Navigating the labyrinthine world of search engine optimization (SEO) can feel as complex as understanding the many intricacies of the law. For lawyers and law firms looking to establish a robust online presence, mastering the art of link building for lawyers is an essential part of a winning SEO strategy.

What is Link Building?

Link building for lawyers - acquiring high-quality, relevant backlinks to your website - can significantly enhance your online visibility, increase your firm's domain authority, and drive more prospective clients to your site. In this article, we will delve into the world of link-building for lawyers, discussing the importance of quality links, strategies to secure them, and common pitfalls to avoid.

Why Link Building Matters for Lawyers

In Google’s algorithmic eyes, each backlink is seen as a vote of confidence in your website's content. A high-quality backlink from a respected site tells search engines that your content is valuable and trustworthy. This not only helps improve your search rankings but also boosts your website’s authority, thereby increasing the likelihood of attracting more clients.

For lawyers, link-building is doubly important because the legal industry is highly competitive. A robust link-building strategy can be the difference between appearing on the first page of search results or being lost in the sea of information beyond it.

Links Are a Top 3 Google Ranking Factor

Google uses over 200 ranking factors in its algorithm to determine how webpages rank in search results. These factors are closely guarded secrets, but some have been confirmed by Google itself. Among these confirmed factors, the importance of backlinks, or simply 'links', stands out prominently. Google has acknowledged that links are one of the top three ranking factors in its algorithm, along with content and RankBrain (Google's machine learning technology).

Understanding the Difference Between Links and Referring Domains

Two common terms you'll encounter are "links" and "referring domains." Understanding the difference between these two terms is key to developing a robust and successful link-building strategy.

What Are Links?

Links, also referred to as backlinks, inbound links, or incoming links, are simply URLs on other websites that point to your website. They are essential to digital marketing for lawyers because they signal to search engines that your website contains valuable information.

Each link is a vote of confidence from another site, indicating that your content is worthy of reference. The more high-quality links you have pointing to your website, the more likely search engines are to consider your site as authoritative and relevant, improving your chances of ranking higher in search engine results pages (SERPs).

What Are Referring Domains?

While links refer to the actual URLs pointing to your website, referring domains are the unique domains (websites) these links come from. For instance, if you have ten links from ten different blog posts on the same website, you have ten links but just one referring domain.

The concept of referring domains takes the quality over quantity rule of link building for lawyers to the next level. It's not just about how many links you have, but also about the diversity of sites those links are coming from. A higher number of referring domains usually indicates a broader base of support for your website, which search engines interpret as a sign of your site's authority and relevance.

Why Both Matter in SEO

Both links and referring domains play crucial roles in SEO. Having a high number of quality links can boost your website's visibility and ranking. At the same time, a higher number of referring domains signifies a broader base of support, indicating that your website content is considered valuable across a wide array of platforms.

It's essential to note, however, that the quality of the links and the referring domains matters significantly. Google and other search engines evaluate the relevance and authority of the sites linking to your website. If these sites are considered spammy or irrelevant to your content, it could negatively impact your site's ranking. Therefore, it's essential to strive for high-quality links from a variety of authoritative and relevant referring domains.

Lawyer-Specific Link-Building Strategies

As a lawyer, you understand the importance of building a strong online presence to attract clients and establish credibility. However, simply having a website is not enough. To truly stand out in the competitive legal industry, you need to implement effective link-building strategies that are tailored specifically for lawyers.

1. Leverage Legal Directories

Online legal directories such as Avvo, FindLaw, or Justia are excellent starting points. These websites are highly trusted in the legal industry and getting a backlink from them can be a boon for your link-building for lawyers efforts. Just ensure your profile is complete and accurate to make the most of these directories.

2. Create High-Quality Legal Content

Creating and regularly updating a blog with valuable, engaging content relevant to your legal expertise can attract backlinks naturally. Whether it's a detailed guide on a legal process, a commentary on a recent court ruling, or advice on common legal issues, high-quality content is link-magnet material. Hiring an SEO agency that can create high-quality and unique legal content is crucial.

3. Guest Blogging

Offer to write a guest post for a reputable legal blog or industry-related site. This is an excellent opportunity to share your expertise with a wider audience while securing a backlink to your website. Always ensure the content you provide is top-notch, valuable, and relevant to the host's audience.

