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Link Building for Lawyers: Best Law Firm Backlink Strategies

Have you heard of a backlink? If you have you may be wondering how get them. Link building for lawyers is the process of obtaining backlinks from other authoritative sites that can help improve SEO efforts.

But how does it work, exactly? And more importantly, how can you leverage it effectively for your law firm? Well, that’s exactly what we’re about to discuss in this article.

We’ll cover the basics of backlinks as well as 10 effective strategies to obtain quality backlinks for your law firms.

What is Link Building for Lawyers?

Link building is an essential strategy that involves securing hyperlinks from other reputable and relevant websites to your own, a process that helps Google recognize your site as a trusted and authoritative source. It’s not just a matter of collecting any links, but of using effective outreach to connect with the right sites, those that are relevant to your audience and industry.

This can be achieved through various link outreach techniques, such as reaching out to website owners and bloggers to request a link, guest posting on relevant websites, or participating in industry forums and discussions where you can naturally include links back to your website.

Implementing effective link building strategies is essential for improving your website’s visibility and ranking on search engine results pages. By building a strong network of quality backlinks, you can enhance your website’s authority and relevance, ultimately increasing your organic search traffic.

Link building for lawyers and law firms

Here is what Google has to say about backlinks in their article on How Search Works:

“After identifying relevant content, our systems aim to prioritize those that seem most helpful. To do this, they identify signals that can help determine which content demonstrates expertise, authoritativeness, and trustworthiness.

For example, one of several factors we use to help determine this is understanding if other prominent websites link or refer to the content. This has often proven to be a good sign that the information is well trusted.”

– Google “How Search Works”

Link building benefits extend beyond SEO, as it can also drive referral traffic and increase your brand exposure. It’s important to employ ethical and sustainable link building techniques, focusing on acquiring high-quality links from authoritative websites in your industry.

The Purpose of Link Building

Link building has many important purposes, but the most important purpose link building serves is to increase your rankings in the SERPs for relevant keywords. As we discussed in the previous section, quality backlinks signal to search engines that your site is credible and relevant, improving your rankings on SERPs.

Effective link building strategies can also widen your audience. When a popular site links to yours, you get exposed to their audience, increasing your web traffic.

Link building requires you to engage with other industry players, which could lead to relationships with other experts and leaders. These relationships can lead to partnerships or further audience building opportunities in the future if leveraged correctly.

The importance of link diversity is in creating connections with a variety of industry-relevant sites, opening potential avenues for future partnerships.

Backlink Quality Factors

In order to do successful link building, you must consider the quality of your backlinks. Aspects such as link relevance, organic traffic, anchor text, link density, and relation attributes can significantly affect your SEO performance when obtaining new backlinks.

We believe that the quality of backlinks is even more important for law firms because law is a subject that requires authoritativeness and expertise to rank for. Google places more weight on the quality of backlinks going to law firm websites to determine if the content on the page should rank for the target keyword.

A strategic analysis of these factors can help you build a strong backlink profile.

Link Relevance

Understanding the relevance of links to your law firm’s website is very important, as it greatly influences the quality of traffic you’ll receive and contributes to Google’s ranking of your site.

Your focus should be on:

  1. Anchor Relevance: Ensure your anchor text is relevant to the linked page content. We will discuss this in more detail later in the article.
  2. Link Authority: Prioritize links from authoritative and trusted sources.
  3. Site Relevance: The sources of your backlinks should rank for keywords relating to law. It is even better if you get obtain a link from a site that ranks for keywords relating to the specialty you are looking to target within law.
  4. Topical Relevance: Links from sites with related content are more valuable. For example, if you are linking to a page about car injuries, it is best if the link come from a page that is relevant to car injuries.

The best links combine all of the aspects mentioned above. Sometimes, you just need to consider if you would be willing to be endorsed by the website linking to your content. If you are willing to associate your brand with theirs, then it is likely a good link. Link building requires some intuition along with proper research.

Organic Traffic

Evaluating the quality of your backlinks can be more effectively achieved by considering the amount of organic traffic a website or webpage receives from Google, rather than relying on domain authority as a primary metric. This shift in strategy can significantly improve your link building efforts.

