Building links has gotten a bad rap over the last few years, as there have been web operators—law firms included—who’ve gone about it the wrong way, and for the wrong reasons. However, building quality links—quality being the operative word here—still holds significance in driving traffic to your website, blog, and social media pages, and for valuable placement on the SERP’s.

To get you pointed in the right direction, here are the top 5 tips to building quality inbound links.

1. Create Worksheets and Useful Downloadable Documents

Are there worksheets, checklists, or other documents you can create that can help people in legal need?Create downloadable documents to provide users with legal guidance, and offer these free on your website.

For example, a personal injury law firm could offer a checklist on itemized steps an injury victim needs to take when involved in an auto accident. Free, downloadable, and useful documents are highly shareable.

2. Offer FAQ and Resource Pages

People love to link to pages that provide useful information—especially legal information that discusses important matters such as bankruptcy, medical malpractice, or child custody. Create an FAQ web page with short answers that links to posts on your blog that answer these questions in greater detail.

Also, create resource pages that contain searchable keywords. A resource page titled “Tips When Stopped By Police at a DUI Checkpoint” has viral potential.

3. Review Law Books and Related Media On Amazon

Your law firm can review law books and other related media, build a credible reviewer reputation, and display a profile with a link to your website on Amazon—all for free.

This is a great opportunity to become visible to a new audience, and be positioned as a go-to legal expert all at the same time.

TIP: Don’t use Amazon reviews for blatant self-promotion. Readers can see right through this, and traffic to your site will be hindered, not promoted.

4. Become a Guest Blogger

The key to successful guest blogging is choosing quality, relevant blogs to submit a guest post to. Reach out to the site owner, discuss your legal credentials and that you know what you’re talking about, and pitch them your blog idea.

TIP: If you’re going to guest blog, be sure the site is a quality and reputable one. Despite what Matt Cutts has to say about guest blogging, it can still boost online visibility if done properly, so don’t try to game the system by submitting duplicate, keyword stuffed, low-quality content. If the website owner doesn’t catch it, Google will.

5. Publish Quality Content On a Regular Basis

Publishing consistent, quality content is the best strategy to build quality inbound links. By uploading fresh, valuable content frequently (daily is preferred), readers will share your links and posts. When you find something of value on the web, don’t you forward it? This practice is universal.

For more information on building (quality!) inbound links, and for other tricks of the legal marketing trade, contact us. Our marketing specialists are here to help.

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