Building links to a website is where lawyers can get the best return on their time and/or money. You can only submit to so many directories before a different strategy is in order. Here are 5 tips lawyers can use to bring the links to them instead of the other way around.
Data is dry and boring but if it is in an infographic, people love it. They share them like crazy and link to them all the time. Create an infographic and display data in a fun and interesting way. For example a personal injury lawyer could collect data on the amount of car accidents and road fatalities in a given area and use the information to create an informative infographic.
You do not have to be a graphic designer to accomplish this either. If you are doing this on your own, check out sites like Piktochart, Visually, or Infogram. They allow users to create cool infographics using templates and preloaded graphics. Once you have an infographic, you can use this embed code generator from Siege Media to create an embeddable version. The idea is to get people to link to your infographic page but if you have it hosted on a blog page, you can offer people the chance to share it with the embed code (effectively creating a link back to your site).
Getting a link from a .edu domain is not inherently better but these domains (and the sites built on them) tend to be owned and administered by more authoritative sources. Unfortunately, lawyers who simply call a college or university and ask for them to build a link to their law firm website are not going to get very far with that strategy.
Solution: Create a scholarship and use that to get your foot in the door. Educational institutions thrive on student tuition and if there is free money they can tell their students about, they will jump at the chance. Creating a scholarship campaign takes a lot of behind the scenes work but once you have it all set up, it is pretty simple to call up or email schools and tell them about the opportunity.
People like to link to resources that are valuable. Create a comprehensive glossary of legal terms that adds value to the web. Promote it in social media, share it with your email lists and draw attention to it any other way you can.
You will not automatically start generating hundreds of links to the page but over time people will naturally link to it.
People are not always looking for something to buy and they are not always looking for information. Sometimes they just want to be entertained. They could get that on Youtube or they could get it from your attorney blog.
Use humor to attract links to your blog or website. For example you can create memes related to the legal industry that are clever or funny. This is the type of content people share in forums, in social media, with their friends in emails and in other places online. You do not have to go overboard with this strategy either. Write one post a month or every other month that is purely for comic relief.
Create lists of information (listicles) that would be useful to a target audience. For example a list of counseling and ministry services, family foundations, and links to family law resources would be valuable to couples going through the divorce process and an excellent list for an attorney specializing in divorce matters to have on their website. Not only would site owners who this relates to find it to be a good resource but many of the organizations on the list would also probably link back to the page if notified of its existence.
SEO has become more than just a set of technical tasks done to a website. While a lot of that still needs to happen, some of the most powerful strategies involve creating well curated, well-crafted and very useful content that people find helpful.
This article was originally published on JDSupra.