If a site with high organic traffic links to you, it’s a good sign for your credibility. Remember, quality over quantity – one backlink from a high-traffic site carries more weight than numerous low-traffic ones. Keep in mind that the traffic should be going to a page that is relevant to the page you are looking to link to as we discussed in the “link relevance” section.

We have found that there is nothing more important than the relevance of the link’s source and topic when it comes to determining whether a link is of good quality. Getting an idea of organic traffic can also be a good indicator of quality.

Anchor Text

Another element you need to pay close attention to is the anchor text of the link. The anchor text of a backlink is the clickable text in a hyperlink. On the page, the anchor text is typically indicated through a highlight, underline, or a different color. The text is used to provide context to where the link goes and the type of content you can find when you click on the link.

anchor text example

To maximize your law firm’s backlink, implement these anchor text optimization strategies:

  1. Relevance: Ensure your anchor text is relevant to the linked page’s content. This follows anchor text best practices and enhances user experience.
  2. Diversity: Cultivate anchor text diversity. Too many identical or ‘exact match’ keywords can trigger anchor text penalties.
  3. Naturalness: Avoid overly-optimized anchor text. Google’s algorithm can detect and penalize manipulative patterns.
  4. Analysis: Regular anchor text analysis helps identify trends, strengths, and areas for improvement.

For example, if you are linking to a page on personal injury law, the best anchor text is one that uses that exact phrase. The most important aspect, as with anything SEO related, is that the anchor text is relevant to the content on the page being linked.

Link Density

Link density refers to the number of hyperlinks relative to the total content on a specific web page. Link density can be a bit of a minefield, especially since there’s no definitive ‘ideal’ link density to aim for.

In your link building strategies, it’s important to consider link density as it affects the value of your backlinks. The best way we have found to explain this concept is that every page has “link juice” which is the link quality that is passed on to other sites through backlinks. The more links on a page, the less of that “link juice” that gets passed on to your site as that “link juice” is being divided up and sent to many different sites.

In general, we think that it is best to obtain links on pages where there aren’t many other external links. Obtaining a backlink where the page has many links won’t harm your SEO efforts, but those links are just not worth as much as ones where your link is one of the few links on the page.

Relation Attributes

Relational attributes, such as ‘nofollow’ and ‘dofollow’, significantly impact the quality of a backlink due to their link attribute importance.

‘Nofollow’ links tell search engines not to follow the link, while ‘dofollow’ links are more beneficial as they pass on ranking value or “link juice”. ‘Dofollow’ links are great as they are a direct signal to Google that the site being linked is valuable and deserves some link juice from the referring site.

This does not mean that ‘nofollow’ links are bad, they are still extremely valuable. You should always strive for a healthy mix of ‘dofollow’ and ‘nofollow’ links to maintain a natural link profile. It would be weird if all of your links are ‘dofollow’ or ‘nofollow’.


The destination of the backlink is a fundamental aspect of an effective link building strategy. The last thing you want to do is work hard to get a high-quality link and then waste it by sending it to an irrelevant page.

Link building techniques often focus on home pages or content-rich pages, as these pages are typically easier to market to other website owners. However, don’t overlook opportunities to link to your sales pages or high volume, transactional articles. You should send your backlinks to pages that are relevant to the anchor text, the content on the referring page, and the content on the referring domain. These relevant pages should be pages you want to send traffic to, or need additional backlinks to rank higher than your competitors. Don’t waste your backlinks on useless pages and don’t make the mistake of sending all of your backlinks to your home page.

We also suggest spreading the link juice from the pages with a strong backlink profile to pages with less traffic through internal links if it makes sense given the content on the page.

10 Backlink Building Strategies for Lawyers

When it comes to building backlinks for your law firm’s website, there are several effective strategies you can implement, but we are going to focus on 10 strategies that we think are easier to achieve and can truly move the needle for your website.

1. Create Linkable Assets

The best way to build backlinks is by publishing linkable assets. These assets can be research, quotes, or some other form of information that can be useful to other sites in your niche. Because the information you provide is valuable, they are more likely to link to it in their article, therefore providing your site with passive backlinks.

