Why BBB.org Is One Of The Top Backlinks For Lawyers
Chris Dreyer | April 30, 2014
The Better Business Bureau is an established form of social proof and trust to consumers all over the United States. On the web, trust and authority count for a lot when it comes to search rankings. Getting a link from BBB.org is one of the best inbound links an attorney can have leading to their site. Along with the SEO vote, there are also a host of other benefits.
What is the BBB
Disclaimer: If you’ve already heard of the BBB, feel free to skip ahead. If you want to know more about it, read on. The Better Business Buearu is a consumer advocacy agency that evaluates and rates all kinds of businesses on a scale between A+ and F. Consumers can also submit complaints to the agency which will also be evaluated. The BBB enjoys such trust an authority because it is more than a century old and still focuses on maintaining trust in the market place.
You want inbound links from sites that are authoritative. Google’s proprietary measurement of that authority is PageRank and BBB.org has a lot of it. At the time of this writing they have mustered a very nice PR8. To put that in perspective, Google’s mail service (Gmail) has pages that are a PR8.
Amazon.com’s home page is also a PR8 and Whitehouse.gov is only 2 points higher at a full 10 for PR. The fact that getting a link from bbb.org is relatively simple makes their PR8 highly attractive for local businesses.
In addition to a high PR link from BBB, attorneys will also enjoy a local citation in their BBB listing. Local citations (or mentions of your business name, address and phone number on another web page) are great for enhanced exposure on the web. Users looking for attorneys in their area are often interested in this information.
Increased Conversions and Social Proof
Links and exposure are all well and good but an equally important benefit is social proof. People want to trust that the businesses they interact with are reputable. An accreditation from the BBB is a good way to accomplish that. Businesses who achieve accreditation also get a badge that can be embedded on their website.
How to Become Accredited
A business must apply for accreditation and meet the standards laid out by the BBB. There are also fees involved for the review process and continued monitoring. Attorneys (and other businesses) that join must also make a good faith effort to respond to and resolve complaints brought forth by consumers. The Better Business Bureau website has a ton of free and useful information on the benefits of joining as well as how to do it.
Are you or your firm an accredited BBB business? How has it helped you firm in terms of SEO?