This post serves as a quick follow up to my last discussion on three ways for attorneys to build backlinks. I decided to write on this topic as it’s something that regularly comes up during my discussions with law firms. In addition to getting the links the “right way,” which I talked about in my last article, it’s critically important that you don’t go about getting links the wrong way. If you do things against Google’s guidelines then you’ll wind up dinged by an algorithm update and you’ll end up looking like this poor young kiddo:
The key to getting quality backlinks, and avoiding the bad ones, is simple. It requires that you stop caring about backlinks altogether.
The best backlinks are the byproduct of a good strategy. When you draft high quality content then people will link to it out of finding it useful to their readers. These links are the one’s Matt Cutts discussed as being built in a “good organic way” in this video:
Now is a lawyer’s website going to “go viral?” Nope. That being said, if your a bankruptcy lawyer and you discuss how bankruptcy impacts the short sale deficiency of a home then a real estate agent, blogging about how people can short sell, may link to you because their readers will find the content useful. Those are the links which will give you a boost in search. In other words – focus on providing useful content and you will, over time, earn the type of links which Google is looking for and will continue to look for. The links are a byproduct of producing that good content.
The links which will get you dinged are the one’s which you acquire through means other than providing great content. This includes buying links, asking others for links, engaging in “link wheels,” or other schemes. In other words, having a strategy of “how I’m going to get links” is going to backfire because they revolve around the links and not the content which earns the links of quality. Making links your goal will only get you dinged. Instead, focus on useful content.
Do you have a blog on your firm’s website? If the answer is “no” then there’s one of the reasons why you have no good links. Start a blog, today, and start developing content. When developing that content, come up with a strategy of what is useful for your potential client base. Now, in strategizing you could look like this guy:
Or you could read my series on blogging basics for lawyers.