Here are some examples of linkable assets you can include on your site to build passive backlinks:

  • In-depth guides: Write comprehensive posts that make specialized knowledge easy to understand, attracting writers and journalists to reference your content.
  • Useful resources: Create a page with a long list of resources or templates that people can use when facing legal issues.
  • FAQ Pages: Provide all the necessary information about a specific topic on an FAQ page, attracting backlinks from non-experts who want to reference an authority on the topic.
  • Statistics Pages: Compile a list of statistics relevant to your sector, making it easier for journalists and content writers to reference your page when they need supporting data.

Of course, these are just some examples, but the idea is to create assets that other people can use in their content. Although this is hard to achieve, once done right, it will generate backlinks passively for your site for a long time.

2. Guest Posts

Guest posting is a highly effective strategy for lawyers to build backlinks and increase their industry authority. By showcasing your legal expertise through guest posts on high-authority websites, you can establish yourself as a trusted source in your field.

One way to approach guest posts is by sharing case studies that highlight your successful outcomes for clients. Another approach is to discuss industry trends and provide valuable insights and analysis. Additionally, sharing client success stories can demonstrate your skills and expertise while maintaining client confidentiality and ethical standards.

Remember to choose reputable websites that align with your target audience and provide valuable information to readers.

You can consider reaching out to partner firms and lawyers with websites in your network that may be willing to exchange links through guest posts.

3. Build Legal and Local Directory Listings

To further strengthen your link building efforts consider building legal and local directory listings.

These platforms, such as FindLaw, Justia, SuperLawyers, and Avvo, are valuable for law firms as they attract individuals seeking legal assistance specifically.

Law firm directory backlinks

By creating profiles on these directories, you can benefit from their high Domain Authority (DA) and receive valuable citations and backlinks. Not to mention that people use these directories to help them find a lawyer for their situation. It’s a win-win situation. You get a backlink and potential traffic from the directory.

We do advise that you keep your name, address, and phone number (NAP) consistent across directories and listing platforms, including platforms that aren’t law related.

4. Become a Source for Journalists Using HARO and Qwoted

If you want to strengthen your link building strategy as a lawyer, one effective approach is to become a source for journalists using platforms like HARO and Qwoted.

HARO and Qwoted for law firms

HARO and Qwoted are platforms that connect journalists and sources, making it easy for anyone to contribute to stories. Simply sign up as a source and receive email notifications with requests for expertise in your industry.

Journalists and bloggers are always looking for expert opinions to give their stories authority, and by providing valuable insights, you can earn backlinks to your website. For our experience, law-related queries are some of the most common on these platforms as they typically require a lawyer to provide insight. This can be a goldmine for your law firm in terms of backlinks if you focus on submitting as many replies to queries as you can.

To maximize your chances of collaboration, reply quickly, follow instructions, and provide useful insights. Don’t limit yourself to law-related topics and consider participating in opinion roundup posts.

5. Identify Unlinked Brand Mentions

Identifying unlinked brand mentions can be a difficult task, but it can be well worth the effort if implemented correctly. Unlinked brand mentions are simply mentions of your law firm on other websites with no links to your website. Although this may seem frustrating (why not link to your site in the first place?) it can be a great opportunity to get more backlinks and make some connections if approached with understanding and a willingness to work with the other website.

Here are some suggestions when it comes to unlinked brand mentions:

  • Actively monitor social media platforms for mentions of your law firm and engage with the users who mentioned you, requesting them to add a link to your website.
  • Collaborate with influencers in the legal industry to increase brand visibility and generate unlinked brand mentions that can be converted into valuable backlinks.
  • Reach out to website owners or authors who mentioned your firm without linking to your website. Politely request them to include a link to your site, emphasizing the value it will add to their content.
  • Identify broken links on relevant websites and offer your content or resources as a replacement, ensuring that your brand receives proper credit with a backlink.

6. Local Sponsorships

Moving beyond unlinked mentions, another potent strategy to improve your law firm’s backlink profile is through local sponsorships and scholarships. Engage in event partnerships with charities and community organizations, to improve your brand visibility while building local connections.

This community involvement not only increases your reputation locally but also attracts backlinks from respected .org sites and sponsored organizations, which are typically considered as sites with high authority according to Google.

