Why link-building is essential for your legal website
'Link-building' refers to the process of drawing inbound links to your website, from other sites on the internet and is one of the key components of effective search engine optimisation (SEO). Search engines such as Google and Bing reward sites that attracts a high number of inbound links and is used as a gauge of the quality of content on a particular website.
If your website draws in a high volume of inbound links, there's nothing left to learn about link-building, right? Well, not quite, and we'll explain why link-building is more than attracting a large number of links to your site.
Quality inbound links are essential
Your site may be attracting a significant number of inbound links, but are the sources trustworthy? Similar to the analogy that a person may be judged by the company they keep, search engines will also judge the quality of a site by the source of the links. If search engines deem the source of the link to be less than reputable, it may have an impact on the page ranking of a site.
How does 'Hummingbird' affect search rank?
Google in late 2013 introduced their new algorithm tweak known as Hummingbird. We still don't have a full picture of what Hummingbird means for link-building, but it is thought to be the most sophisticated update yet. Therefore, it's essential that your site attracts quality links, particularly in relation to your practice areas, and what makes your firm unique. The only way to ensure that your site is attracting high quality inbound links is to consistently produce fresh, compelling, and relevant content.
Don't turn to the dark-side of SEO
Website owners looking for a quick fix when trying to achieve better search engine results may be tempted to engage in black-hat SEO. Allow us to categorically state that you should avoid black-hat SEO at all costs, because if found out, your site may be relegated to the search engine wilderness or worse, being completely delisted from search results altogether.
Lawyers who regularly produce high quality content won't have to resort to less than savoury link-building practices and will eventually be rewarded with reputable sites linking to theirs. If you build it (a database of quality content), they will come (links and visitors).