Even a cursory look into the world of SEO will tell you just how important link building is. This strategy is one of the top-ranking factors and can help a business establish a strong reputation. Link building strategy varies from one business to another based on the geographic region, target audience, competitors, and other such factors. A strategy that works for a large, national-level legal practice will not work for a small establishment with a very local customer base. Here’s a look at some tips to help you establish a strong local presence through digital marketing for lawyers:
Start With Establishments You Are Already Connected To
Every law firm has a network of connections like associates, clients, local news agencies, etc. You can get in touch with them and ask them to mention your company name on their website. The name can be added to their resource page list, articles, and partners page.
Make sure the page is relevant to your brand and your name isn’t added arbitrarily because that will appear suspicious to Google. For example, if you are a tax lawyer, you can ask financial education websites to add your firm’s name to the list of consultants. This is a very easy, meaningful, and organic way to build links. Google won’t strike against such backlinks because they offer genuine value to search engine users. This can help you lay some foundations for digital marketing for lawyers.
Lawyer Association Bodies
Many cities and towns have local lawyer association or legal defense bodies. They can be a great backlink for your website as well. These organizations have a great deal of authority and are trusted by search engine users, which means being mentioned in them can lend you some credibility as well.
Become a part of these bodies and contribute content to their publications to get some backlinks. While Google cautions against using guest posting for backlinking, publishing content on high-authority websites doesn’t hurt if you provide good information. Make sure you pick the right niche for success. For example, real estate lawyers can associate with American College of Real Estate Lawyers or similar local associations. This is a good way to establish a strong foundation for digital marketing for lawyers.
Citations on Local Directories
Websites like Yelp and Yellow Pages are large-scale directories with listings from all over the world. While these websites are considered reliable and backlinks from them offer some benefit, they aren’t as valuable as links from dedicated local directories. For example, if your practice is based in Las Vegas, you should consider getting citations on directories that specialize in Las Vegas businesses.
Such publications are considered trusted local resources, especially by people that aren’t from the area. By adding a citation to such websites, you don’t just get a good local backlink but also more visibility. Make sure all the information in these citations are accurate. Inaccurate information can compromise your reputation and alienate clients. Citation building is one of the most information strategies in digital marketing for lawyers.
Sponsor Local Events
Sponsoring events is a great promotional tactic because it helps you accomplish several things at the same time. You can get backlinks from charity organizations, local news publications, government websites, and other such sources. Sponsoring events can also boost your reputation and show how you contribute to the community.
Fortunately, this process isn’t difficult and only requires a small investment. Local charity and community organizations are always looking for businesses that are willing to contribute. Pick a cause or event that appeals to you or fits in with your business ethics and support it. This is a more organic approach to digital marketing for lawyers and can also have a positive impact on your overall reputation.
Speak with Local Publications
Local news outlets and publications are always looking for fresh material. If you have anything newsworthy to share like opinions on laws, advice for reader, new branches, reopening, etc, the local news will be eager to pick it up. All you need to do is get in touch a give them a few days of forewarning so they have time to assemble a team.
Make sure your opinions and advice are valid and based on facts. Don’t share anything too controversial or political unless you are certain it will benefit others. If you establish a good rapport with local news agencies, they will also voluntarily reach out to you for opinion on legal matters. That can help you establish some authority on the industry, which will help with digital marketing for lawyers later on.
All of these steps can help law firms gain more recognition in the local sphere and find the most relevant backlinks. The best part is that this area isn’t very competitive so you won’t have to work that hard to implement digital marketing for lawyers.