Google’s ranking of websites is based on inbound links — their (1) quality, (2) relevance, and (3) quantity.
If your website has more good links than its competition, then it will appear above them.
Google assigns more weight to links from sites with high PageRanks, which is a proprietary Google ranking of 0-10. Most law firm sites have 0-4 rankings. Amazon and NY Times have rankings of 9. If your site is currently ranked 1, a link from a site ranked 3 will be a high-quality link while a link from a site ranked 0 will not.
Inbound links from legal websites are more relevant and thus count more than links from, say, cooking sites.
A site with an abundance of high-quality, relevant inbound links will appear above a site with a lower number of the same quality and relevance of links.
High-quality, relevant inbound links are hard to obtain. You need only spend an afternoon trying to obtain some to learn just how hard. Because reciprocal links cancel each other in Google’s eyes, it is difficult to offer anything that can persuade a high PageRank site to give you a link.
We have over 1,000 legal websites. Hundreds of them have good PageRanks.
If you want our help building high-quality, relevant, inbound links to your website that will stand the test of time, we can do so for as low as $149/month. No single other effort will have a bigger impact on your Google page position than link-building.
We will be providing more tips on attorney search engine optimization in future posts.