Editor’s Note: In this article, you’ll learn about one of the Cornerstone strategies of successful law firm SEO: link-building. If you’d like to dive deeper into the numerous aspects of building a strong web presence for your law firm in 2018, check out our 3-part article: Website Marketing for Law Firms in 2018
As we know, the SEO industry is fast-paced and forever changing, so it is part of our due diligence to seek out how we can continue to produce top results. There are many ways to evaluate one’s success. We chose to look at what made each particular project something that was worth sharing in order to learn how to create even more content that people were eager to share and link to.
In times past, the goal of building links consisted of obtaining as many links as possible to your target URL. These could range from discussion boards, low-quality sites, and even comments on a webpage. However, obtaining links has now become a more difficult as to what Google decides is trustworthy, which is why quality content plays a major role in the process.
LINK-BUILDING AND SHARING
Although many campaigns have been labeled as successful due to their number of backlinks, it is important to have content published on a reputable site versus having the content published on a low-quality site. If a trustworthy site contains a backlink to your content, your content is then considered more trustworthy than if it were published on something such as an online forum where everyone can share their thoughts and ideas.
Although the number of backlinks was something of great importance, it’s now time to think of link-building as quality over quantity. This is where content comes to life as we venture into the future of link-building. If you’ve written quality content that readers will find engaging, you will likely notice that it’s easier, and more often shared and linked to.
SPEAK TO YOUR AUDIENCE
It is wise to consider your audience when producing and publishing content. If you are blasting out your content to overgeneralized groups of people, you may be missing the mark. Try to focus your content in front of people who are specifically interested in your niche. For example, content on car accidents mentioned on a site that has no focus on car accidents becomes a meaningless piece of information.
Research your target your audience to make sure you aren’t wasting your efforts where they don’t matter. You want to produce content that people are searching for, will be shared and ensure that your content appears in the proper places.
SHAREABLE CREATIVE ASSETS
We’re online more times than we like to admit, so thinking about what would make content more likeable can begin with ourselves. Through this process, we try to justify the reasons why someone would want read or take interest in the information. Was it because a reputable source shared the information? Was it the delivery? Could it have been that the content was compelling and interactive?
Understanding why someone would find content interesting and seeking ways in which they would be willing to share it is key, which is why the Consultwebs team has implemented various approaches to the process. We begin by hosting an original brain-writing session among team members to develop insightful assets with fresh ideas. We strive to develop original assets with statistics and data to support the content within each project. Out of this process should come compelling assets that make the content more shareworthy.
- Heat maps
- Useful charts and graphs
- Interactive games and walkthroughs
- Video and other multimedia
Through the development of compelling assets that support your content your link-building process can begin. Creative assets look to push the envelope of original visuals and content, and you should feel confident that there will be an impact with building links. Taking action to inform other site owners about the content through appropriate channels will be your bread and butter.
It will continue to be important to maintain the approach of focusing on quality content as we strive to continue to drive organic traffic. With the high use of mobile users continuing to rise, the remainder of 2018 will prove to be a great opportunity to develop more mobile-friendly assets that users can utilize on the go.
Although link-building will require you to implement strategies and tactics as SEO trends continue to evolve, building online relationships with others will continue to carry great power. Having a network of online support with other influencers separates quality link-building from spamming other site owners. Helping others will also allow you to be a beneficial component of the relationship as well.
There are many strategies for making law firms more visible in Google searches. As experts in this industry, we will witness our guidelines evolve with ever-changing SEO. Acknowledging these trends and evolving with them is what will continuously set us apart from our competition.
About The Author
As an Outreach Specialist with Consultwebs, Matt Rhoney conceptualizes ideas for our clients and collaborates with our content team to implement those ideas into guest posts that play a key role in a law firm’s online marketing success. Matt is a native of Hickory, North Carolina. He holds a B.A. degree in Communication Studies from the University of North Carolina at Wilmington.