Law Firm SEO or Search Engine Optimization – Link Building…

Michael CarabashI’ve previously blogged about buying links, linkation and more on linkation. In this blog, I’ll be getting into the nitty gritty of building link popularity.

Remember: your website will rank better on Google, Yahoo and other search engines depending – in part – on the number and quality of inbound links. Having the right link-building campaign in place will help get you to where you need to be. So what are some of the methods one could use to go about building inbound links? Well, there’s:

  • Inbound links: these are links that come into your website but for which there are no reciprocal links (as discussed below). These kinds of links could come from other websites, articles, or blog posts submitted on blog aggregators.
  • Link exchange: you and another website exchange links to each other.

Remember that, as I mentioned above, search engines look at the Page Rank of the website from which your inbound link is coming from. Page Rank is a tool used by Google to rank your page. Just go to PageRank and type in any url (e.g. Within a matter of seconds, Google Page Rank will return a number out of 10 that gives you insight into how well ranked your website is on Google. Most websites are ranked 0,1, or 2. You should keep coming back to this tool to see if your law firm search engine optimization techniques, strategies, and perhaps vendors are improving your search engine results. The bottom line is that, the higher the PageRank (or “PR”) from the website linking to your website, the better.

You will also want to keep in mind that being linked from the homepage of a website with a high PR is much better than being linked from an internal page on that website with a lower PR. Make sure to check whether the page that is linking to your website has a Robots.txt file associated with it that allows the page to get indexed by search engines like Google. A Robots.txt file is simply an exclusion file that contains instructions for search engine spiders to either index or not index the particular page. If the Robots.txt file is set to ‘no-follow’, then the page will not be indexed.

You’ll also want to keep in mind that the value of the inbound link from the website by looking at the total number of links on that page (the more, the worse off you’ll be because the page rank will be divided by the number of links).

With respect to the specific text of the link on third party relevant websites, try to change it up (e.g. if you want to target the keywords “good Toronto lawyers”, then try to get keywords like “great Toronto attorneys” or “super lawyers in Toronto” in the actual link text that links back to your website), get it written in bold and underlined and in a header text, and put it close up to the top of the page. These things should all help building your link popularity.

Happy SEOing!

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