The World Wide Web is formed by HTML documents. HTML stands for Hypertext Markup Language. The term “hypertext” refers to the ability to embed links between documents. The links on a page are the key elements that create the Web and your law firm’s site needs to contain links to other sites in order to become a part of it. A link on a page pointing to another page is called a forward link. A link on another page, pointing to your page is called a backward link, or “backlink.” It is the backlinks pointing to the pages on your site that will bring you visitors and also get you a ranking on Google. During the last week, Search Engine Watch was particularly rich in advice about winning and monitoring backlinks. In this review of backlink articles you will also be directed to information currently appearing on Search Engine Journal and the Moz Blog.
Reading this article on the basics of link building will give you grounding on the concept of backlinks and where to get them. You have to be very careful that the sites that link to your law firm’s Web pages are relevant to your business. This article starts with the outline that link building is all about finding sites you want a link from and then persuading whoever runs the site to link to you.
In this Search Engine Watch article, Julie Joyce reviews some advice she wrote on link building back in October 2012. The rules that determine whether a link is good or bad for a site’s rankings in search engine results pages change constantly. So if your law firm’s website is more than a few years old, you may benefit from reading through Julie’s assessment to see whether the assumptions that drove your original linking strategy still hold true.
A link to one of the pages on your law firm’s website can either help or harm its rankings. The relevance of the site that links to you with the respect to the topic found on your page is very important. Just as relevant links will help, irrelevant backlinks will harm your website’s rankings. This article covers categories of backlinks that you need to get removed.
A linking strategy includes a phase of looking for sites that would be good sources for your backlinks. You may instinctively know which sites you want your law firm’s website associated with, however, there are a number of tools that can help you find out where your competitors get their links from. Open Site Explorer by Moz includes link analysis tools and this article by Rand Fishkin explains a new intersect methodology that Moz has just added on to its Link Opportunities section.
If you are comfortable with a blogging strategy for your law firm’s digital marketing plan and unsure how social media marketing can complement it, this article would be a useful read. There is not much practical advice in this piece, but it gives an overview of how different strands of digital marketing can work together to boost your marketing return on investment. If this strategy interests you, follow up by reading through the related articles listed in a feature box on the page. Fishkin explains how to use the tool to find what backlinks different sites have in common and what links point to one of more sites but not to others. This can help you work out which backlinks give your rivals better rankings than your site.
Read this article from Search Engine Watch without the idea of following the exact example it explains. A website needs to attract links from other sites, and this article explains about getting links from other sites by putting up a page explaining what cookies are and how to remove them. The backlinks this advice attracted came from a wide range of sites, so it is not a very good example of attracting links with relevance. However, law firms can follow this strategy by putting up a page of information relevant to their legal specializations, perhaps just explaining certain legal terms, or outlining the average time each type of case takes to resolve.