Doing a hashtag search is a great way for your law firm marketing professionals to understand what conversations your law firm should be joining in on.  Three quarters of law firms aren't even using Twitter yet, and the ones that are don't always know how to search hashtags effectively.  In this guide, we'll teach you seven different ways to use Twitter hashtag search tools in your legal practice.  You'll find out about specialized websites for specific hashtag search functions as well as some creative ways to use the results of your search.

Intro: Where Can I Do a Twitter Hashtag Search?

When you're new to using Twitter, you may be under the mistaken impression that the only place to search hashtags that are trending is on Twitter itself.  However, many search websites have popped up that include significantly more robust ways to do a Twitter hashtag search.

One of the most popular of these websites is Hashtags.org.  This website not only allows you to see what trends are currently associated with a hashtag, but has several other functions as well, including an autosuggest tool.  Using this tool, you can learn new tags and do your next hashtag search with even more information.

#1: Find New People to Follow

One of the best reasons to search hashtags when you've just gotten a Twitter account is to find new people to follow.  When you follow people after a hashtag search, you're more likely to gain followers, and you'll also find more new things to talk about.

Try doing a Twitter hashtag search that involves a legal topic you're interested in, using Hashtags.org.  After you search hashtags there, you'll be able to see some of the most recent tweets about that topic from users all over the world.  When you see people posting about topics that interest you during your hashtag search, you can start following them.  Remember, since you can always unfollow someone later, there's no reason not to follow just about anyone that you find interesting.

At the same time, when you search hashtags you'll be following people who are more likely to enjoy your posts.  Doing a Twitter hashtag search is a very good alternative to simply following a large number of accounts that may or may not have much relevance to your law firm.

#2: Find New Followers For Your Twitter Account

The flip side of tip #1 is that you can also search hashtags to get new followers for yourself.  While there's no guarantee that any particular hashtag search will lead to new followers, every time you follow someone after a Twitter hashtag search there's a chance that they'll check up on their followers and follow you back.

This is more likely when you search hashtags and then look for people posting them who currently have a relatively small number of followers.  For these users, every new follower counts, and they're likely to take notice of you adding them after your hashtag search and follow suit.

#3: Find Out About Trending Hashtags First

WhatTheTrend.com is a website that can help you search hashtags for trendiness.  You can also do a Twitter hashtag search exclusively for the most active trending topics and the most trending topics on a particular day.

One of the best parts about WhatTheTrend is that it also allows users to see which trends are being created through real buzz, and which ones have been judged as likely spam.  Make sure you search hashtags for which trends are spam before deciding to use a buzzword that you think sounds like a good idea—you might find out that the only ones “listening” are robots!

#4: Learn What the Accepted Hashtag Is for an Event

By using a resource like Tagalus.com as a hashtag search tool, you can search hashtags to find out what the most common and best accepted tag is for something you want to talk about.  Tagalus operates a lot like Google Instant, by giving you immediate suggestions as you type based on what other users have wanted.  This Twitter hashtag search functionality makes it much easier to figure out what other users are thinking and how to phrase a particular concept for your hashtag.

#5: Find Out Definitions For Hashtags

One resource no hashtag search should be without is Tagdef.com.  Tagdef works by helping you to understand exactly what a hashtag means before you use it.  Search hashtags on Tagdef, and you won't have to worry that you're missing out on the nuance of what a hashtag means, or that you're using a tag that could be perceived as inappropriate by some percentage of your audience.

#6: Find New Law-Related Hashtags

If you're having trouble thinking of a hashtag to use next, or can't quite come up with a new hashtag search to look for new followers, try using Twubs.com.  This Twitter hashtag search tool helps you to learn what hashtags are related to what other hashtags.  When you search hashtags in this way, you'll be able to map out not only some tags to use right now, but also a plan for using more in the future.

#7: Map Where Hashtags are Popular

As a lawyer, chances are that most of your business comes from a radius of less than fifty miles from your office.  So why would you search hashtags on a national basis?  Using Trendsmap.com as your Twitter hashtag search tool can help you understand exactly where certain trends are centered and which trends may not be as useful for your law firm to talk about.

By combining Trendsmap with TagDef, you can find out before you start doing a hashtag search which tags are most popular and what they mean.  This gives you valuable insight into the mood of a particular city or region, which you can use to orient your tweets.  If, for example, your Twitter hashtag search reveals that everyone in a certain city is mad about a football game, you might want to avoid using football metaphors for a while in your tweets.
 

