Building a Legal Information Hub to Improve Search Rankings

Here is an advanced strategy that will give you an edge over your competition: build your own legal information hub. There are a number of good reasons for doing this, such as just attracting traffic, but for this discussion the main advantage is that it gives you a way to guide search engine spiders to pages you want them to find.

If you use social networking, article distribution, or any of the other content-based strategies that we recommend, then you want to make sure those pages get found. But you’d like to make that happen without directly linking to those sites. Otherwise, you’ve created two-way links, when what you want are one-way links.

If you own an information hub site, then you can use it to guide the search engines to any site you want without having two-way links between your main site and sites that link to you. It may become that the information hub itself ends up ranking higher than your main site for numerous long-tail keywords, which is another advantage. Even though the site will be very focused on providing information, it will still feature your brand and a very soft marketing message.

RSS feeds give you an easy way to display content on your information hub that updates itself. We may cover the technical aspects of how to do that in another post (or you can hire Work Media to do it). It’s really not difficult.

Law Firm Link Building Strategies

Here are some strategies you can begin implementing immediately to build a catalog of links to your law firm’s web site:

1. Create a very useful, informative, or entertaining web site. The more valuable and useful your web site, the more likely it is that others will link to you. As a lawyer, you know all kinds of things that other people need to know. So use your web site as a forum to reveal your awesome knowledge. Don’t worry about giving information away for free. It won’t cost you any clients.

2. Publish a blog. Carefully include specific keywords in your blog posts and link to other relevant blogs.

3. Write and distribute articles. Make sure your articles have a byline with a keyword link back to your site.

4. Build pages on social networking sites. Sites like Squidoo.com and HubPages.com let you build pages about anything you want. Those pages will, of course, link back to your main site.

5. Post comments on other blogs. If possible, locate blogs that allow “do-follow” links.

6. Link swap. This is the classic technique, but it still works. Contact other law firms or companies in the legal industry and offer to swap links.

Link building is hard work, but it is definitely doable if you are systematic and force yourself to spend a few hours per week doing it.