After last year’s Penguin update to Google’s algorithm, SEO companies were sent scrambling. Suddenly overnight, link quantity was thrown out the window. Google hammered link farms or websites which existed for the sole purpose of housing links; they were thrust out of Google search results.
The phrase “link building” isn’t quite accurate in a post-Penguin world. Of course, quality SEO has and always will be the right way to do SEO. Penguin punished those who went overboard and well, over-SEO’d for their clients.
We now know that we must build link relationships by getting links from trusted sources, such as a government website or a school’s website. The holy grail of links would be a link on Wikipedia, which has earned Google’s trust and authority.
Various pages of Wikipedia’s website pop up in search results for many “what is” and “how do” questions, even for legal or law-related questions. For example, a Wikipedia page appears in position one on a search result for the search query: “What is respondeat superior.”
Legal Website Content Writers – Link Relationships
So, how do we build quality links? We earn them. However, there are many tips and tricks. Here are two:
1. Get one from your alma mater.
Go back to your high school, college, graduate school and law school and ask their webmasters for a link to your website. If you’ve asked nicely, try to get them to use anchor text that matches what you want to be found for. This is anchor text – what text the link is anchored to. (*Note the link to Wikipedia’s page, “Anchor Text”)
For example, if you’re a family law attorney, ask for anchor text like “Family Law Attorney in [City]” or “Divorce Lawyer in [City].”
2. Write a good legal article about something relevant in local or national media.
Many online news articles will show the author/reporter name and email. Collect a bank of reporters, national and local, who write about topics in law and your practice area. Develop relationships with them. Send them a link to your article. The better your article, the more inclined they will be to link to it.
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