When you're trying to narrow down a list of hashtags, how can you tell which one is best to use?  For that matter, how do you put together a list of Twitter hashtags that will be most likely to lead to the biggest increases in business?  Creating a Twitter hashtags list is a great way to start your tweeting on the right foot so that you don't have to do a big search for hashtags every time you make a new tweet.  In this guide, we'll explore how to put together a list of Twitter hashtags, and learn why not every list of hashtags is equally useful—especially for lawyers.

What is a Twitter Hashtags List?

Before starting your list of hashtags, you should be fully aware of what these tags are and what they do.  Any word preceded by a pound sign (#) is considered to be a hashtag by Twitter.  Typically, these tags are used to tell people what the topic of a particular tweet is, and to help to connect it to other people talking about the same thing.

There are several reasons that you might want to start compiling a list of Twitter hashtags for your own use.  Having a consistent list of hashtags that you use repeatedly can improve brand awareness and make it more likely that one or more of the entries on your Twitter hashtags list will go viral, making your topics even more heavily discussed.

Using Your Own Private Twitter Hashtags List

Developing a list of Twitter hashtags that is already greenlit for your employees is a great way to go if several people have permission to post to your Twitter account and you want to significantly restrict the topics they can post about.  This is especially useful if some of your employees aren't yet familiar with Twitter, and could make a mistake if they deviate from your list of hashtags.

To create a private Twitter hashtags list, mix up a few of your own hashtag creations and some relatively popular law related hashtags.  Any list of Twitter hashtags you use should also include some way of identifying how many times you've used a particular tag.  You don't want to overuse any item from your list of hashtags, or else your audience could start to feel spammed and alienated.

Creating a “Do Not Use” Twitter Hashtags List

Just as important as knowing which entries on a list of Twitter hashtags you should use is knowing which ones are best left to other people.  Especially if multiple people are able to update your Twitter account, it's a good idea to take a look once or twice a week at currently trending topics and add some to your “do not use” Twitter hashtags list.  This ensures that all employees at your law firm are on the same page and that there's one comprehensive list of hashtags that are considered inappropriate.

You won't need to include every inappropriate term on this list of Twitter hashtags.  Generally your staff should be competent enough not to include obviously scatological or sexual terms.  However, there may be some terms that would reflect an attitude your firm shouldn't have (think #dealwithit or #whatever) that you may want to include on the list of hashtags.

You should also check TagDef.com for information on the definitions of any tag on a popular Twitter hashtags list that you don't understand.  Sometimes, you will find out that a hashtag has a meaning you didn't know about, and that you should add it to your “do not use” list of hashtags.

Using a Twitter Hashtags List For Lawyers

If you don't want to develop a list of Twitter hashtags related to law, here's a bit of good news: some websites have already done a lot of the leg work for you.  By doing some Google searches for lists of legal hashtags, you can find more than one list of Twitter hashtags that have already been compiled by legal marketers.

What's more, you can take this list of hashtags and run each of the tags through a website like Tagalus.com, which will give you automated suggestions for related tags based on a comprehensive similarity finding algorithm.  This kind of search tool can help you to greatly expand upon a pre-made list of Twitter hashtags for lawyers—and it'll give you an edge on people who are just using the list that they were given.

By using your list of hashtags effectively, you can build new followers and make it much more likely that your Twitter feed will be seen by interested people.  Studies have shown that a law firm's Twitter presence has a great deal of predictive value when it comes to search engine rankings.  Tweeting can be very economically useful if you're willing to take some time and do your homework to make a really great list of Twitter hashtags.

Problems to Avoid When Using a Twitter Hashtags List

Of course, one list of hashtags may be much more useful than another.  For example, if your Twitter hashtags list is almost exclusively composed of tags that are extremely popular, with thousands of posts made every day, it's very likely that your tweets will get lost in the shuffle.  

You should always have a good variety of tags in your list of Twitter hashtags, including both some with very high popularity and some that are more niche oriented and will be less popular.  These niche terms may get less traffic, but the traffic they do bring in is more likely to follow your Twitter feed and more likely to take positive action.

You should also check TrendsMap.com before you commit to a list of Twitter hashtags.  This website can help you to make sure that the hashtags you're planning to use are useful not only nationwide, but also right in your area, where you're trying to target new clients or other attorneys.

