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 a Senior Account Strategist! 

Senior Account Strategist

As a Senior Account Strategist, you will have expert-level project management skills and proven success with client strategy and relationships. 

Through research and continuous planning, you will integrate market trends, consumer insights and digital marketing-communications analytics into direction and growth opportunities.

You have an eye for viewing the whole picture and organizing micro activity into a holistic approach. In this position, you will play a pivotal role in the discovery process, helping to translate key research and data insights into strategy and presenting opportunities and direction to the client.

You are the Agency’s subject matter expert on your client’s industry, audience, unique challenges and needs. Your work is turning this knowledge into action.

Main Responsibilities

Client Management

  • Play a clear day-to-day role in client communications (Minimum: three clients)
  • Independently lead key client projects/campaigns
  • Advise on strategy, implementation, status and performance of public relations programs
  • Monitor and deliver work plans and activities for clients, largely independently
  • Work with external agencies and vendors to develop and create effective marketing-communications campaigns and strategies and ensure projects are on a budget, to spec and on schedule
  • Work with team members to develop and execute effective customer-focused marketing-communications initiatives via social media and digital platforms
  • Create and analyze key performance metrics and make recommendations for ongoing optimization

Content Creation

  • Research and creation of content largely consisting of press announcements, blog posts, gated content, web copy and thought leadership material
  • Develop and manage client social/digital campaigns, developing an early-stage understanding of overall client strategy

Social Media

  • Be advanced in all social media management and reporting tools such as Sprinklr, Sprout Social, Databox, etc. 
  • Organic social media strategy primarily focused on Linkedin, Twitter, Facebook, YouTube, Instagram and TikTok.

Agency

  • Manage and/or mentor 1-3 junior staff and interns
  • 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

Performance Metrics

  • Demonstrate industry experience
  • Develop client strategic plans
  • Demonstrate strategic thinking and planning 
  • Counsel clients on challenges and opportunities
  • Is resourceful in finding solutions for your client’s problems

Client Service:

  • Serve as primary client contact on multiple accounts
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  • Prepare and manage client budgets and billing
  • Recognize new business opportunities and share with your direct supervisor

Agency Operations:

  • Assist in internal client planning meetings
  • Coordinate team resources for best client outcomes
  • Assist in planning time/resources for accounts (via ClickTime)
  • Assist in marketing the agency via implementation of strategies and tactics

People:

  • Motivate and lead account team members
  • Participate in a 360-degree quarterly and annual review process (with regular feedback loops from the immediate supervisor)

Requirements:

  • Bachelor’s degree or equivalent work experience preferred
  • 5 years of experience in marketing communications, brand strategy and client management
  • Expert project management skills with high attention to detail
  • Experience with inbound/outbound marketing strategies, research and analytics, audience personas, content auditing and planning, consumer journey mapping, website metrics/best practices and strategy recommendations
  • Demonstrated success developing and implementing integrated marketing strategies and campaigns across digital and traditional communications channels
  • Deep knowledge of email, digital marketing, social media marketing and direct marketing
  • Excellent writing and editing skills
  • Deep B2B industry expertise is a plus
  • Entrepreneurial with good business savvy
  • Good presentation skills in front of C-level execs
  • An unflappable, practical, proactive, mature approach
  • Creative, disciplined, curious, organized
  • Analytical and problem-solving skills
  • Not afraid to work hard, be humble, ASK questions and learn new things!

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.

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  4. Winter Recess

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  5. Work From Wherever Fridays

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  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
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