How to Audit Your Law Firm's Links for Quality and Quantity
Google has caught on to spam link builders; you don't want to get backlinks from a page that Google considers to be garbage—a LinkFarm or Thin Content page.
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Links remain the bread and butter of Google’s ranking algorithm.
As Branding Company CEO Dan Branda explains, “Google leans heavily on links. They're like the citation directories in your law school's library. The more citations you have, the more authority and prominence. When you invest time and resources to secure quality links to your content, you build your domain authority and will dominate your competitors on local rankings.”
A diverse array of quality links is crucial for any local business’s link portfolio. This means that as you conduct your local SEO audit you’ll need to evaluate your links for:
- Local content
- Industry or vertical topic clusters
- High domain authority
Link quality will win over quantity, and quality + quantity will help you dominate the search rankings in your market. On the flip side, if you see a high volume of spammy, off-topic links, you’ll want to make a note of it as a red flag that may be damaging your ability to rank well for your target keywords.
To expand on this, Google rewards relevancy: If you're auditing a local business website, it's better to set aside general SEO metrics and focus more on relevancy. For a law firm's local SEO, a backlink from within the Legal Services industry is good, but not relevant enough. A backlink from a website with a low domain authority, but that is from the same city and same industry, is much much better than a general backlink from an authoritative website such as Wikipedia. Having said that, don't just mark positive to all the relevant industry or same city backlinks. Check the linking page outbound links number, Moz Spam score, and content quality carefully. Google has caught on to spam link builders; you don't want to get backlinks from a page that Google considers to be garbage—a LinkFarm or Thin Content page.
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We simply do not see a reliable, long-term digital marketing strategy that works without SEO. Your business needs to be on Page 1 of Google because 4 out of 5 consumers start the buying process online and 90% never see page 2. If you're not on page 1, you're losing customers to your competition.
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