Link-building for lawyers is one of the most challenging SEO areas.
Why?
That’s one of the questions we answer in the article.
More importantly, we share 13 effective techniques to build quality backlinks for legal firms.
TL;DR
- Link building for legal services is particularly challenging because the fierce competition driven by high CPC for legal industry keywords in SERPs.
- Local link-building is vital for law firms whose client base is predominantly local.
- Legal directories such as Avvo, Nolo, and Lawyers.com have high domain authority and securing the links is dead easy.
- HARO allows lawyers to gain backlinks from high-authority sites by providing expert insights to journalists.
- Although costly, sponsoring scholarships is an effective way to earn links from prestigious .edu domains.
- Writing articles for other websites, especially those related to law, in exchange for backlinks is an effective strategy.
- Featuring in podcasts and videos is less resource intensive than creating content and yet effective, provided the platform permits linking back to the law firm’s website.
- Content based on original research attracts backlinks because journalists often seek authoritative statistics to improve their articles.
- Infographics are powerful tools for link building because they present information in an engaging, visual format, making them attractive to journalists and bloggers.
- Digital PR can be scaled up to secure coverage and links from major media outlets.
- University often run alumni directories where you can add links to company websites.
- Connections with local businesses, educational institutions, charities, and sports clubs often result in link on their websites.
- Links on social media profiles drive referral traffic and establish a diverse link profile.
- Active participation in forums like Quora or Reddit can drive traffic to law firm websites and promote legal services, even though links from these platforms don’t pump link juice.
Is Link Building for a Law Firm Hard?
Law firms battle each other not only in the courtrooms but also in SERPs.
Let me explain.
The legal industry is known for having some of the most expensive and competitive keywords.
For example, the CPC for the keyword ‘divorce lawyer’ is $30, and for ‘best mesothelioma lawyer’ is $91.71. In contrast, the CPC for ‘SEO’ is $5.32, for ‘poker’ - $2.10, and for ‘smartphone’ $1.53.
Given such high costs, it’s more cost-effective for law firms to invest in boosting their organic search performance, and this involves building links.
The catch is that it also drives demand for high-quality industry-specific links.
As a result, link-building for lawyers isn’t for the faint of heart, and not all link-building agencies have what it takes.
Link Building Strategies That Work for Lawyers
While the main principles of link-building for legal services don’t differ from other niches, some tactics may be more relevant and suitable than others.
Here’s our round-up of 13 link-building strategies that we’ve found particularly effective.
Most of the examples I’ve used in the article come from the south of England where I happened to be when writing the article.
1. Local link-building
Local link-building isn’t a tactic, but more of a strategy or approach. That’s because to secure these links, you’re going to use the other tactics below, like scholarships or guest posting.
However, whatever tactic you use, rely on content that is relevant to your local context. For example, if you’re producing an infographic with statistics, make them relevant to your area so that it’s of value to local journalists and bloggers.
Why does local link-building matter?
Unless you’re a huge legal firm like PwC or Delloite, most of your clients are likely to come from the local area.
To help your local clientele find your firm, a fair bit of your efforts need to go into local SEO, and link-building is a part of the process.
This could be by sponsoring cultural events like this firm supporting local opera and film Festivals.
2. Legal directory profiles
Directories are one of the easiest ways to get quality backlinks.
Apart from having high domain authority, they are considered credible sources for clients seeking legal advice, so can boost your online visibility.
Popular directories include:
- Avvo
- Nolo
- Lawyers.com
- Justicia
- HG.org
- LegalZoom
- FindLaw.com
In addition to such large niche-specific websites, look for local business directories, like the one run by the Daily Echo (DA81).
If you don’t know where to start, analyze the backlink profiles of your competitors using a backlink gap tool. You won’t necessarily get an edge over other firms because all of you will have the same links but at least you won’t be lagging.
Here’s how I’ve found a backlink opportunity for one of the local legal firms using the Ubersuggest Backlink Opportunity tool.
As you can see, two of its competitors are listed in the business directory with a decent DA of 91.
3. Help out journalists (HARO)
Help the Reporter Out, or HARO for mates, is an effective link-building technique that leverages unique knowledge and experience, of which lawyers have a lot.
