Backlinks still matter for law firms. But not all links are created equal. A handful of relevant, authoritative links (local bar associations, university clinics, reputable news sites) will do more for your rankings and credibility than dozens of weak directory or spammy links.
This post gives you a step-by-step, lawyer-friendly plan you can implement this week. It’s practical, not theoretical, with outreach templates, a short JSON-LD snippet you can paste into your site, and an FAQ for quick answers.
Why attorneys need seo link-building services for lawyers
Search engines use links to understand which websites are authoritative and relevant. For law firms, links from legal, local, and news sources signal credibility, exactly what potential clients look for. That’s why an SEO link strategy tailored to link building for lawyers matters: it drives local visibility, referral traffic, and trust.
Focus on relevance and trust, not raw quantity. A link from your state bar or a local court clerk’s blog is worth far more than a generic guest post on an unrelated niche site.
Quick 5-step plan you can start this week
1) Audit your existing backlink profile
Export backlinks from Google Search Console, Ahrefs, SEMrush, or Moz. Then:
- Flag high-authority, relevant referring domains (legal blogs, news sites, universities).
- Note which pages already attract links — these are your best targets for amplification.
- Identify spammy links; consider a careful disavow only after review.
Example action: export backlinks → sort by referring domain DR/DA → mark links from .gov/.edu/local-news → build a prioritized list.
2) Lock down easy, authoritative citations
Complete profiles on reputable legal directories and local business listings:
- Recommended types: local bar association pages, university legal clinic pages, and major legal directories (complete profiles; photos; NAP).
- Don’t mass-submit to low-quality directories — pick 8–12 trusted listings and keep them consistent.
Why: these are low-effort, relevant links that also help local SEO and client discovery.
3) Create link-worthy content (the cornerstone approach)
Build 1–3 cornerstone assets that attract links naturally:
- Local legal guides — e.g., “Filing for custody in [City]: 2025 step-by-step.”
- Original local research — survey small business owners about contract disputes; publish results.
- Practical explainers — simple, well-structured answers to common legal questions.
Case in point: a downloadable checklist or printable guide is easier for local news or community groups to reference and link to.
4) Use outreach channels that work for law firms
Targeted, human outreach beats mass email blasts. Try these methods:
- Guest bylines & expert articles — pitch local business journals, legal magazines, and community blogs.
- Digital PR — tie unique local data or law changes to a journalist’s angle. Timely commentary works well.
- Partner outreach — resource pages from accountants, real estate agents, community orgs.
- Broken link building — find dead links on resource pages and offer your updated guide.
Short outreach + clear value = higher success. One small favor beats a long sales pitch.
5) Measure what matters
Track monthly:
- Referring domains (unique sites linking to you).
- Editorial/contextual links (links inside article content).
- Organic traffic to target pages (did your target page get more visits?).
- Local keyword rankings (e.g., “family lawyer [city]”).
- Referral conversions (leads or calls generated from linked pages).
Expect to see meaningful changes in 3–6 months for most white-hat campaigns.
Anchor text & where to point links (practical rules)
- Use natural anchor text (page title, brand, or plain URL).
- Don’t overuse exact-match commercial anchors (e.g., “best divorce lawyer [city]”) — it looks manipulative.
- Point links to relevant practice pages or cornerstone content, not just the homepage.
Outreach templates (copy, personalize, send)
Broken link / resource update — short & effective
Subject: Quick update for your resource on [topic]
Hi [Name],
Great piece on [title] — I referenced it when researching [topic]. I noticed one of the resources you link to ([old URL]) is no longer available.
We recently published an up-to-date guide called “[Title]” that covers [one-line value]. Happy to share if you’d like to replace the broken link.
Thanks for the great content — and for considering this update.
Best,
[Your name] — [Firm], [role]
Guest article pitch — concise
Subject: Quick guest post idea for [site] — [working title]
Hi [Name],
Love your coverage of local business issues. I’m [name], a [role] at [firm]. I have a 700–900 word draft on “[title]” that explains [one-line benefit to their readers]. I can tailor it to your audience and include a short byline.
If interested, I’ll send the draft and two headline options.
Thanks,
[Your name] — [Firm], [link]
Conclusion
You don’t need a massive budget to win at link building for law firms. You need useful content, targeted outreach, and patience. Start with an audit, lock down trusted citations, publish one excellent local resource, and do relationship-based outreach — one thoughtful email at a time.
FAQs
Can I buy links to speed things up?
No. Paid links that pass PageRank are risky. Invest in earned, editorial links instead.
How many backlinks do I need to rank on Page 1?
There’s no magic number. Quality, relevance, and topical authority matter more than raw counts.
Should I use an agency?
Agencies can scale outreach but vet their methods. Ask for examples of editorial placements and references.
What content earns links best for law firms?
Local guides, practical explainers, original surveys or research, and timely commentary on legal changes.
How long until I see results?
Expect several months. Many firms measure initial impact at 3–6 months; stronger results often show after 6 months.
