Great Links Are Within Reach

chain-561655_1280Links are what will power your law firm’s trek to the top of a search engine, but the wrong kinds of links will banish you to the bottom.  Imagine that your journey is like climbing a mountain.  If you want to reach the top, you ought to go with name brand climbing equipment from companies that have been in business for years.  You don’t want knockoffs that are going to fail you right as you’re attempting to make it across an icy crevasse.

Only the right links are going to pay off for your law firm, and persons not so sure about that point should check out a new article in Forbes.  Prompted by a recent conversation in which the topic of links’ importance to ranking on Google was front and center, the author gives a brief overview of what makes a link relevant and how to go about getting such links.

What we’re going to do today is highlight the links that will pay off for law firms as well as how to get them.  If you can get your law firm a link from the sources that we’re about to discuss, you’ll be in good position to increase your spot in the search rankings.  If you’re unable to get such links, you could be doomed to watch from the sidelines while your competitors achieve the rankings you covet.

fence-337867_640The Media

Some of the best links that your law firm can acquire are those from media sources.  If the New York Times or CNN link to you from their highly-trafficked websites, that’s a very good thing.  In addition to gaining premium coverage for your practice, those references will be looked upon highly by Google.

While you might not be able to easily acquire links from those national sources, you should be able to get valuable links from local media entities in a reasonable amount of time.  After all, your stature as an attorney means that you’re an expert in a certain field.  When people want stories about that field in your community, you want to be the one they come to.

This doesn’t happen overnight, and it doesn’t happen without some effort on your part.  A media organization probably isn’t going to just call you out of the blue.  Sure, if you’re a personal injury lawyer and you’re working on a high-profile case in your community, then you might get some media attention just by virtue of working on that case.  But between those high-profile cases, and for all other attorneys who don’t work in a practice area that carries that kind of media appeal, you’re not going to have newspaper reporters pounding down your door.

It’s up to you to reach out to the media and let it be known that you’re available to speak as an expert on a given subject.  Send an email or even place a phone call to a tip line.  Go to local functions and strive to foster relationships with people in the media.  When you develop this rapport, you gain an easy in to the type of coverage that really pays off in terms of visibility and links pointed back at your firm.

Right now you might be asking why someone would want to give media coverage to your practice area.  Let’s use tax time as an example of a subject you might focus on.  There will be myriad stories on this subject in the coming months, and almost every firm can position itself as an expert on a given topic within that milieu.

Personal injury lawyers can talk about how to avoid becoming the victim of some sort of financial scam.  Divorce attorneys can talk about the tax ramifications of a legal separation, addressing the filing challenges that will pop up.  Real estate lawyers can talk about the tax breaks that might be created by owning a property.  Defense attorneys can address how to counteract false accusations of tax evasion.

If you’re willing to get creative, you should be able to come at any subject with a unique take that garners valuable links for your firm.

chains-327863_640 (1)Create Your Own Content

Of course, you also want to be able to drum up some links that don’t hinge on your ability to get a media entity to do a story on you.  And this will require you to produce the kind of content that all sorts of folks, not just the media, would want to link to.

All those story ideas that we discussed above?  Those are things that you should cover on your website.  You want to become the foremost expert on whatever legal subject you oversee, and that requires daily upkeep.  Cover every aspect of a given legal topic so that no one could ever question your credentials.

What’s more, make sure you make this content easily sharable. There should be icons for Twitter, Facebook, and other social channels embedded within the architecture of your web domain.  That way, someone who’s impressed with what they see can easily link to it on social media.

As you do this, make sure you don’t rely solely on the written word.  A 500-word account of one of your cases or an overlooked facet of the legal world is valuable, but it’s not exactly sharable, as people won’t be able to take to Twitter or Instagram to relate everything you’ve put together.  Instead, you ought to look into the possibility of producing video, taking breathtaking images, and putting together infographics that catch the eye far more than a bunch of words ever could.

It’s not that words aren’t worthwhile, it’s just that even a book needs a cover.  You want to create highly visual content that takes complex subjects and boils them down to the bare essentials that an individual in a legal jam would need to know.  People are inclined to share such things on social media and all across the web.  If you can make an entertaining and insightful video or image, then you should have no trouble drawing scores of links to your firm, increasing your search rankings as needed.

A Link To The Future

Search rankings get you clients, and links get you search rankings.  Therefore, links get you clients.  Don’t lose sight of their importance in the current landscape.

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Posted In: law firm SEO