Writing a piece of content for your law firm's website requires a lot of forethought and, hopefully, careful planning and consideration with the assistance of a content strategist. As a legal copywriter, I spend a lot of time thinking about choosing the titles for the blogs I write for my clients, as well as drafting these and including all the most important elements for connecting with the end reader and showcasing the firm's level of experience and expertise.
A properly completed blog post should always include two different types of links: internal and external.
Basics of Internal Links
When crafting a piece of copy for your law firm's website, there should always be at least two links to other pages on your firm's site. This should be done with content that is directly relevant. For example, if you are including a blog post about getting medical attention after a vehicle accident, the blog post might also link to a recently created blog discussing how traumatic brain injuries are diagnosed.
This becomes most relevant when traumatic brain injuries or other types of head injuries are referenced in the underlying blog material. This is an excellent way to improve the linkability of your website, and to show search engines such as Google that you have many different quality resources available to help your ideal client.
Over time, focusing on this strategy means that you can develop an entire resource library of relevant content for your ideal clients. You don't want to go overboard with internal linking, such as including 8 to 10 links directly back to your own website. A handful is usually recommended as this is within reason for promoting your own site.
The Basics of External Links
Where possible, including external links or those links to other websites outside of your own domain can help to showcase the research done to complete a piece, and to associate your website with sites that have greater domain authority. For example, in the above mentioned example talking about traumatic brain injuries, it would be a good idea to link to a CDC or WebMD website about TBIs.
This is because these websites are viewed a very high authority and high quality by search engines such as Google, and by showing that you have completed your research and directly linked to the relevant pages about traumatic brain injuries on those sites, you can continue to send signals to Google about the quality of your own web domain. It's a good idea to include at least two external links for every piece that you create and publish on your own blog. Try to avoid low ranking or low quality external links.
While someone might have written an excellent blog post about traumatic brain injuries, if their site has relatively low domain authority, or the site appears to be a collection of random information across various different topics, you won't get as much SEO benefit from connecting your law firm's blog to that site. Instead, you might look for more relevant fully researched websites that specifically help you target the existing SEO juice associated with those domains and websites. If you're confused about linking or curious about the linking strategies used to build powerful and highly ranked law firm websites, schedule a consultation to speak with me today by sending me a message.