SEO Link Building for Legal MarketersThe rules of search engine optimization (SEO) are constantly changing and evolving, but one strategy that remains effective is acquiring high-quality backlinks. There was a time when link quantity mattered more than quality – but those days are long gone. Today’s link building takes into account the relevance and authority of the websites mentioned, and relies heavily on blog posts, which can help your inbound links to grow by up to 97%. Beyond blogging, there are plenty of tactics you can use to build the best links and grow your search position.

A Refresher on SEO Link Building for Legal Marketers

Link building is the process of getting other websites to link back to your website. All marketers should be interested in building links to drive referral traffic and increase their site’s authority. For more insights, checkout our past blog post: The Ultimate Guide to Link Building for Law Firm Websites.

9 Easy SEO Link Building Strategies for Legal Marketers

1. Guest blog on authoritative sites

Guest blogging is becoming more popular, and savvy legal marketers are strategic about how they leverage guest blogs. Set a clear goal from the beginning, and target blogs that will send you traffic. You also want to make sure that whatever organization or publisher you blog for will promote your item on social media, with an audience that aligns with your interests.

2. Create and share infographics

Infographics are a very effective form of content marketing. They make complex topics enjoyable and easy to understand, and can also continually generate organic traffic to your blog and earn you quality backlinks, even when you’re not asking for them. Infographics can result in many more shares than regular blogs alone. Endeavor to create visual content to go with the blog content you develop, particularly on items sharing data, research, statistics, and research findings. 

3. Be more active on social media

Social media networks have revolutionized the way legal marketing works, and it’s essential to include these platforms in your plans. Make sure to share new posts, images, and updates. That will help boost engagement while also exposing your site law firm’s website to more people who can share your posts. 

4. Share resource links from trusted sites

A resource is a guide or other valuable content that is created by a company for their target audience. These resources tend to drive traffic and generate quality links. Many sites with authority and credibility – such as Forbes, Social Media Examiner, etc. – have their own resource section that you can tap into as you create content. You might consider developing your own resources that are relevant to your area of specialty, such as “25 Legal Blogs that Landlords Should Follow”. Once it’s written, send an email to everyone whose blog you included. Many of them will be inclined to link to your resource or share on social.

5. Leverage the broken links strategy

The broken link strategy is a great strategy if you’re too busy to write content for your blog or a guest post. This SEO strategy is simple: Find pages on blogs with dead links (links that no longer work) and request that the blogger replace the broken link with a link to similar content on your own site. This allows traffic to find valuable content, while helping with your own search engine optimization. 

6. Expand your personal brand

A natural link is one that’s a) editorially earned, and b) organic in the context in which it appears. Or, a natural link could be giving credit where credit’s due. So, get serious about blogging, and also focus on speaking opportunities, thought leadership, etc. The more you can share your expertise and valuable knowledge, the more chances there will be for backlinks from other people giving you credit.

7. Look at competitors backlinks

Reviewing what your competitors are doing is one way to stay on top of what’s working. As we all know, Google is constantly changing and evolving, so what worked at one time may not continue to. Look at where their backlinks are coming from, which news sources mention them, etc. Perform an audit of the top 10 sites that come up when searching your best keywords, and then scan the web pages and document the appropriate links in a spreadsheet or other tool. The main thing you want to understand is if links are coming from corporate sites, or from high-value sites.

8. Create content pillars

A pillar article is one that is aimed at teaching your audience something, and is typically longer in composition. They tend to be practical and offer “how-to” kind of information. This type of content is more likely to be evergreen and offer real value and insight. Using this strategy will allow you to publish less and promote more. You can host this content on your blog and also under a “resources” section of your website. The more valuable the content, the more likely it is to be linked to by other websites. 

9. Earn editorial links

These sort of links don’t just happen, they are obtained through providing real value. They also tend to be the most sought-after and highest quality because they are from sites that aren’t looking for anything in return. To assist in obtaining these links, focus on some of the points above (particularly creating pillar content and infographics). 


Legal marketers can apply these link building strategies for better SEO results. Keep in mind that it’s important to focus less on how many links you get, and more on the quality of the ones you obtain. Follow these 9 foolproof SEO link building strategies and you’ll be on your way to building a successful blog that your users and Google will love.

If you have questions on SEO, we detail everything lawyers need to know about developing an impactful SEO strategy in our SEO for Law Firm Websites eBook: click here to download our eBook

If you’re trying to build better backlinks, but can’t find the time to get started, Good2bSocial can help. We are a team of SEO and PPC marketing experts dedicated to helping law firms thrive through integrated digital marketing strategies. Put your SEO strategy in our hands, and we’ll develop an effective link building campaign that gets your law firm’s website ranking at the top of Google in no time! Contact us today.

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