Often, the firms at the top of Google simply have more relevant, trusted sites pointing to them than the firms below. That’s especially true for personal injury, criminal defense and family law in big cities, where many firms have good websites and links become the tiebreaker. Links matter for AI answers too: the more reputable sites mention your firm, the more likely AI tools are to see it as a source worth naming.
Link building for law firms, earned through editorial content and digital PR
Google still treats links from other sites as a sign that people trust your firm, and in competitive practice areas they often decide who ranks. Our link building for law firms earns editorial links and press mentions from relevant sites, steadily, so search engines and AI answers see a firm other people vouch for.
See whether ChatGPT, Google and Perplexity mention your firm. Your report arrives by email within 2 business days. No sales call.
- Relevance
- Real readers
- Editorial context
Why do links still matter for law firms?
Links from other websites are still one of the main ways Google judges which firms to trust, and they count for the map results too. Google says prominence in local results comes partly from what’s known about a business across the web, including links and articles.
What our link building and digital PR include
We earn links the editorial way: by giving other sites a reason to mention your firm.
Editorial articles
Our team writes useful articles that feature your firm and pitches them to relevant sites with real readers. When one is published, it mentions your firm and links to your website.
Digital PR
We look for news stories and topics where your attorneys’ view adds something, then pitch comments, guides or stories to journalists and editors.
Links to the pages that matter
Links point to your practice-area and location pages, not just your homepage, so they help the searches that bring in cases.
Site checks before every pitch
We look at each site’s readership, relevance and history before we pitch it, and skip sites that exist only to sell links.
A review of your current links
During the audit we check the links you already have, so we know what’s helping, what’s missing and whether anything needs attention.
Our clients have been featured in Forbes, Inc., USA Today, Digital Journal and Avvo.
How we choose which sites to pursue
We look at each opportunity for what it will do for your rankings: how relevant the site is, whether it has real traffic, and where the link sits on the page. The mix matters too.
| What we look for | Why it matters |
|---|---|
| Relevance | Legal, local, business or community sites make sense linking to a law firm. A gardening blog doesn’t |
| Real readers | Sites with real traffic pass on more trust, and some of their readers may become your clients |
| Editorial context | A link inside a useful article counts for more than one in a footer or a list of links |
A natural mix. Links from a range of sites, pointing to a range of your pages, look like a firm people actually talk about.
Why we don’t count links
We report every link we earn, but we don’t sell links by the number. The goal is rankings for the searches that bring in cases, and a few strong links usually beat a pile of weak ones.
That’s also why the pace is set for your market. A family law firm in a mid-size city may need a steady trickle. A personal injury firm in a major metro may need a lot more to compete. You’ll see the plan before you sign, and firms that want more link building can add it.
How we report on links
Your monthly report lists every new link and press mention, with the site and the page it points to. It also shows how rankings are moving for those pages, next to calls, form leads, Maps visibility, reviews and AI visibility.
Then a call with our founder to talk through what we earned and where we’re pitching next.
The SEO campaign that he has crafted for my law firm for years ranks number 1 in Google searches in an expansive area in Orange County, well above and beyond my expectations!
Kenneth G. Marks Law Firm
Results vary. Past results don't guarantee future outcomes.
Part of the PointClick Client System
Link building and digital PR are included in the PointClick Client System, together with law firm SEO, content marketing, your website, Google Business Profile, AI search visibility, reviews, social media and hosting. The PointClick Client System starts at $2,500/month; more link building is one of the things that raises it. See pricing.
Our founder sets your strategy and stays your point of contact. Our team does the hands-on work, and he checks it before you ever see it.
Not ready for a monthly program? See every way to get started, from a free AI Visibility Check to one-off projects.
Questions firms ask
How many links will we get each month?
We don't promise a count, because one link from a relevant, well-read site can do more than a dozen from sites nobody visits. A fixed number also tempts agencies to chase easy, low-value links to hit it. We agree the plan and pace with you up front, and your monthly report lists every link we earned. More link building is available; it raises the monthly price.
Do you buy links?
Our links are earned through articles we write and pitch, and through press opportunities, not bought in bulk from link sellers. Google's spam policies target links bought to manipulate rankings, and a penalty can take months to undo. If we ever suggest a tactic with any risk attached, such as a sponsorship, we'll explain the risk first and you decide.
How long until links make a difference?
Links build up over months rather than weeks. Google has to find each new link, and the effect grows as more relevant sites mention you. You'll usually see it first in rankings for the pages the links point to. We report those rankings every month, so you can watch the trend for yourself.
Can you get our firm in the news?
We can give you good chances. Digital PR means offering journalists and editors something useful, like your attorney's comment on a news story or a clear guide on a legal question in the news. Whether a publication runs it is their call, so we don't promise coverage. When it lands, it's often the most valuable link and mention a firm can get.
Could links hurt our website?
Bad links can. Links from spammy sites, paid link networks or pages unrelated to law can trigger a Google penalty or simply be ignored. We check every site before pitching it, and we review the links already pointing at your site during the audit, so you know if anything there needs attention.
Related pages
See what AI says about your firm
See whether ChatGPT, Google and Perplexity mention your firm. Your report arrives by email within 2 business days. No sales call.
Get my free AI Visibility CheckPrefer to talk? Call (949) 459-3708. We answer 24/7.