The sponsorship benefits extend beyond just link building. Local media coverage of these events can lead to geographically relevant backlinks, improving your ranking in local search results. These links are deemed more valuable by search engines when targeting location-relevant keywords.

Thus, local sponsorships present a strategic, dual-benefit opportunity: fostering community goodwill while building strong backlinks for your site.

7. Create an Informative Blog

Starting a blog is a highly effective strategy for lawyers to build backlinks.

By consistently producing high-quality content, you can reach out to other websites and offer them valuable resources to link to. The best way to leverage blogs for backlinks is to create content that other companies can’t or won’t cover in detail on their own websites. Instead, other companies will simply link to an article where their reader can find more detailed information on the topic they are describing.

This is especially true in the law industry as many of the topics require many details that only specific lawyers would know about, therefore giving you an advantage. Similar to the first strategy we covered, once these posts are created and optimized, they can produce passive backlinks for a very long time.

8. Leverage Your Contacts

A very underrated strategy is to simply reach out to existing relationships to secure valuable backlinks for your law firm’s website. This is often overlooked, but if you have relationships with other lawyers, why not help each other out by exchanging links?

Law group reunion

Start by attending networking events and joining professional associations related to your practice area. These platforms provide opportunities to connect with other professionals who may be interested in collaborating or linking to your content. You can use Facebook to help you with SEO and backlink generation as well.

Forming referral partnerships with other businesses or professionals in complementary industries can lead to reciprocal backlink opportunities.

Don’t forget to utilize industry conferences to meet potential link partners and share your expertise.

Consider engaging in collaborative projects with other professionals or organizations in your field, where you can naturally incorporate backlinks to each other’s websites.

9. Infographics

Infographics are visually appealing and interesting graphical representations of data, making them a powerful tool for visual explanations of complex concepts. Infographics are one of the most overlooked strategies for backlinks, in our opinion.

All it takes it to design a good-looking infographic with valuable data on it. You then take the infographic and place it on a page on your website where it makes sense given the context of the content. Add an alt tag to the image to describe what it is and make sure to include a keyword you want to target that is relevant to the infographic. That’s it.

Once it is published, other sites may want to use your infographic to visually explain the topic they are covering in their article. It’s also a great way of diversifying your anchor text sources to now include images as well as text.

10. Publishing eBooks

Writing and publishing eBooks can be a highly effective backlink building strategy for lawyers. It provides opportunities for high-quality, authoritative links and media recognition. By writing a book, you can open up linking opportunities on sites where you can submit your book, as well as gain third-party news recognition. These links are valuable as they’re ‘dofollow’ links from an extremely authoritative domain, like

Additionally, attorneys can also obtain natural links from media sites if their book addresses or solves a problem of timely importance. To maximize the benefits of publishing eBooks, it’s important to have a landing page that discusses the book. This allows media sources to link to you instead of directly to platforms like Amazon.

Marketing, monetizing, promoting, distributing, and implementing effective sales strategies for eBooks can further enhance the success of this backlink building approach.

Link Building Services

Link building services are commonly used by attorneys to acquire the necessary links for their websites. Hiring a link-building specialist or marketing agency can help you implement effective strategies and ensure that your backlinks are being implemented correctly in your overall SEO strategy.

Here are two primary SEO services offered for link building for lawyers:

  • Content Creation and Promotion Services: These agencies create high-quality content for your site and promote it to earn links. They engage with bloggers, influencers, and press contacts to share your content and generate backlinks. Pricing for this service varies based on content quality, industry difficulty, and outreach level, ranging from a few hundred dollars to several thousand dollars per month.
  • Link Building Outreach Services: This service focuses on obtaining links to your existing pages. Specialists contact other websites in your niche to request backlinks. They often have established relationships with site owners, making the outreach process more efficient. Pricing for outreach services depends on the number and quality of links. Many providers require a minimum number of links per order.

At Triton Digital, we offer link building for lawyers and law firms in both ways. We include link building in our full service SEO package, where we focus on content creation, promotion, and backlink outreach. We also offer these services individually for law firms that already have an established SEO strategy, but are looking for more backlinks to their website.

If you are looking for help in building links for your law firm, you can reach out to our team at Triton Digital to get a free audit and review to help guide you on the next steps in your SEO efforts.

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