Link Building for Law Firms

May 17, 2024

By Jonny

Link building is an important part of your law firm’s SEO strategy. Law firm link building has helped legal clients of ours to increase free search engine traffic from Google by over 7366%. The more quality, relevant websites that link to your website content, the greater the chance that you’ll appear higher in search engine results.

By getting high quality, relevant links from other websites, you can show search engines like Google, that you are authoritative and should be ranked nearer the top when people are looking for your services.

What is link building?

The entire Internet is connected through links. This is why it’s referred to as the “worldwide web” - it’s a giant “web” of links.

Search engine “spiders” crawl websites and follow links from one webpage to another both internally on your website and externally from website to website.

If you have more quality inbound links coming to your legal website than your competitors, you stand a better chance of ranking highly.

The higher you rank, the more website traffic you’ll get.

The more website traffic you get, the more enquiries you’ll have.

Why build links?

Let's say you're a divorce solicitor based in Birmingham.

Wouldn’t it be delightful if there were loads of people searching for “divorce solicitors Birmingham” in Google?

The good news is that there are. And lots of them. 

Google - since it wants to provide the best user experience it can - will try to provide results only to high-quality, relevant websites.

So, how will it know if a site is high-quality and relevant?

One of the main ways is through - you guessed it - link building.

Link Building and SEO

Successful link building in the legal industry comes down to three factors:

  1. Relevance: Ensure that the websites linking to your law firm are relevant to your practice areas. This relevance signals to search engines that your content is valuable and related to the search queries.
  2. Authority: Obtain backlinks from authoritative websites in the legal field. These high-quality backlinks act as signals of confidence for search engines, indicating that your website is a trusted source of information.
  3. Diversity: Build a diverse backlink profile by acquiring links from various types of websites, such as legal directories, blogs, and news sites. This diversity helps to create a natural link profile that search engines favor.

A proper link building strategy signals to Google that your law firm’s website can be trusted to help the person who made the search, which in turn improves your search engine rankings.

Successful SEO for solicitors comes down to three broader factors:

Technical SEO

Making sure Google can crawl all the relevant information on your site efficiently. 


Are you providing relevant, valuable content that matches Google search queries? (the things people type into Google). Create content that adds value, builds authority and trust. 


That’s what we’re talking about here. Get the first two right and then start building quality links from other websites. You’ll be onto a winner.

Once you have addressed the technical - making sure that Google can crawl your website, you can focus on content.

A proper link building strategy signals to Google that your law firm’s website can be trusted to help the person who made the search. It’ll reward you by boosting it on the search engine results pages.

The higher you are on the search engine results pages, the more likely a person is to click it and “convert” into a paying client.

What’s the down-side to link-building?

A downside to link-building is that it can take a lot of time and effort. It can also take a few months for your link building efforts to kick into effect. Additionally, using paid links can negatively impact your search rankings and is generally disapproved by Google.

One or two links to your site simply won’t make it shoot to the top. You need to invest in getting the right type of links, from the right places, over the right period of time.

If you invest too much time in building the wrong types of links, you could get penalized as search engine journal describes here.

Bad links include a number of outdated tactics such as links from blog comments and discussion forums as well as obvious press releases.

What makes a good link-building strategy for law firms?

Imagine there’s a very popular, high-quality website in the legal sector that links to law firm websites.

It’s considered authoritative and plenty of other sites link to it. This signals to Google that it’s trustworthy.

What if you could get a link to your site placed on that popular site?

Not only might visitors be driven to your site through the link, but, since Google already trusts that site, the presence of your link helps it to trust your site as well.

Additionally, the fact that the link is from a relevant site helps Google determine that your site is part of the legal niche.

As a result of both of these factors, Google will rank your site more highly for appropriate search terms, and suddenly you’ve got more potential clients on the hunt for a solicitor, coming to your page.

In a nutshell, you want to have as many links from other quality websites in the legal sector as possible.

Link building checklist


  • Focus on creating great content first (or you'll have nothing worth linking to)
  • Review competitor links to see if you can get any ideas
  • Invest time in getting links from quality, relevant websites
  • Avoid spammy directories and social bookmarking sites. They're easy to get links on, but can often have little value
  • Consider which pages on your site you are getting links to. Links to the home page are a good starting point and then you can begin to spread them across relevant pages

How do we measure website authority?

There are a few tools that can help us to establish the authority of other websites and also help us identify potential link targets.

Moz uses “Domain Authority” (DA) as an overall grade for how authoritative your site will be in search engines. 

Ahrefs is another great tool that uses “Domain Ranking” and “URL Authority” to determine how likely a website is to rank in Google. 

