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Law Firm SEO – More on Linkation!

Michael CarabashI’ve been learning a hell of a lot about linkation these past few days and wanted to share some insights. First, as I’m sure you’ve guessed by my previous blogs, links to your website have a significant impact on how your website ends up in search engines rankings for certain keywords. The more high quality links you have, the better. There are a number of ways you can build links to your website, include:

  1. Reciprocal linking with other (hopefully relevant) websites;
  2. Directory Submissions;
  3. Article Submissions;
  4. Press Releases; and
  5. Social Media.

These techniques take a lot of time and effort.

Also worth mentioning are blogs. Blogs allow for easy linking (e.g. through comments and trackbacks). A trackback is an automatic system that notifies Blog Owner A that Blog Owner B has referenced one of Blog Owner A’s blog post. The end result is that a link will be created in Blog Owner A’s blog to Blog Owner B’s blog.

Now, in the underground world of SEO, there are automated programs that build up links as quickly as possible. These programs work to build links on unsophisticated blogs where owners are not checking ‘cloaked’ trackbacks that are essentially spam. Doing so – particularly if you have a new domain name – could lead to search engines punishing you. I’ve read about something called the Google sandbox (although no one is really sure if it exists), which allegedly punishes your website for many many months if you build up too many links too quickly in an unnatural manner. It could also piss off a whole bunch of people if you are spamming their blogs with your trackbacks.

So what’s recommended? Build your links naturally over time. Don’t try to fool search engines. Create good quality content that has something relevant to offer when people are searching for your keywords. At the end of the day, patience and a good strategy are key. Continuing to tweak your website with high hopes that it will be thrust on p. 1 of Google in no time is not the reality; you need to accept the fact that if you have a new website, it will take quite a while before it ranks well in Google.

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