6 Link Building Strategies for Personal Injury Lawyers

| August 12, 2013

Practicing law and practicing SEO share at least one similarity.  No two clients are the same.  Marketing on the web can be applied to virtually any business in any industry however that doesn’t mean all techniques will work well for all people.  The same goes for building inbound links to a website and one must necessarily take into account their own industry when approaching this task.  Lawyers can leverage their networks, their contacts, and indeed their very profession to get high-quality links leading back to their websites.

Guest Posting

Google explains clearly in its quality guidelines that guest posting is not really what they want people doing.  They feel that the best back links are the ones that happen naturally.  With that being true, you can still create links that add value for users and that search engines will still give credit to despite the fact that they were made manually.

Guest posting for lawyers continues to be one of the most viable methods for creating inbound links for to a website.  Personal injury lawyers in particular have a wealth of knowledge that people are searching online for.  Lawyers can get local geographic links (which are great for most attorneys targeting local markets) by offering to write pieces for local libraries, chambers of commerce or local government websites as a public service.  Lawyers can also reach out to websites that have a broader national audience like legal resource websites or similar venues.

Personal Injury Niche Directories

Submitting to local and national directories is another tactic that has come under fire recently however there are still some good opportunities out there.  Below is a list of personal injury directories that are fee based.  Note that you can continue to be a member but if all you are interested in is the link, you can sign up, submit your links then cancel and links remain in the directories.

See Also:
Paid Law Firm Directories
Free Law Firm Directories

Scholarship Programs

These are applicable to wide range of industries but especially so for lawyers because of the rich academic history behind their profession.  The basic idea is to create a scholarship that has actual rules and a process for applying.  This doesn’t have to be anything huge.  For example something around $500 to $1,000 will suffice.

Once you have the framework for the scholarship established (having a page on your website along with some printed collateral helps), take this to educational institutions and let them know you would like to make it available to their students.  The underlying strategy is that, while all TLDs are equal in the eyes of search engines, .edu and .org domains tend to be the ones that are more authoritative because of who their owners are and what those owners do with the domains.

If educational institutions are interested in having their students take advantage of the scholarship, they will help you promote to them on their website with a link to your scholarship page.  Start by contacting schools that you may have attended or schools in the area where you practice.

Social Media Link Building

A very easy way to build up tons of links to your website, (although most will be no-follow) and increase your traffic is by sharing links to your site in social media.  If you have a blog you can share links to blog posts with your network. Don’t forget to install social sharing icons on your website. Also, make sure to put links to your home page on profiles or about sections of social media websites.

If your content is useful, people will share it which creates more links and more opportunities that people will click through to visit your site.  Build up a presence on networks where your target market will be active.  You can check out the major ones like Facebook, Twitter, LinkedIn, YouTube, and Google Plus but there are also many more.


infogramPeople love infographics and the great thing about them is that they are highly shareable.  You can leverage that by providing some embed code on your website along with instructions for using it.  When visitors share or embed your infographic somewhere else, it creates a link back to your site.

You can always hire a freelance designer to construct an infographic for you or there are websites like infogr.am that allow you to create one yourself. You just have to provide the data to put into it.  For instance your target marketing might find information on average settlements awarded in injury cases very appealing.

Accident Map

Accident MapHaving a scenario where people want to link to your site naturally is the most ideal one in web marketing.  When people are building links for you, not only do these look more natural and authoritative, it makes less work for you.

Provide an accident map on your website showing accidents that have occurred in a specific geographic location since 2007.  Not only can you show the location but other information such as the severity of the accident, the time it happened, and circumstances of why the accident happened.

By hosting the map on your website, visitors have the ability to share it or embed it on their own websites in effect creating an inbound link back to your site.  Not only is it good for creating inbound links, it also establishes you as an authority on the topic and as an entity in the community that provides valuable information.

You may be thinking that many of these tactics take a lot of time and effort to implement.  You’re right.  Quality SEO is not something that can be done quickly.  Achieving long-lasting results means thinking outside the box and hitting the bricks.  There are link-building strategies that can be accomplished by cutting corners but unless you want to build a new website every month, it is best to avoid them.

*UPDATE:  Due to difficulties obtaining traffic data, we have stopped our accident maps as a link building option.  We apologize for any inconvenience this may have caused.  Please feel free to contact us for alternative strategies.  – Attorney Rankings