Tom Desmond CEO

Link Building For Law Firm Website Ranking Power

A “backlink” is an incoming hyperlink – a live text link from one website to another website. The website that receives the incoming link also receives “link juice”, or as we call it at ApricotLaw, “website nutrition.” Healthy backlink profiles are an indication of popularity and authority, and these authoritative sites rank high in Google.

The only way to outrank your competition and capture the best leads is through continual link acquisition from authoritative and relevant web pages. After years of analyzing and ranking law firm websites, we can say that there isn’t another law firm marketing company that can compete with ApricotLaw’s link building power and precision. We’re simply the best, and our ranking reports prove this.

You can see some proof right here in this video:

Example of ranking snapshot after 6 months of engagement in a competitive market:

Note: Google changes what it values as ranking factors all the time. Not just between types of links and anchor text, but also between link velocity, on-page elements, and user activity. We work all angles of the algorithms, so you’ll continue to win online regardless of how Google changes their approach. This is why our clients’ rankings steadily increase each and every month.

Winning Websites Need a Healthy Diet of Strong / Legal Niche Backlinks
We like to think of backlinks as your website’s nutrition. Good backlinks make your website healthy and strong and push it up into the top spots. Bad backlinks make your website weak and sick, and in some cases can cause it to be penalized. Backlinks have authority and trust flow ratings and can be tracked and measured, just like your physical health can be tested and measured. And, thankfully, the numbers don’t lie.

Once your onsite SEO is as sharp as a razor, it’s time to increase the strength of your pages to overpower those of your competitors. Webpage strength, or “authority,” comes from relevant and authoritative backlinks, so you’ll need backlinks from strong, trusted, law related websites.

Note—authority building takes a steady hand, because it’s very easy to make a mistake and kill your online presence. Roughly 95% of the law firm websites we analyze fail at link building. Either they have a very low number of links (not enough power) or they have too many bad links (spammy links from untrusted and/or irrelevant sites), or they have an anchor text over-optimization penalty (Penguin), or a link velocity issue.

Law Firm Website Backlink Qualities:

Great Link Building Campaigns Yield Winning Law Firm Websites. 

Page and Domain Authority Metrics
Authority ratings, like PA (page authority) and DA (Domain Authority), refer to website strength rated from 1–100. Websites that have 20 or more links from high PA (40+) pages tend to rank pretty well in most markets, so naturally, we arm our clients to the teeth with these kinds of sites.

The Trust Flow Metric (TF)
Trust flow is a metric designed to decide how trustworthy a website is based on the quality and relevance of its backlinks. Authoritative, trustworthy, and relevant backlinks to a site increase its TF score. We build links from sites with high TF scores to increase your website’s trust scores. Law firm websites with TF scores of 34-37 rank well in the legal market in any city, so we shoot for TF45+.

Your backlink profile has to be diverse, which means your website needs links from many different kinds of sites: Web 2.0, local/legal/paid directories, press release distribution, article syndication, guest posts on trusted law-related sites, authority posts, social media, and PBN (private blog network) links with strong metrics.

Your links have to come from relevant websites. If you want to rank for competitive law related terms, we believe that 85% of your backlinks should be from law-related sites with high trust flow scores (TF of 25 or higher). In fact, everything you do online has to be trusted and relevant, which means links to and from your site need good TF scores.

Authoritative and Focused
Your links have to come from authoritative websites. This means that the pages that link to you need to be healthy, which means they need to have relevant and authoritative links point to them. (starting to make sense?) And, you want your inbound link to be one of 5 (maximum) on the page as often as possible, so you get a good amount of undiluted nutrition from the page. Too many outbound links on the page will decrease the power that your website gets from the link.

Anchor Text Ratio
Anchor text is the text that the link is built on. To avoid over-optimization penalties, exact match keyword anchors must be 4% or lower. For example, if you have 100 links pointing to your site, you want only 4 of them to use “LOCATION Car Accident Lawyer” anchor text. Most of your anchors should be brand, URL (and many different versions of the URL), longtail, and generic: “click here,” “view website,” “read more,” and similar.

Link Velocity
Link velocity is the rate at which other sites are linking back to your site. It’s the rate at which your backlink profile grows over time. So, give this some thought, let’s say you have a new site with 100 visitors per month. Would it make sense to get 300 new backlinks in two months? The answer is maybe. It depends on the types of sites that are linking to you. It makes sense for a new site to suddenly get 100 links from local directories and social media, but it might look a little funny if that same new site suddenly received links from 50 different guest posts or private network sites.

In Summary: Ranking For Any Search Phrase In Any City
Websites with sharp onpage elements (relevance) and solid backlinking profiles (authority and TF scores) rank in the top 3 for anything they want and get the most traffic—hands down, no exceptions.

Approximately 95% of the law firm websites we see are missing these important attributes and can be easily outranked for any phrase in 5 months or less.

Questions? Give us a ring. 877-203-0751