4. Engage with Local Businesses and Events

Participate in local community events, sponsor local organizations, or collaborate with other local businesses. Such initiatives often provide opportunities to earn valuable backlinks from local news websites, event pages, and business directories.

5. Case Study and Testimonials

Having your clients write a testimonial or a case study about their positive experience with your firm can be a good source of backlinks. These testimonials can be posted on the client's website, providing a backlink to your site.

6. Create Books, eBooks, Reports, Guides, and White Papers

Books, eBooks, reports, guides, and white papers are important forms of content for a business or its website. These documents serve many purposes: to inform and educate readers; to provide reliable advice on the topics; and to give potential customers a hint of a company’s expertise in the field. They can be extremely useful in helping create backlinks to your site as well.

7. Write Stats and FAQ Pages

Statistics related to any legal subject can be helpful in a variety of ways. They help people make informed decisions and compare various options, as well as track significant changes over time.

FAQ pages featuring answers to general legal questions also provide valuable content for websites specializing in law-related subjects. These pages should feature answers that are concise yet contain enough information to provide a comprehensive response. Providing short but thorough answers to common questions allows people who lack the technical legal knowledge to gain insight into their own situation without needing to consult an attorney directly.

Black Hat vs. White Hat Link Building

Link building is a key component of SEO strategies, but the methods used can greatly vary. They generally fall into two categories: white hat and black hat SEO. Here's an explanation of both:

White Hat Link Building for Lawyers

White hat link-building strategies abide by search engine guidelines and focus on providing genuine value to users. The goal here is to create high-quality content that naturally earns links because others find it useful, informative, or engaging. Strategies include:

Content Creation and Promotion

Producing high-quality, engaging content that is valuable to your audience will naturally lead to people linking back to your content.

Guest Blogging

Writing articles for other websites in exchange for a link back to your site. It's important to ensure these guest posts are valuable and relevant to the site's audience.

Building Relationships

Engaging with influencers, bloggers, or businesses in your industry can lead to natural link-building opportunities.

Social Media Marketing

Sharing your content on social media can help it reach a wider audience, potentially leading to more links.

Black Hat Link Building

Black hat link-building strategies aim to trick search engine algorithms and do not abide by their guidelines. These tactics often provide little to no value to users and can lead to penalties or lower rankings when detected by search engines. Strategies include:

Link Farms

These are groups of websites that link to every other site in the group, creating a network of links that is designed to trick search engine algorithms.

Hidden Links

These are links that are hidden from users but visible to search engines, such as using white text on a white background or setting the font size to zero.

Buying Links

This involves paying other websites to link back to your site. While it can lead to a quick increase in backlinks, it's against Google's Webmaster Guidelines and can lead to penalties.

Comment Spamming

This involves leaving comments with links on blogs, forums, or social media posts that are irrelevant and provide no value to the discussion.

White hat strategies, while often requiring more time and effort, are the recommended approach to link building. They focus on building a solid foundation of quality content and relationships that can provide long-term SEO benefits. On the other hand, while black hat strategies may offer short-term gains, they run the risk of penalties that can severely harm your website's visibility in the long run.

What is Google Looking For With Links?

Google’s algorithms are sophisticated and always evolving, but the fundamental principle remains that the search engine is looking to provide users with the most relevant and highest-quality results for their queries. When it comes to links, Google considers several factors:

Quality of Linking Sites

Google looks at the authority and relevance of the sites that are linking to your site. A few high-quality links from trusted and reputable sites in your industry can be more valuable than many links from lower-quality or unrelated sites.


Google looks at the relevance of the linking site to your site. Links from sites that are closely related to your industry or topic are typically more valuable than links from unrelated sites.

Link Type

The type of link can also be a factor. For example, a "dofollow" link can pass more authority (or 'link juice') than a "nofollow" link, although nofollow links can still offer value in terms of traffic and visibility.

Anchor Text

Google considers the anchor text, or the clickable text section of the link. If the anchor text is relevant to the content it's linking to, it can help Google understand the context and relevance of your content.

