessing these networks are enjoying very strong search engine positions for rather competitive search phrases. The relative impact of accessing the link network depends on both the number and quality of the participating websites.

While a link network strategy can generate significant results in terms of search engine positioning, it is not without limitation.

First, it's very important to remember that access to a link network typically hinges upon payment of a subscription fee to the network. If you stop paying the subscription, you may lose access to the links. This is not a problem so long as the subscription fee is generating results (however measured). Unfortunately, many law firms contract seo companies with the understanding that they are building links only to later find out that they are merely paying for access to a link network. When the law firm wishes to part ways with the seo company, they lose all their links. This is a key difference between accessing a link network and hiring an seo to perform strategic link building services.

Second, it's also important to keep in mind that, depending on how the link network is constructed, it may be negatively viewed as a link farm. Search engines don't like link farms and have imposed harsh penalties for sites that have participated in them. Unfortunately, search engines don't provide bright-line rules for what constitutes a "bad" link farm and what constitutes a "good" link network. For the most part, the quality of the participating sites will play a large role in the distinction.

Identifying quality link networks and measuring their results is an important component to any law firm web strategy.

Strategic Link Building

Another very common link strategy is what I call "strategic link building". With strategic link building, a law firm webmaster or seo consultant seeks out new links from a large variety of sources. While identifying link networks may be a part of this strategy, it is only a piece of the puzzle.

Part of a strategic link building campaign includes competitive analysis. This means that the law firm webmaster or consultant identifies a law firm's web competitors and performs a back link analysis to search out from where the competition is acquiring links. From there, they can prioritize link targets, grabbing the low-hanging fruit quickly, and putting into place a comprehensive plan for attaining links from more difficult sources.

Hiring a consultant to build links on your firm's behalf is not without risks. There are many seo consultants that sell commodity link building services that simply don't produce results. Their pitch usually includes submissions to various "seo" directories and social bookmarking sites that are unlikely to provide any benefit. Furthermore, some will even comment spam other legal blogs that is not only likely to have little to no effect on your search engine position, but could also be very harmful to your online professional reputation.

Both accessing link networks and strategic link building should be carefully considered when implementing a law firm web strategy. No matter which strategies you adopt, keep in mind that without a consistent stream of new quality links to your website and/or blog, you are unlikely to have success online.

Gyi Tsakalakis
Co-Founder of AttorneySync
Notify of
Inline Feedbacks
View all comments

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