Although Google and other search engines take a variety of different factors into account when determining page ranking, backlinks are perhaps the most important of all. In fact, Moz rated domain-level link features (e.g. quantity and quality of links, trust and PageRank ) as the number one search ranking factor in 2015.
For those of us who aren’t SEO nerds, this simply means that having plenty of quality backlinks pointing to your law firm’s website is incredibly advantageous. In the long run, this can improve your ranking, bring in more organic traffic and help you make more conversions. But how exactly can you get quality backlinks? Here are two specific ways to do this.
Write Longform Content
Backlinko performed a study where they analyzed one million Google search results. According to their findings, “the average word count of a Google first page result is 1,890 words.” So what does this mean?
It means that there’s a correlation between longer word count and higher rankings. By looking at their data, just under 2,000 words appears to be the sweet spot for content length. This is likely due to the fact that longer content has a lot of depth, which motivates people to read (or at least scan) through it.
Longer content also has a greater likelihood of getting linked to because there’s a lot of information. In theory, a 2,000 word blog post would receive roughly the same number of links as 4, 500 word posts. It’s basically a backlink magnet.
The practice of guest posting where you contribute content to relevant websites, blogs or publications has been a fundamental part of SEO and marketing in general for several years. It kills two birds with one stone because you’re able to get in front of a sizable audience to directly promote your law firm, and it’s an excellent opportunity for generating quality backlinks to your website.
The basic process of guest posting involves the following steps:
- Identify reputable and relevant resources to target
- Look through their site’s content to get a feel for the type of topics they cover, style, tone, etc.
- Develop a pitch for a potential post (be thorough and stick to their style guidelines)
- Contact the editor or website owner
- Explain your idea and how your content would be an asset to their site
With any luck, they’ll accept your pitch and allow you to post on their site. Many will also allow you to include a bio or byline, which is ideal because it should raise your credibility. While you don’t want to go overboard with excessive links, definitely be sure to include one or two links to your site in a natural manner. This is the entire purpose of guest posting in the first place, so don’t forget this critical step.
If you’re looking for more in depth information on guest posting, I recommend checking out this guide from Kissmetrics.
Having quality backlinks pointing to your site is one of the most important things you can do for SEO. By implementing these two techniques, you should be able to attain a considerable number of backlinks and improve your ranking within search engines.
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