About a third of companies today are using some form of link building to help them get noticed on the front page of search engine results.  If you want to get to Page 1, you'll have to do some link building of your own.  There are two different types of link building that are available to web marketers: one way link building and reciprocal link building.  Keep reading this guide to find out what the differences are and which of these types of links you should be focusing on as you seek better search rankings.

The Difference Between One Way and Reciprocal Link Building

Let's say there are two websites—a  law blog and your law firm site.  If you planned to engage in one way link building for your law firm website, you could try to have the law blog give you a link—perhaps based on a recent victory in a case, or some other aspect of your practice.

However, reciprocal links building is a bit different.  In reciprocal link building, the blog would link to your website, but you'd also have a link somewhere on your website that linked back to the same blog.  This is a good example of two way link building.  Three or even four way reciprocal links building is also done fairly commonly online.

Reciprocal Link Building: How to Get Started

The basics of reciprocal links building are so simple that just about anyone can get some reciprocal links.  You can start by talking to people that you know who also have websites relating to legal topics.  Context is important whether you're doing one way or reciprocal link building.  If you're doing reciprocal links building with websites that have little or nothing to do with the law or your practice area, Google is likely to take notice and penalize your site.

By asking to set up an exchange of links with friends, colleagues, or former classmates, you can build your link presence quickly and without needing to rely on automated link exchanges.  Reciprocal links building should be done at a steady and slow pace initially, so that your linking strategy doesn't seem like it is artificial.  Ideally, you want for your reciprocal link building to be viewed as entirely natural and contextual by Google and other search engines.  This gives you the best rankings rise.

One Way Link Building: How to Get Started

One way link building, like reciprocal links building, needs to be contextually based in order to give you the best results.  If you want to get started on building one way links, you can start by filling out information for profiles on websites like Google+ Local and any attorney directories hosted by local or state bar associations in your area.

If you've already made all these profiles and want to do more one way link building instead of using reciprocal link building, start using social networking to your advantage.  Not only are social networks one of the best places to build buzz for your legal services, they're also a great resource for getting the one way links you need.

Forms of Reciprocal Link Building to Avoid

No matter what, you should always avoid any kind of reciprocal links building that is completely automated.  Why?  Because if it's automated, that means it didn't have the level of quality control that you probably want representing your law firm.  Keep in mind that when you do reciprocal link building, you want linking partners that you can be proud of—or at least that you can justify on the basis of their website's content.

You should also avoid all reciprocal links building that revolves around non contextual websites, or that  goes to websites that sell goods or services that might be considered problematic for your customer base.  Keep in mind that because this is reciprocal link building, you'll need to provide a link to their website too, and your clients might see this as an endorsement of a scam product or service.

Huge reciprocal links building projects are also to be avoided.  If you create too many links through reciprocal link building, this sends up a red flag to Google that you're just trading links—which they perceive as only a little better than buying them outright.

Forms of One Way Link Building to Avoid

Just like reciprocal links building, one way link building can be of high or low quality.  If you're just building one way links anywhere you can, without any regard for the content of the websites you're getting links from, you may face penalties for over optimization.

Other types of one way link building that can lead to the same kind of over optimization penalty include trying to build too many links all at once, or trying to use too many links that come from the same IP address.

The general rule of thumb for both reciprocal links building and one way links building is that if your techniques could be interpreted as spam, you probably shouldn't use them.  Google is working every day to make it more difficult to game the system, so instead of trying to just get big numbers of high ranking links, you may want to focus on quality.

Which Should I Do More: One Way or Reciprocal Link Building?

While using bad techniques can get your website penalized by Google whether you're doing one way or reciprocal links building, it's important to realize that having too high a percentage of one way links is, on its own, a red flag.  Because of this, while you could implement a 100% one way link building strategy, any 100% reciprocal link building strategy is doomed to fail.

Usually, the websites with the best search engine optimization results are the ones using quality, “white hat” techniques to generate both one way and reciprocal links.  There's nothing wrong with doing some reciprocal links building—just keep in mind that you need to balance it out with a greater amount of one way link building afterward.

