There is not really a way around building links to your website if you want it to rank well in search. It’s ok to have well-designed link building campaigns but you also need to have ways of attracting natural links. Lawyers can still supplement more aggressive tactics by making really great content on their own websites.
Creating viral videos is an excellent way to attract links to both your website and your Youtube channel. Links have a bearing on where your videos rank just like they do on your website. Embedding a viral video on your blog or a web page can also attract links.
Making good videos that people will link to is often a balance between getting the exposure you want and staying true to your law firm’s image or brand. A great example of a video that is getting tons of links (many of them on Reddit) is Bryan Wilson the “Texas Law Hawk”.
The video itself (and others he has made) are extremely outlandish and comical. They do contain sparse legal tips but for the most part they are made for shock and entertainment value.
While it might not be wise to shift your entire video strategy to emulate something like this, having fun with a couple videos could get you some earned links to your website.
Set Yourself Apart
It helps to see what is successful and then see how you can do it even better. Or look for things that others are doing and figure out how you can do something different and better. In other words you want to be more of an authority in your practice area than any of your competitors.
Here are some ways attorneys can do that:
- Having more informative blog posts on your site than any other competing law firm
- Having a better resource page than any other competing firm
- Creating useful tools that people interested in looking for legal services can use
- Creating a better website experience for users (i.e. adding a chat service, adding video to help explain abstract legal concepts, or just making your information architecture easy to follow)
It can take a lot of leg work but setting yourself apart in this way can really make a difference. More people will link to you and visitors will be more likely to see you as an authority in your practice area.
Original and Powerful Data
Even if your visitors aren’t consciously paying attention, they can still tell the difference between opinion and fact. When you can produce information on your site relevant to what your visitors are looking for that is credible and factual, other site owners are more likely to link to you.
Creating infographics is one visually appealing way to do that. It used to be that you needed a graphic designer to produce images worth sharing. Now all you need is the data and there are services that will turn it into a top-notch graphic for you. For example sites like visual.ly, piktochart.com, or canva.com can be used to make infographics for blog posts, web pages, or for sharing on social. Most of these can be used on a limited basis for free but paid subscriptions are generally pretty reasonable.
Attracting links in this way takes a little more guts and (potentially) a willingness to risk your brand identity. Attorneys could leverage current events or controversial topics in any number of ways. For instance they could do it through blog posts, through video, through ad or SEO campaigns. Whatever medium is used, the content should reside on your website so that you can get links built back to it. For example this Colorado attorney scored a link on the Wall Street Journal Law Blog by advertising a scholarship link building campaign where applicants had to admit to drunk driving in order to be entered for the money.
Be careful how you approach this strategy. Attorneys shouldn’t do anything that could risk their image being tarnished. Weigh the risk with the reward and don’t do anything that could potentially harm your practice.
Content That is Creative or Entertaining
If you have a sense of humor and want to have a little fun with your online marketing, using content that entertains people is a good way to get links. This type of content is also well-positioned to share on authoritative social sites like Reddit.
Memes are a great way to get natural links built to your site. Use them in blog posts on your site so that people will have a page to link to. You don’t have to do this constantly. Having a couple posts on your blog is enough to share on networks or other places. Whatever images you use, make sure that you are following copyright laws. On the internet, it is very easy to get into hot water with using intellectual property without permission (even if you modify it to be your own).