Guest Posts for Attorneys & Law Firms
You might be wondering what exactly is a guest post and why on earth should I bother with this?
Fair enough and there are enough things to worry about these days with your lawyer website.
Yet guest posting is the #1 way to get backlinks from other relevant legal web sites.
Backlinks are the #1 factor in getting better Google SEO Rankings.
This, in turn, can help build your law firms website authority and then help improve and earn new Google SEO rankings for keywords that bring potential clients to your site.
How Guest Posting for Lawyers Works
The idea with a guest post is that YOUR firm will create a unique piece of quality content, usually 750-1000 words on a relevant topic. So if you’re a personal injury attorney, you want to create articles related to car accidents, truck accidents, motorcycle accidents, and other personal injury topics.
You will then have that unique article posted on a relevant high authority website and you will include a link to your website from within the body of the content, and then usually in the author bio at the end of the post.
This process makes sense all around IF you can find the right website to do these guest posts on. Not every website will allow this and you want to try and focus only on websites in your legal niche.
All legal sites are good, but specific legal sites like a divorce directory or personal injury blog might be better. Also, other high authority sites that are close to your niche can work as well, they might not be as relevant BUT if you can get a link from a high DA(Domain Authority) site, you usually will want to take it.
Anchor Text for Guest Posting
In the old days you could just use as many Exact Match anchor texts as you wanted and rank #1! Yet now its more about establishing your law firms brand first and building trust with Google.
Let Google know that you are an expert and an authority in your legal field but mainly let Google know that you are indeed a BRAND.
Anchor text are the keywords that are linked, so if you have a link from another website that reads Lawyers Court, you can see the words Lawyers Court are the ones linked and thus the anchor text keywords.
That example is also one of a BRANDED Link, this is simply where the keywords of the link are your law firm or brand name. THESE are what MOST of your firms website links should be.
Usually you want to have a high % of branded anchor texts pointing to your homepage. You then want to have other links pointing to your subpages, usually your most important practice area pages, results pages and other key pages or posts that you want to rank with Google.
With these pages, you want to use more of a blended anchor text strategy and then maybe 1-3 exact match anchor texts for really high authority sites.
Obviously its ok if you have some exact match links and its natural that someone might link to your legal site using personal injury lawyer keywords or your location and what you do, like Chicago auto accident lawyer.
Different Kinds of Anchor Texts
There are a number of different types of anchor texts you could and should have.
Branded Anchor Text
Blended Anchor Text
Naked URL Anchors
Exact Match Anchor Text
Branded anchors is the main one, but there are also URL Anchors, Blended Anchors, Exact Match and a number of others. The key is having the right mix of all of them.
You do NOT want to have a high percentage of exact match anchor texts because this could raise a serious RED FLAG with Google. Usually, you only want to have 1-2% of exact match anchors, so that means for every 100 links you get, you only want 2 with the exact match of keywords that you want to rank for.
Yet the key here is that those 2 links that you get using the exact match anchor text, those should be your two TOP authority links if possible.
This almost doesn’t make sense because you might be thinking, “well how the hell am I going to ever rank for these keywords?” and its all about being patient these days with Google.
You need them to recognize your brand name and have them see you getting links from other sites using your brand name. Then you need to create a lot of unique content for your site’s blog and do a lot of good on-page SEO work, and then combine that with a few other things to get higher SEO rankings with Google.
If you were a Newport Beach California personal injury firm with the firm name of the Smith Trial Group
Below would be some examples with suggested ratio percentages of the different links you are getting to your site. Most of the time you will not have any say in what the anchor text is, so you need to know what your current anchor text rations are before getting any new links.
When you do have a say in what the anchor text is, you need to be careful that you do not go overboard and just have all the links say the same thing, or have them all be exact match anchors because you think that will help you rank faster (it will not).
Make Your Exact Match Anchors From The Top Sites
For your 1-3 % of exact match anchor texts, you want those coming from your best possible links. So if your firm is getting a link from a law review article, or from Forbes or some other high authority site. You want this link to be an exact match anchor text link.
For this example, you would want this top quality link using the keywords of “Chicago personal injury lawyer” in the anchor text. The next 10 or more links though that you have any control over should be BRANDED links, so here the law firm would use “Johnson & Johnson” as the anchor text.
Exact Match Anchor Text = “Newport Beach Personal Injury Lawyers” (1-3 % of links should be like this)
Branded Match Anchor Text = “Smith Trial Group” (70-85 % of links should be branded) (Also The Smith Trial Group, Smith Trial Group in Newport Beach, etc)
Blended Brand Anchor Text = “Injury Attorneys at Smith Trial Group” (5-8 %)
Naked URL Anchor Text = “www.smithtrialgroup.com” (2-4%)
You might also want to use your pages TITLE as the anchor text. This means that the anchor text would read the exact same thing as the page your linking. For example, Newport Beach CA Accident Attorneys | Smith Trial Group would be the anchor text and title on the page.