Is science really a part of doing marketing for a law firm?  Absolutely.  SEO analysis, which is the single best way to tell you whether your search engine optimization efforts have met their goals, works using reliable methods of scientific and statistical analysis.  That part scares some marketing professionals, but search is still the most popular way to find attorneys.  With some guidance you can apply these principles to do free SEO analysis even if you don't have a scientific background.

SEO Analysis: What Is It?

Many law firms, especially smaller firms and those located outside of large cities, just have a local web designer create a website that looks good and works for anyone who visits.  That's a good start, but how can you be sure that your content and design are actually as good as they can be?  How do you know you're getting the best possible results in all search engines?

SEO analysis seeks to answer these questions.  By using an SEO analyzer, you'll be able to see whether a particular version of a web page (whether it's your home page or a landing page for a specific search keyword) is actually stacking up.

There are other applications of free SEO analysis as well.  Some SEO analyzer tools actually seek out other keywords that are similar to the ones you're already using, so that you can identify new words to optimize your website for.  You can also use free SEO analysis to determine which keywords are generating more conversions.

Do I Really Need SEO Analysis?

While it's true that you can have a website that isn't using any SEO analyzer tools, it's not really advisable any more.  A few years ago, you could have gotten away with just some basic knowledge of how to make a pretty website, but now the competition is getting fierce.  Free SEO analysis is one of the best things you can do for your law firm without spending extra money on website services.

It's much easier to start building an optimized web presence now than it will be in just a few years, when there's even more competition and more law firms have figured out how to analyze their content for its SEO value.  Even very basic SEO analysis will put you ahead of the competition in some geographic areas, while other areas will require more advanced uses of free SEO analysis tools.

Setting Up SEO Analysis Split Tests

The canonical test that you'll use for your free SEO analysis tools is called a split, or A/B, test.  Split testing has been part of the scientific method for centuries, and many SEO analyzer tools rely on these tests to determine which page or keyword choices are working better for your law firm.

When you're split testing to do SEO analysis, you should only change a single variable at a time.  Multivariable SEO analyzer tools are much more complicated, and can be easier to misinterpret.  If you change more than one aspect of your website at a time (for instance, changing both who you're targeting with advertisements and the copy on your landing page), you won't know which change actually caused the results you're seeing.

  What Are the Best Free SEO Analysis Tools?

In order to do SEO analysis, you're going to need an SEO analyzer program that can help you understand your data.  There's simply too much data to be able to do your own free SEO analysis without using any software help at all.

One of the most commonly used SEO analyzer programs is Google Analytics.  This program, which Google actually bought several years ago from its original creators, has been continuously updated to reflect current best practice standards.  For free SEO analysis, it doesn't get much more legitimate and robust than Google.

Bing also now offers a suite of SEO analyzer programs.  One of the free SEO analysis tools offered by Bing is a speed tester, which detects how long it takes people to access your website.  Since Google now bases page rank in part on your website's speed, this is a very relevant metric.

You can also find a number of free SEO analysis toolbars and other free web tools that can give you great results with the data you've already gathered.  There's often no need to buy an SEO analyzer, because the tools for SEO analysis that work best are offered for free by multiple companies.

The Biggest SEO Problem You Can Start Fixing Today

Let's say that you've had an issue with some pages on your website getting significantly less traffic than you'd like.  You've designed several different split tests and all of them have shown the exact same thing: that no changes to the copy are helping.

When this happens, it's easy to give up and just decide that certain keywords or niches just aren't popular in your area.  But what if your SEO analyzer says that the keywords are still just as popular as ever?  Now you've got something interesting on your hands.  When this happens, apply your skills with free SEO analysis to changing something other than the copy.

What else can you change?  Try changing who you're targeting.  By buying some direct advertisements, you can do some SEO analysis with your SEO analyzer tools. Some split tests for targeting can reveal who your ideal audience for this particular page will be.  

The Future of SEO Analysis

As the web becomes increasingly integrated across multiple platforms, it's likely that the amount of data we're collecting will just get larger.  With more data, free SEO analysis will get even easier.  The SEO analyzer of the future may be much better at predicting behavior and pinpointing the exact reason that some pages are generating conversions while others aren't.

It's also likely that SEO analysis will become easier for regular people.  With more and more companies producing SEO analyzer programs that even beginners can use, and often releasing them for free, SEO is about to become something that literally any company, even the smallest, can use successfully.

