Search Engine Optimization — 05 August 2017
SEO For Law Firms: Editorial Placements Help In Two Ways

If you feel like your website isn’t reaching its fullest potential, there are several reasons why that might be: you could have an out of date SEO strategy (or none at all), your website could be unoptimized, or you might not have enough external links to your website.  While the first two reasons are the first many people point to, the importance of building links to your website cannot be underestimated.  One of the best ways to build links to your site is through editorial placements, which help in two distinct ways: building links from high-quality websites and establishing yourself as a good source for legal advice.

Editorial Placements Can Get You Great Backlinks

Backlinks have a storied history in the world of SEO.  Back in the late 90’s and early 2000s, if you stuffed your websites with keywords and created “link farms” that linked back to your website, you were doing SEO correctly.  Google’s algorithms have gotten much more sophisticated over time, however, and now links don’t mean nearly as much unless they are from a website with a high domain authority.  Websites like Washington Post, Huffington Post, and Forbes have high domain authorities and will publish articles for a fee.  Even though the price is relatively steep, getting those high-priority links to your website can be the difference between a good and average ranking on Google.  On top of this, if people click on your link from those websites, it usually means that they enjoyed the article and are willing to explore your website.  This is where having a good blog is so important – it will keep people clicking around your site, making you look even better for Google’s algorithms.

Editorial Placements Make You A Legal Authority

As we have touched on many times in the past few months, modern-day law firm SEO is all about setting yourself apart from the competition.  It is hard to find places where you can set yourself apart, but editorial placements are a great way to go the extra mile for your website.  Many law firms buy SEO plans and think that they are all set with their SEO, you can take advantage of this by doing some writing (or having a paralegal or intern do some writing) about a subject that you are passionate about.  Then, float that article out to some publications with high domain authorities.  If you are willing to spend some extra money on SEO, we would definitely recommend giving your best articles to Forbes or Huffington Post.  People will read that and see you as the authority on that subject, as most readers don’t know that anyone can buy an article on those sites.

No matter what you end up doing with your firm’s SEO strategy, keep this in mind: editorial placements can be an amazing tool, but make sure that they are well-written and informative.  The last thing you want is a half-researched article that offers no real advice or information.  If you hand this off to an intern or paralegal, make sure that they understand the importance of the task.  Editorial placements can truly bring your website to the next level.

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