In a nutshell, here’s how it works:
- a journalist researching a topic from your niche posts an inquiry on the HARO website
- you pick it up and respond immediately with a pitch showcasing your expertise
- they feature your insights in their article and your firm gets a juicy link in exchange
The main limitation of HARO is that it’s difficult to do at scale, especially as there aren’t as many requests relating to legal matters as in other areas.
However, it allows you to get backlinks from high-authority websites that don’t do sponsored articles or niche edits and boost the online visibility of your brand.
To increase your local presence, make sure that journalists writing for local newspapers have your number on speed dial. Such relationships are mutually beneficial because journalists have go-to legal experts to use in their articles and you - an opportunity to secure backlinks.
4. Scholarship link building
Sponsoring scholarships is worth considering because it gives you a chance to land links from high authority .edu domains and can promote your firm. This may also be an excellent opportunity to identify talented candidates to recruit in the future.
For example, this Boston-based legal firm offers scholarships to current and future law school students.
This has landed them a handful of links from .edu sites with DR80+.
Scholarships are expensive though and should be a part of a wider marketing campaign rather than just for building links.
5. Guest posting
Guest posting is another effective tactic that law firms can use to build quality backlinks.
In short, this involves writing an article on an industry-related topic for another website in exchange for a link.
For example, the UK-based New Law Journal publishes articles written exclusively by practicing lawyers.
Guest posting isn’t limited to legal publications because readers in pretty much every walk of life and sector may need legal advice.
Here’s an example of a law firm guest post on a gardening website advising on issues related to overhanging trees and hedges.
How can you find such opportunities?
The only tool required is Google and a few search operators. Just search for the term, e.g. ‘injury law’ + one of the following:
- + ”guest article”
- + “write for us”
- + “submit an article”/”submit a guest post”
- + “contributor guidelines”
- + “guest post by”
- + “guest author”
6. Podcasts or videos
Appearing in podcasts and videos is yet another opportunity to leverage your expertise to build links. That’s if the podcast producers and the platform where they host it allow it, of course.
Here’s an example from The Law Leadership podcast:
The page of the episode featuring Stephanie Stuckey contains several links, including to her firm, Stuckey’s Corporation.
In contrast to HARO or guest posting, appearing in podcasts requires far less effort as it’s the host and the producer that do most of the work.
However, the main challenge could be securing these opportunities, especially initially, when you’re still establishing your online presence and building brand authority.
7. Create link bait content with statistics
Journalists and bloggers love statistics because they can use them to add authority and value to their articles. Hence, producing content based on unique research data is one of the most effective link-building tactics out there.
Have a look at this report with 2025 divorce statistics produced by Modern Family Law, a US firm specializing in family law:
The article has so far got 136 backlinks from 88 domains.
The best part is that you don’t have to conduct your own research, just compile the data that’s already available in secondary sources.
8. Infographics
Infographics, just like reports, are a proper link magnet because they provide valuable information but in a format that’s easier to digest and more visually appealing.
So once you collate the data for a report or a blog post, make sure to repurpose it as an infographic as well.
Alternatively, instead of repurposing your reports as infographics look for infographics already out there and improve on them by updating the data and making them visually more appealing.
Once your new stunning infographic is ready don’t wait for it to attract organic backlinks (which it will if they’re on a relevant and current topic) and promote it by reaching out to journalists and bloggers covering the topic and spreading it on social media.
9. Digital PR
Digital PR is another way to gain coverage and links from large media outlets. Unlike, HARO, it’s also much easier to scale as each campaign can potentially bring a few links. In addition, it helps you develop valuable relationships with journalists covering your niche.
What techniques can you use in digital PR?
For starters, you can use digital PR tactics to actively promote your research reports.
If you’re writing content specifically for the campaign, try to think about a unique angle that can pick the journalist’s interests.
For example, Search Intelligence has recalculated historical data with the current inflation rate to give a new perspective on historical settlements.
You can further increase the attractiveness of such content by adding expert commentary establishing you as an authority on the subject.
An alternative approach to spinning your own stories is responding to current events or trends, like legal news, regulatory changes, high-profile cases, and trending topics related to the legal industry. This is called reactive PR or newsjacking.
Here’s an example of a legal firm hitting the jackpot by providing commentary on a controversial issue in an article in the Guardian, a UK-based newspaper with DR93.
You can do it through press releases, blog posts, or social media.
One more option: craft stories highlighting your wins.