The humble hashtag on Twitter has become one of the quickest and easiest ways for people on the internet to know what's going on right now in the world.  Only about a third of law firms are using Twitter at all, but the ones that are aren't always using hashtags on Twitter appropriately.  In this guide, we'll explore some of the best practices for creating a new hashtag on Twitter, or for piggybacking on an already-existing hashtag that someone else made.  

Tip #1: Don't Overstuff Hashtags on Twitter

One of the biggest mistakes that some law firms make when they first learn how to create a hashtag on Twitter is creating too many, all at once.  If you overuse hashtags on Twitter, you'll possibly alienate your audience and your posts may be viewed by many people as spam.

Instead, try to keep your posts to a single hashtag on Twitter.  In some cases, it could be useful to use two different hashtags on Twitter—for example, if you want to use one hashtag on Twitter that is trending right now and one that is unique to your brand—but never, ever more than two.  If you feel like this just isn't enough, make two or three separate tweets instead of using multiple hashtags.

Tip #2: Keep Your Hashtags on Twitter Short and Sweet

When you make a new hashtag on Twitter, it's obviously easier to find one that hasn't been taken if you're willing to make a “long tail” hashtag with a lot of characters.  The problem is that long hashtags on Twitter aren't as popular, in part because of the character limit of the website and in part because they're harder for users to remember.

Try to keep your hashtag on Twitter at ten characters or less whenever possible.  Also keep in mind that the more memorable your hashtags on Twitter are, the more likely it is that other people will pick up on them and start using them.  You will have better luck with a slightly longer, easier to remember hashtag on Twitter than one that is shorter but involves a long, tough to remember acronym.

Tip #3: Use Searches to Find Unique Hashtags on Twitter

By searching for a hashtag on Twitter before you use it, you can make sure that no one else is using that hashtag to market a different product or service.  This is critical, because you don't want your brand's message being diluted by the messages of other brands trying to use the same exact hashtags on Twitter.

If you find that the hashtag on Twitter you wanted to use has already been taken, then what?  Consider adding a few characters to it—like the abbreviation of your law firm, for instance, or just “law.”  Obviously, the exact characters you'll want to add to a particular hashtag on Twitter will depend on what your hashtag is.  Make sure that it's easy to remember, and it will be much easier for people to follow.

Tip #4: Find Hashtags on Twitter That Are Trending Now

You don't always want to use a unique hashtag on Twitter.  In some cases, you may want to use trending hashtags on Twitter to build up more business and make sure that you're bringing in a steady supply of new followers to your feed.  By doing some searches, you can find a hashtag on Twitter that is currently trending and would be likely to bring in new followers.

Pay special attention to hashtags on Twitter that include any kind of local term.  You're more likely to be able to build local Twitter followers (who will, in turn, be more easily able to refer new business your way) by using this type of hashtag on Twitter.  Similarly, hashtags that involve law or the legal industry are more likely to help you gain industry contacts on Twitter.  

Tip #5: Limit How Many Posts You Use Each Hashtag On

You don't want to overwhelm people who are looking for a particular hashtag on Twitter.  Whenever you develop new hashtags on Twitter, you should keep track of how many posts you're using a particular hashtag on.  If you use the same hashtag on Twitter more than four or five times in a day, you risk oversaturating your target market and being seen as spam.  No one wants to follow a Twitter user who routinely re-posts the same content or very close variants of the same content every hour.  Have respect for your customers and for the Twitter medium when you use a hashtag on Twitter.

Tip #6: Talk to People About Your Hashtags on Twitter

If you're really lucky, you might be able to get a totally memorable, totally self-explanatory hashtag on Twitter all to yourself.  However, those days are rapidly becoming a thing of the past—with so many users creating new hashtags on Twitter every day, it's harder and harder to find dictionary words and relevant, easy to remember topics that haven't been used.

Consider explaining your new hashtag on Twitter with a longer post (for instance, on your blog or in a publicly accessible Facebook post) that you also post a Twitter link to.

Tip #8: Don't Reinvent the Wheel

If you used a hashtag on Twitter a month ago that had a great track record of success, consider creating a variant of that hashtag or using the ideas that generated it to make a new one.  There's no reason to continually think of completely new hashtags when you can get quite a bit of mileage out of varying the old ones.  Always monitor the performance of these variants, and stop using them if they turn out to be ineffective.

