This year’s Penguin updates from Google have changed
how many law firms are positioned in the search results. For years, we have
identified many cheating law firms that heavily took part in link exchanges,
buying paid links, forum spam, blog comment spam, paid posting and other link
building tactics that
are now yielding useless, if not damaging, links.
The old link building strategy was
easy. Get a lot of links and hyperlink your key phrases (i.e.,
Asheville divorce lawyer links to
http://www.example.com). As Dylan declared in 1964, “The times, they are a-changin’.”
If your SEO and online law firm marketing
company is proposing thousands of directory links, grab
their proposal, locate the nearest shredder and save yourself a lot of heartache. To help get you on
the right path, we have put together a short list of ways to get good links in the post Penguin world.
their proposal, locate the nearest shredder and save yourself a lot of heartache. To help get you on
the right path, we have put together a short list of ways to get good links in the post Penguin world.
1) Directories - Directories still have their place in
your marketing strategy but don’t submit to
thousands of them. Except for a few high
quality website directories, avoid general directories that
accept submissions from anyone. There are three categories of directories you should focus on:
accept submissions from anyone. There are three categories of directories you should focus on:
1. High quality website directories -
Look for web directories with a long established presence on Google such as the paid Yahoo!
Directory, JoeAnt.com and Dmoz.org.
2. Local directories - Local
directories still play a valuable role in your local rankings. Think about local sites such as Yahoo! Local, Bing
Local, Manta, Angie’s List,
YellowPages.com and
CitySearch. Also look for directories that are focused on your metro area.
CitySearch. Also look for directories that are focused on your metro area.
3. Lawyer directories - Lawyer
directories are great because, not only do they yield a link benefit, but they also can direct traffic to your
site. Look to directories like Nolo.com, Avvo.com,
Lawyers.com, Lawyer’s Guide and directories that may be available through your local Bar
Association(s).
Lawyers.com, Lawyer’s Guide and directories that may be available through your local Bar
Association(s).
2) Social Profiles - Many firms set up their Twitter,
Facebook, LinkedIn, LawLink and Google+
accounts without linking to their websites.
Make sure all of your social profiles are linked to your law firm’s website.
3) Guest Blogs - Look for high profile blogs that accept
guest bloggers. This does not mean you
s
4) Articles - Write about what you
know, and get that information out to the public. Unlike the old
days, do not submit your articles
indiscriminately to a site that accepts articles from anyone. Instead, post
articles on high quality and industry respected networks like JD Supra and
HG.org and law
reviews that are published online and accept guest submissions. Look to your alma mater to see if they have online resources and networks to which you can contribute.
reviews that are published online and accept guest submissions. Look to your alma mater to see if they have online resources and networks to which you can contribute.
5) News - News is still very
important to your link building strategy. Write intriguing stories based on current events. Avoid free press
release submission sites and look to higher end news syndication services.
Services such as Law Firm Newswire, MarketWire, PRWeb, PRNewswire and
BusinessWire deliver
extensive networks of quality publishers.
This list is just a starting point.
Beyond this, you have videos, ebooks, podcasts and more
opportunities to get valuable links from
valuable websites. When developing a link building strategy for your law firm,
the new rule of thumb is to be selective. Only align yourself with respected
websites and networks. If a website will take a free submission from just about
anyone, their link is not going to help and may actually work against you.
Focus on great content, get listed on
great networks and see great results in the post Penguin world.