Natural Link Growth

Google looks for natural, organic link growth. If a site suddenly acquires a large number of links, it can appear suspicious and may be less effective. A gradual accumulation of quality links over time is generally viewed more favorably.


Having a diversity of sites that link to you is beneficial, as it indicates a natural link profile. If many of your links are from the same domain, it could potentially look unnatural or manipulative.

Common Pitfalls to Avoid in Link-Building for Lawyers

Link building is an essential aspect of improving online visibility and credibility for any business, including law firms. However, for lawyers, there are specific pitfalls that must be avoided in order to ensure effective and ethical link-building strategies.

Quantity Over Quality

While it might be tempting to accumulate as many backlinks as possible, remember that quality trumps quantity in the world of SEO. Links from high-authority, relevant sites are far more valuable than numerous links from low-quality, irrelevant sites.

Ignoring Local SEO

For lawyers, local SEO is key. Make sure you're getting backlinks from local businesses, organizations, and directories. This helps improve your local search rankings and allows you to reach potential clients in your specific geographical area.

Relying on Paid Links

Paying for backlinks may seem like a quick win, but it's a practice that Google actively discourages and penalizes. It's better to focus on organic link-building strategies to maintain the integrity of your site

Contact Best Law Marketing Today for Robust Link-Building Strategies

If your law firm is ready to dominate your market, contact Best Law Marketing to get started.

Glossary of Link-Building Terms For Lawyers


Also known as inbound or incoming links, backlinks are hyperlinks from one website that lead to a page on your website. They're important for SEO because they signal to search engines that your content is valuable and trustworthy.

Anchor Text

This is the clickable text in a hyperlink, often underlined or colored differently than the surrounding text. SEO best practices recommend that anchor text be relevant to the linked page.

Link Equity

Also known as link juice, link equity refers to the SEO value that a link passes from one page to another. High-quality, relevant sites tend to pass more link equity.

NoFollow Link

A 'nofollow' link tells search engines not to follow the link and not to pass on link equity. While these don't directly contribute to your website's ranking, they can still drive traffic to your site.

DoFollow Link

The default state of a link, a 'dofollow' link passes on link equity from the linking page to the linked page. These links can help improve your website's search engine ranking.

Internal Link

These are links that go from one page on your website to another page on the same website. They help search engines understand the structure and content of your website.

External Link

Also known as outbound links, these are links from your website to a different website. Linking to high-quality, relevant external sites can help boost your website's SEO.

Referring Domains

This is the number of unique websites (domains) that link to your site. A higher number of referring domains usually indicates a broader base of support for your website, signaling to search engines that your site is valuable and authoritative.

Domain Rating

Domain Rating is a metric used to measure the authority and strength of a website's domain in terms of its backlink profile. It is a score provided by SEO tools that ranges from 0 to 100, with higher scores indicating a stronger and more influential domain. Domain Rating takes into consideration factors such as the quantity and quality of backlinks pointing to a website, as well as the overall authority of the linking domains. This metric is often used by SEO professionals to assess the competitiveness and potential ranking power of a website in search engine results.

Domain Authority

Domain Authority is a metric developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). It is measured on a scale of 1 to 100, with higher scores indicating a greater ability to rank. Domain Authority takes into account various factors such as the number and quality of backlinks, website age, and overall site performance. It is used by SEO professionals to assess the strength and authority of a website in relation to its competitors.

Link-Building FAQs

Are all links created equal in link building?

No, not all links are equally valuable. A link from a highly trusted, relevant website is more beneficial than a link from a low-quality or irrelevant site. It's also beneficial to have a diversity of links from several different reputable domains rather than many links from a single source.

Can law firms buy links for link building?

While it's technically possible to buy links, it's strongly discouraged. Google and other search engines view this as a manipulative practice and can penalize your site for it, which can harm your search rankings. It's far better to focus on building links organically through the strategies outlined above.

How long does it take to see results from link building?

Link building is a long-term SEO strategy and it can take several months to see significant results. However, the benefits, including increased site authority, higher search rankings, and more traffic, make it a worthwhile investment.

Best Law Marketing will help you get more quality leads online. We are constantly refining our digital marketing approach to keep up with the latest in technology, tactics, and industry trends that maximize case opportunities.
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