You should also monitor blogs and other websites about Twitter marketing, so that you can find out what has been working for other firms like yours.  This will also help you stay up to date with the latest trends in searches so that you can maximize the return your Twitter account generates for your law firm.

Backlinking strategy wasn't always part of the web.  When Venable created the first law firm website in 1994, there was no way that they could have known the worldwide web would become so vital to lawyers.  What was a curiosity in 1994 and an example of real progressive thinking in 1998 has become absolutely vital, and now lawyers have to think not only of how to design their websites, but also how to get traffic.  With so many more lawyers online, you need a backlinking strategy to get to the top of search results.  In this guide, you'll find out the best backlinking strategy basics, and can use these as the foundation of your 2013 backlink building campaigns.

Old Backlinking Strategy—And Why it Stopped Working

Building backlinks became important when search engines started taking these statistics into account for ranking purposes.  When backlink building was considered a relatively new strategy, some search engine marketers started developing the best backlinking strategy of that time.  The problem was, many of the backlinking strategy ideas they developed made the internet worse even as they made their own marketing performance better.

Back then, it was fine to use tricks to bring up the number of backlinks you had.  The best backlinking strategy guides of even a few years ago would recommend strategies like using article marketing websites to copy the same article onto hundreds or even thousands of different websites, each giving a link back to your law firm.  After people figured out backlinking strategy techniques that worked, they could automate the entire process and just generate large-scale backlinking for any website about any topic at all.

The problem was, this made countless “zombie” websites that just reposted other content as a backlinking strategy.  These junk websites began to fill up people's search results, and Google and other search engines started making changes so that the best backlinking strategy would be one that emphasized quality instead.

How Backlinking Strategy Has Changed

As of 2012, you won't get very far using a lot of links on press release websites or article marketing sites.  That's because Google today wants you to use the best backlinking strategy for quality, rather than for the quantity of backlinks.

The way that Google has made it optimal to use quality link building strategies is by penalizing websites that are clearly using so-called “black hat” techniques involving purchasing large quantities of non-contextual links.  If you used strategies to artificially inflate your number of backlinks, you may find that they're now backfiring on you.  About 15 percent of websites have been affected by these changes.

Backlinking Strategy 2013 Basics: High Quality Links

Obviously, quality is a key aspect to the best backlinking strategy today.  If you don't have a backlinking strategy that emphasizes quality first, you're going to be caught by Google's over optimization detection algorithms.  Even if you think you've found a loophole, remember that searches don't stay the same forever.  If your loophole is exploited by other people (or even if it's not), Google can find it and close it so that your backlinking strategy no longer works.

High quality links are typically those that come from a prestigious (.edu, .gov) top-level domain or that are from websites with a high Google PageRank.  The best backlinking strategy will have a comprehensive plan for getting these high quality links whenever possible.  If your backlinking strategy involves using primarily or exclusively low PageRank links, it's time to reconsider: this strategy is likely to backfire in the form of big rankings penalties.

Backlinking Strategy 2013 Basics: Social Media Fluency

Today, getting the best quality links means that you'll need to talk social.  If you're not already familiar with social networks, you need to get there quickly.  The best backlinking strategy today incorporates social network websites and social bookmarking sites, and requires you to have a broad and deep knowledge of how to use these websites.

Get started by reading up on Facebook, LinkedIn, and Twitter, and starting your profiles there.  Once you're using social media on a daily basis, you'll be well on your way to using the best backlinking strategy.  These websites tend to give you high PageRank backlinks that will make your search rankings soar more quickly than they would by using almost any other technique.

Backlinking Strategy 2013 Basics: Avoid Purchased Backlinks

If you want to take risks with your website, try making an app or doing something flashy—don't take risks by buying backlinks in direct violation of Google's Webmaster Guidelines.  If you do, Google will feel free to de-list your website or punish it in search rankings.  Because over 80 percent of legal clients use web searches to find their next lawyer, this will destroy your competitiveness in today's legal world.

The best backlinking strategy tips for 2012 and 2013 should not include anything about buying backlinks or automating spam backlinks.  If they do, you can safely disregard anything else they say about backlinking strategy.  

Backlinking Strategy 2013 Basics: Do Something Different

If you really want to have the best backlinking strategy today, you need to do something that is completely unique for your firm.  Going viral, by creating a video or app or other content that people re-post again and again, is the best way to get the largest number of backlinks quickly in 2012 and 2013.

