The Importance of the Linkback in Legal Marketing

Even after your law firm has researched the best media outlets, selected the ideal story to pass to a journalist and delivered a successful pitch, you’re still missing a key component: the linkback. This is where another website (a publication or news outlet) links to your website within the copy of its story. While the recognition and thought leadership are still valuable benefits, the linkback is what takes your media mention to the next level by driving traffic to your website and improving your rank in search engine results. 

Types of Linkbacks

Referring to any time a page links to a different page, a linkback is a broad term that includes both internal and external links. Internal links are from one page to another within your own website, while external links are when an outside source links to your site. They are each beneficial for your law firm and should be used concurrently to achieve maximum results. 

Internal links keep visitors on your website longer, driving them to other related content to improve your reputation as a thought leader, establish a relationship and generate new business. When you include internal links in your content, visitors click, which leads them deeper and deeper into your site. You can use specific calls-to-action with your internal links, such as to read or learn more, download content, or contact you for a consultation.

The value of external links varies based on a few determining factors. 

  • Domain authority of a host website. External links from high-ranking sites (think big publications with a large following vs. a local, niche site) can improve your firm’s SEO, or search engine optimization, and put you closer to the top of the results page in search results . 
  • The “nofollow” tag. In an effort to reduce spam, some external links will be given a “nofollow” tag by the publisher, eliminating any potential SEO value for your law firm. However, if the source has a large audience, a nofollow link can still generate traffic to your firm’s site as people will open a search bar and find you. It just doesn’t provide much credit to your firm’s overall SEO capabilities.
  • Relevance of the linking website. Similar to your own content production, the goal of a linkback is to have it reach your target audience. Having your firm linked on an unrelated site won’t do anything detrimental, but being tagged by a respected source in your industry is much more likely to generate traffic with prospective clients or business partners.
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Benefits of Linkbacks

While increasing the visibility and authority of your own domain along with traffic and improved search engine ranking may be the most notable benefits of a linkback, there are other advantages this practice can provide for your law firm. 

  • Networking. Much like a pitch is necessary to earn a story from a journalist or media member, getting an external link requires some outreach by your firm. Even if your efforts don’t lead to a linkback, it’s another way to build a relationship with a fellow member of your industry that could lead to a partnership down the road.  
  • Brand awareness. Every time a linkback is included in a news story, journal article, blog post or other form of content, it reinforces your firm in the minds of those in your target audience. Those who click on the link are doing so voluntarily, making them more likely to stay on your site, consume more of your content and think of your firm first when the time comes time to do business. 
  • Thought leadership. When your firm’s website or content is linked from a well-respected source, that recognition is also attributed to you. The more linkbacks your firm gets from those high quality domains, the more credibility and trust you generate with your target audience. 

How to Earn Linkbacks

The most beneficial linkbacks for your law firm are those that are earned rather than bought. Search engines can detect purchased links and the ensuing penalties greatly diminish your ranking. The good news is that your firm has the tools to earn those valuable linkbacks on its own. 

  • Create relevant content. Before you can reap the benefits of a linkback, you must first provide a reason for it. Producing high-quality content that answers a question or provides insight into a relevant topic increases the likelihood that another site will include a linkback to it. 
  • Use your partnerships. Any business partners that your firm has worked with can also be sources for a linkback. Sending a partner badge to signify your working relationship or writing a testimonial of their company are easy ways to have your firm featured with a link to your website. 
  • Community outreach. Sponsoring a local event, providing pro-bono services to an organization or hosting seminars or workshops are just a few of the ways that your firm can give back to your community while also providing opportunities for a linkback. 

Link building can seem like a daunting task to a beginner. If your firm is interested in the benefits that a linkback can provide but you don’t know where to start, our team is here to help. We’d love to start a conversation with you about how we can create results for your firm. 

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

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Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.