We have covered links in a large percentage of the SEO Trends posts so far this year. This is because the SEO news sites seem to be returning to this topic a lot. That is probably because Google’s focus on getting good mobile sites over the last year has forced everyone to take their eyes off this key topic. Now that the dust has settled on getting your law firm’s site mobile-friendly, it is worth examining the backlinks pointing to your site and focus on improving your link profile. We have some good guidelines on this subject for you and we found them all in Search Engine Land, Search Engine Roundtable, Moz Blog and Search Engine Journal.
Google doesn’t like people paying for links. So everyone will tell you that the only way to get backlinks is to write “link bait content” for your site. That means that you should write articles to post on your website that attract the attention of sites frequented by your target market. You may be wondering how on earth you should know what content attracts links. This article shows you how to research good topics for link magnet content. This is a paid insert into the Search Engine Journal site, but that isn’t a detraction. You will see a step by step guide on how to use the Ahrefs tools to work out subjects for posts to your law firm’s site.
This SEO Trends post isn’t about promoting Ahrefs. Just to prove that, here is an explanation on how to use two other research tools that will help you boost your link profile. In this article, you will learn that not all link sources are equal. You will find out how to look for good sources for local SEO, and particularly directory sites. However, the most useful part of this guide is how to work out which backlink sources will gain your law firm’s site more points to boost your rankings. This goes on a concept called “domain authority.” You will see how to work the Open Site Explorer from Moz (which is free to use) to see which sites have a lot of link juice to pass on. The second method relies on using Google Analytics to help you see where your current traffic comes from.
A perennial problem with link bait content is how to get those sites with high domain authority to notice you. This is the topic of this Search Engine Journal article. Influencers are people with a lot of followers on their social media profiles, people who run sites that attract a lot of your target market, and people who write to a general audience in your local area, such as journalists on your local newspaper. So, you need to work out what content will interest people, then find out who are the best people to get to link to that article, and then you need to establish a rapport with those people to make sure they pay attention to your law firm’s site and link to it.
This Moz Blog article covers the topic of PR. You can use a number of PR tools and sites to communicate with your target influencers, and also cast your net wider. If you post your law firm’s news on social media, scheduling tweets and messages for release during the hours that your influencers are likely to be watching is a good idea. Posting news on press release sites is also an effective method. You present your purpose in easily usable and repeatable chunks in a press release, and then email a link over to your dear old influencer, along with a personal message to remind them of how close you are and nudge them to post a link to your new content.
This is a very short article that is included here because it refers to a creaky old directory system that a lot of people have forgotten about – DMOZ. Back in the day, getting a listing on a couple of directory sites, such as Yahoo Directory and DMOZ was all you needed to get to the top of search engine results pages. SEO has moved on a long way since then. However, DMOZ still has a lot of influence, and Google routinely refers to it. So, it is worth getting a listing for your law firm on there and getting a link through to your site. The only problem is that DMOZ is run by unpaid volunteers, who aren’t really properly equipped to keep up with demand. So, it might take a while before your entry appears on the site.