Both of these tools can give you some insight into:

  • How many links your competitors have
  • How many links you might therefore need
  • Who is linking to your competitors’ website 

By seeing who is linking to your competitors websites, you can also see if there are any opportunities to build links to your own. For example the data may throw out business directories that you could list your law firm on.

What types of backlinks are there?

Guest posts

With guest posts, you'll write about a specific topic you're well-versed in. This post will be placed on a high-quality website's page - they get a high-quality post, and you get a backlink to your site, making for a win-win situation.

Another type is editorial backlinks. This is where an article might have a link to one of your posts embedded in the text.


Web directories can give your website it’s own entry (link an old telephone directory). There are some directories that are high quality and still drive traffic to your site as well as providing a quality backlink. 

Partner websites 

Do you partner with estate agents, medical firms or insurance providers? Any partners are likely to have websites that can link to yours. So just ask. 

Organic links

This is where you’ve created really valuable content and other websites have seen it and linked to it. For example it could be independent research or a guide that is worth referencing. 

How to Get Backlinks to Your Legal Website

Write an "Ultimate Guide"

As a solicitor, there are specific legal topics that you know very well. 

You may have heard the same questions from clients, over and over again, and understand their "pain points."

Use this knowledge to create an "ultimate guide," or even a “simple guide”, exploring the issue in-depth and answering peoples' frequently asked questions.

There's a good chance that relevant sites will eventually start linking to that page.

Guest Post

Alternatively, you could also reach out to other legal websites. There are many are looking for expert content that is relevant to their audience. 

Go on a Podcast

Podcasts are very popular these days and a good way to get exposure. If you can get on a popular podcast and address a legal issue you're well-versed in, you will not only get visibility to  plenty of potential clients but also get a powerful backlink.

Replace Outdated Links

Ever click a link on someone else's site, only to find it doesn't work?

If you find a so-called "dead link" on a legal site, one that would link to a topic you've written about or want to write about, notify the site owner and ask if they can replace it with your link.

Dead links are a negative ranking factor for SEO, so this is another win-win situation: the site will move up a bit in the search results, and you'll get a solid backlink.

Make it visual

A picture speaks a thousand words...

Infographics are highly-shareable pieces of content that explain a concept using pictures. 

You may be able to explain a complex legal topic using an infographic, making it much easier to understand in a way no one else has done before. 

If you can do that, you'll see many shares across social media and backlinks from other sites.

Do some link building "outreach"

When it comes to link building for law firms, outreach plays a crucial role in enhancing SEO strategies and boosting online visibility. Here are the key benefits of outreach specifically tailored for law firms looking to build links to their website:

  1. Quality Link Building: Outreach allows law firms to connect with reputable websites, other law firms, and authoritative sites within the legal niche to acquire high-quality backlinks. These backlinks from referring domains can significantly improve domain rating and enhance the website's credibility.
  2. Natural Links: Through outreach efforts, law firms can earn natural links by promoting high-quality content relevant to legal topics. Natural links are editorial in nature and carry more weight in search engine algorithms compared to purchased or spammy links, helping to boost search engine rankings organically.
  3. Broken Link Building: By reaching out to website owners and pointing out broken links on their legal content, law firms can offer to replace them with relevant links to their own website. This strategy not only helps in building links but also establishes relationships with other legal websites for future link-building opportunities.
  4. Avoiding Low-Quality Links: Outreach enables law firms to ensure that the backlinks they receive are from reputable sources and not from free directories or low-quality websites. This helps in maintaining a clean link profile and prevents the risk of being associated with spammy links that could potentially manipulate search engine rankings negatively.
  5. Diversified Link Building Techniques: Through outreach, law firms can explore various link building techniques such as guest blogging, creating informative legal content for legal forums, and participating in discussions on authoritative legal sites. This diversified approach leads to a more robust backlink profile.
  6. Anchor Text Optimization: By collaborating with external websites through outreach, law firms can optimize anchor text used in backlinks to enhance SEO. Strategic use of anchor text containing relevant keywords like "personal injury lawyer" can improve the website's visibility for specific legal services.
  7. Valuable Backlinks: Outreach helps law firms build backlinks from valuable sources, including same domain and authoritative sites, which contribute to establishing the law firm's online authority and expertise within the legal industry.

Purchasing links

Not all links are born equal. You can purchase website links from link building specialists, however this has traditionally been thought of as "black hat SEO", becasue buying links is not "natural".

The reality is however that if links are relevant, quality and non-spammy, there is nothing wrong with buying links, in fact it can be one of the most effective link building strategies as you can get more backlinks from higher authority websites, link other law firm sites.

To find out how link building could work for you, get in touch here.

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