Here’s a story featuring a legal firm that managed to secure damages for a cyclist injured in an accident. The story was published by road.cc, a cycling portal, with a decent DR of 76.
Once you create your response or story, the next step is to reach out to the media who might be interested in the story. You can identify them using tools like Roxhill or Muckrak.
10. Get mentioned on your school or university sites
Many universities run alumni directories where former students can reunite with their classmates, build professional networks, or promote their businesses.
These are a good opportunity to secure backlinks to your law firm from a high-authority site. For example, the ie university (DR78) allows their alumni to advertise their businesses on the website - with dofollow links!
Even better if you manage to get a mention as a notable alumni as this will give your online presence a boost.
11. Local relationships
Relationships are the foundation of the most successful link-building efforts. As mentioned, law firms rely heavily on a local client base, so such relationships can be particularly valuable.
Who can you team up with? Apart from local journalists, consider working with:
Local businesses - especially if they share the same target audience. For example, collaborate with estate agents and mortgage brokers by providing their current and potential customers with advice.
Educational institutions - apart from sponsoring scholarships, consider offering internships or participating in legal seminars.
Charities - supporting a charity event can result in mentions and links on their websites, local blogs, and community bulletins.
Sports clubs - like this firm supporting a golf club (where lots of potentially affluent clients might be hanging around).
12. Social media profiles
There’s no link juice coming from the links on your social media profiles. Yet, it’s still worth adding a link to your legal firm website on Facebook, Twitter/X and LinkedIn.
Such links can drive referral traffic to your site and help you build a diverse link profile.
Moreover, social media are great for distributing your content to large audiences, increasing your online presence and establishing your authority.
13. Forums
Links from forums like Quora or Reddit don’t pass link equity either, just those from social media.
However, search engines like Google still use nofollow links as a signal as to whether the site is relevant.
Moreover, providing free legal advice to readers’ can drive traffic to your website and promote your legal services. You won’t be able to solve all their issues but they will still appreciate your insights and may look in your direction if the decide to instruct a law firm.
Law Firm Link Building FAQ
Before we wrap up, let’s answer some of the most common questions law firms ask about link building.
How can I get backlinks from legal blogs, news sites, and industry publications?
The most effective way to get links from legal blogs and news sites is through expert contributions and digital PR.
Journalists often look for attorneys to provide quotes, legal commentary, and insights for ongoing stories, which can lead to editorial backlinks.
You can also earn links by publishing original research, legal guides, and data that writers want to cite. Outreach to relevant editors helps turn this content into placements.
What types of content are most effective at attracting backlinks for lawyers?
The most effective content for attracting backlinks in the legal niche includes in-depth guides, state-specific resources, and clear explanations of complex laws.
Journalists, bloggers, and local organizations are more likely to cite content that is practical and easy to reference.
Original research, legal statistics, case studies, and data-driven reports also perform well. When your content provides unique insights or local relevance, it becomes a natural source others want to link to.
How long does it take to see results from a law firm link building strategy?
Most law firms start seeing early SEO impact from link building in about 3 to 4 months. Rankings and traffic usually improve gradually as search engines discover new links and reassess site authority.
Stronger and more consistent results typically appear within 6 to 9 months. The timeline depends on competition, link quality, and how consistently new links are earned.
What are common mistakes law firms make with link building?
A common mistake is focusing on quantity instead of relevance and quality. Low-quality directories, spammy guest posts, or irrelevant sites can harm credibility and provide little SEO value.
Another issue is inconsistent link building or expecting quick results. Law firm SEO is competitive, so steady outreach and long-term effort are required to see meaningful growth.
Should solo lawyers handle link building themselves or hire an agency?
Solo lawyers can handle basic link building, such as local citations, partnerships, and simple outreach. This can work in the early stages or in less competitive markets.
However, earning links from publications, large blogs, and competitive legal niches usually requires time, outreach experience, and media relationships. Many firms choose to work with an agency to scale and maintain consistent results.
Final Words
Building backlinks for lawyers comes with a number of challenges. There’s a lot of money at stake and everyone wants a bit of the pie, so the competition is fierce.
However, legal service providers have a few reliable techniques to build links - and usually the financial resources to deploy them.
The question to answer is whether you have the necessary know-how and manpower to do it in-house, or you’d rather trust a reliable link-building agency.
If it’s the latter, why not contact the Editorial.Link team for a chat about your needs?
