Time to Re-Think Law Firm SEO

You may have already guessed that we do have a strong opinion of the risks associated when firms completely disengage from their law firm SEO marketing efforts and outsource their SEO (search engine optimisation) completely to external providers, never knowing what tactics are being applied to catapult the firm to good rankings.

Why? Notably because the last few batches of Google algorithm changes have outlawed a number of tactics that were and sadly, continue to be common place in the work by Law Firm SEO companies generally.

The most prominent tactic is back-linking. In other words, seeking out other sites that may or may not have any relationship whatsoever to legal practice and placing a link on that particular site that links back to your website.

Now, if Google hasn’t an adverse opinion of the site that you’re linking your website from, then Google historically has seen this as being a tick in assisting your rankings. However, where it goes pear-shaped is where Google at some point, now or in the future, considers the linking site as a “link farm,” then deletes it from Google completely and those firms or businesses that have derived links from it. This is commonly called being, “sandboxed.”

Below is an example of the backlinking strategy being adopted by one Australian firm via its Law Firm SEO company. You will see this site has approximately 642 blended links. For example, links from both within and outside their website. Take a look: backlinks Now, in of itself there may be nothing unusual about this on face value. But when you drill down, there is a different story. Look below, and you will see a list of links, which is only some of them, pointing back to this firm’s website: links Now, whether or not the source of these links can be considered a link farm, is for Google to determine. How they determine that can be read here

The latest post by Google’s Matt Cutts reiterates the importance of contextual backlinking and hints that in the future, links may not be as important in determining how well a firm’s site ranks in Google.

The key takeaway in all of this is:

1. Be careful about who is doing your SEO and take active steps in receiving monthly information relating to those links that were acquired and from where.

2. Think firstly about creating great content and secondly about other online conversations that may like to know about it. For example, if one of your lawyers has written a blog on new legislative changes to the Corporations Act, then there would be numerous blogs and news resource sites that may wish to link to your article.

3. Stay up to date with Google. I think even the most cynical firms have now conceded that significant leads derive from their website, either singularly or corroborated with a referral.


17 May 2019 in Marketing Hub, Technology Hub

Will New Legal Technology Drive Traffic to Our Law Firm’s Website?

There is a common misconception among law firms that amid this flurry of technology startups in the legal industry producing all sorts of software that once your firm integrates it,…
Read More
14 May 2019 in Marketing Hub

The Only Question You Need to Ask Your Law Firm SEO Agency

One of the most time-intensive, methodical and repetitious tasks in the context of marketing a law firm is SEO (search engine optimisation).  SEO is a fundamental aspect of marketing your…
Read More
9 May 2019 in Marketing Hub

What Successful Law Firms Do When it Comes to Marketing

We’ve been branding, designing, marketing, developing and deploying technology for law firms for over 10 years and upon reflection, here are some of the predominant characteristics we see in our…
Read More
6 May 2019 in Brand Hub, Marketing Hub

How to Get Marketing on the Agenda at a Partner’s Meeting

We know this challenge so well. There is a massive shift outside your firm but the leadership team inside aren’t looking or lack the impetus to do something about it.…
Read More
6 May 2019 in Marketing Hub

What’s Google Ads Quality Score and Should Our Law Firm Care About It?

There has been an exponential increase in the numbers of law firms running Google Ads, as SEO and lead generation become much more competitive, and hence firms have more questions…
Read More
5 May 2019 in Marketing Hub

The 7 Most Common Reasons Law Firm Marketing Fails

When it comes to marketing a law firm, the cold hard truth is that the majority of law firms fail. The failure doesn’t always derive the most obvious places. Here…
Read More
Keep your firm on the front-foot, without having to deal with a multitude of service providers.
Law Firm marketing business logo