Building Links for Legal Professionals

Are you a legal professional keen on enhancing your online presence through effective link building or simply looking to delve deeper into the realm of SEO? This comprehensive guide is tailored for anyone involved in SEO for attorneys, providing valuable insights and step-by-step instructions.

Essential Tools

Equip yourself with the necessary tools to embark on a successful link-building journey. Here are the essential tools you’ll need:

  • AHREFS Account: $99 per month
  • Majestic Account: Free Version
  • SEMRush Account: Free Version
  • Google Sheets: Free

Discovering Links

Initiate your link-building campaign by identifying the links utilized by your competitors. Follow these steps using the example of targeting the keyword “Chicago criminal defense attorney”:

Step 1: Open AHREFS

Visit your AHREFs dashboard and enter the URL of your competitor, such as

Step 2: View Referring Domains

Click on “Referring Domains” to access a comprehensive list of domains linking to your competitor’s site.

Step 3: Sort by Domain Rating

Click on DR to sort the links by “Domain Rating,” focusing primarily on 40+ DR sites.

Now armed with a list of potential links, let’s delve into assessing their quality before incorporating them into your link profile.

Evaluating Link Quality

After obtaining a list from AHREFs, it’s crucial to assess the quality of each link. While established sites like FindLaw, Justia, Avvo, and Yelp can be exempted from detailed analysis, it’s essential to scrutinize unfamiliar sites.

Step 1: Start a New Google Sheet

Open a new Google Sheet and create columns A–E, including DOMAIN, DR (domain rating from AHREFs), TF (Trust Flow from MajesticSEO), CF (Citation Flow from Majestic SEO), and Traffic (monthly traffic from SEMRush).

Step 2: Fill in the Domain Rating

Utilize the AHREFs report to fill in the domain rating for each site.

Step 3: Fill in the Trust Flow and Citation Flow

Use Majestic to obtain Trust Flow (TF) and Citation Flow (CF) by pasting the root domain without “http://” or “www.”

Step 4: Use SEMRush to Look at Traffic

If doubts persist about a site’s quality, examine its organic traffic on SEMRush. Avoid sites with less than 1,000 monthly visitors.

Step 5: Fill-in Your Google Sheet

Compile all metrics into your Google Sheet, including the creation date of the link and the final URL linking back to your site.

Maximizing Link Building Impact

To maximize the impact of your link-building efforts, consider the following additional strategies:

Diversify Anchor Texts

When building links, ensure a diverse range of anchor texts. This helps create a natural link profile and avoids potential penalties from search engines.

Guest Posting Opportunities

Explore guest posting opportunities on reputable legal websites. Guest posts not only provide valuable backlinks but also establish your authority in the legal domain.

Social Media Integration

Integrate your link-building strategy with social media. Share your legal content on platforms like LinkedIn, Twitter, and Facebook to increase visibility and encourage natural link sharing.

Monitor and Adapt

Regularly monitor the performance of your links and adapt your strategy accordingly. Trends in SEO and link building evolve, so staying updated is crucial for sustained success.

Building Relationships for Sustainable Links

In addition to the technical aspects of link building, cultivating relationships within the legal community can be a powerful strategy. Attend legal conferences, participate in online forums, and collaborate with other legal professionals to establish a network that can naturally lead to valuable link opportunities.

Leveraging Local SEO

For attorneys, local SEO is paramount. Ensure your online presence is optimized for local searches by claiming and optimizing your Google My Business listing. Encourage satisfied clients to leave positive reviews, as this not only boosts your local SEO but also enhances your credibility.

Content Marketing for Attorneys

Crafting high-quality, informative content is key to a successful link-building strategy. Consider creating blog posts, articles, or even legal guides that address common legal concerns. This not only establishes you as an authority in your field but also provides valuable resources for your audience.

Emphasizing E-A-T

Google prioritizes expertise, authority, and trustworthiness (E-A-T). Showcase your legal expertise through content, credentials, and client testimonials.

Staying Ahead with Video Content

Diversify your content strategy with video. Create engaging legal content, such as Q&A sessions, case discussions, or informative videos. Video content can enhance user engagement and contribute to your overall online visibility.

Harnessing the Power of Webinars

Consider hosting webinars on legal topics relevant to your practice. Webinars not only position you as an authority but also provide opportunities for interaction with your audience. Promote the webinars on your website and social media to attract a wider audience and potential link opportunities.

Collaborating with Legal Influencers

Identify and collaborate with legal influencers in your niche. Engage in joint content creation, co-host webinars, or participate in podcast interviews. Leveraging the audience of influencers can significantly amplify your link-building efforts and establish credibility in the legal community.

Exploring Legal Directories

Ensure your law firm is listed in reputable legal directories. Platforms like Martindale-Hubbell, Super Lawyers, and Avvo can provide valuable backlinks and enhance your online visibility within the legal community.

Embracing Interactive Content

Consider incorporating interactive content such as quizzes, polls, or calculators on your website. Interactive content not only engages visitors but can also attract natural backlinks as users share and reference your valuable tools.

Building Authority through Case Studies

Publish case studies showcasing your legal expertise and successful client outcomes. Highlighting real-world examples can bolster your authority and attract links from individuals and organizations interested in your field.

Expanding International Presence

If applicable, expand your reach internationally. Engage with legal communities in different jurisdictions, participate in global legal conferences, and create content targeting a broader audience. This can open up new link-building opportunities and enhance your law firm’s global reputation.


Share additional insights in the comments below. This guide aims to kickstart your link-building campaign, emphasizing quality over quantity. Stay tuned for our upcoming post on anchor text considerations. Happy link building!