You may want to hire a marketing agency with a track record of getting viral traffic if you're not sure about a concept that could go viral.  Agencies can help you decide what you want people to see and what messages your viral promotion should project, and then can help you get the link started.  With good quality viral content and a little bit of luck, you could build hundreds of backlinks the most old-fashioned way of all: by getting them organically from people who love your content.

Less than .1% of websites have a PageRank of 9 or 10, but those high PageRank backlinks are more valuable than any other type of link you can obtain.  The relationship between backlinks and Google's PageRank system can seem complicated, so this guide will break it down for you and help you understand the parts that really matter for law firms.  Keep reading to find out why it's a worse idea to buy high PageRank backlinks than to make them yourself, and why low PageRank backlinks can actually be worse for your website than no backlinks at all.

Why Your Law Firm Needs High PageRank Backlinks

In order to make sure that law firms were building backlinks from high quality, authoritative websites, Google started determining how much “link juice,” or authority, a particular website gives when it links to someone.  High PageRank backlinks give much more link juice, all else being equal, than low PageRank backlinks.

The reason that Google makes these distinctions isn't to privilege the most elite websites.  Instead, it's as a way of recognizing that usually, high PageRank backlinks mean that a website has established a certain amount of authority in its subject area.  Whether you buy high PageRank backlinks (we don't recommend it—see the section below about buying high PageRank backlinks), build them yourself, or get them organically, you will see your search rankings become higher after getting these links than low PageRank backlinks.

Sources for High PageRank Backlinks

Some of the best places to get great backlinks without needing to buy high PageRank backlinks are social networking and bookmarking websites.  You won't get low PageRank backlinks by circulating your message on Facebook or Twitter—instead, you'll get the kinds of high PageRank links that you might have thought you'd need to buy.

What's more, when you get links from these websites, you may be able to get additional low to mid PageRank backlinks simply through word of mouth.  This kind of viral spreading of your link is exactly why high PageRank backlinks are so valuable.  If you buy high PageRank backlinks instead of generating them yourself or having them created organically by interested web viewers, you will miss out on many of these benefits.

What Link Quantity Has to Do With High PageRank Backlinks

While it's true that low PageRank backlinks won't give you as much link juice as high PageRank backlinks when all else is equal, all else isn't always equal.  The biggest factor that can make a difference is link quantity.  When there are too many links on a single webpage, you'll get much less of the link juice from your high PageRank backlinks.  In fact, if there are hundreds of links on the webpage where your link is, you might receive less link juice from a very popular website than from low PageRank backlinks that you built organically on websites with few links.

Because of this, it's important to check how many other links are on any page where you create high PageRank backlinks.  If you buy high PageRank backlinks, make sure they aren't appearing in places where they'll have to share their link juice with too many other websites.

Can I Just Buy High PageRank Backlinks?

This is the first question of many marketing professionals after they realize how difficult it can be to get organic high PageRank backlinks.  While low PageRank backlinks can be quite easy to build just by talking to colleagues and friends, it's not always easy to build links on websites with more traffic and more name recognition.

However, even though it may be tempting to buy high PageRank backlinks, it's better not to.  For one thing, if you buy high PageRank backlinks, you'll usually be posting them in a pattern that appears non-organic.  These non-organic patterns can be detected by Google and lead to your website being penalized.  In the end, it might have been better for you to have low PageRank backlinks than to buy high PageRank backlinks.

What's more, you actually lose most of the benefits other than the search engine optimization benefits when you buy high PageRank backlinks.  When you grow your backlinks on your own, there's a much better chance that even a low or mid PageRank backlink will start your content going viral.  Purchased backlinks tend to look more like spam and have a much smaller chance of being picked up virally.

Are Low PageRank Backlinks Ever Worthwhile?

Before you decide to buy high PageRank backlinks, consider creating a new strategy for making more low and mid PageRank backlinks.  Why?  Because these links are actually the lifeblood of most law firm backlinking strategies that work, and they offer you the best chance of getting picked up organically by people who will post your content elsewhere.

For example, a low PageRank social bookmarking website like Metafilter might seem like it doesn't have enough users to make it as worthwhile as a StumbleUpon or Reddit.  However, upon closer inspection, you'll see that the users of this website are very likely to re-post content they find there on their own Facebook or Twitter accounts.  That kind of viral potential makes it much more worthwhile to build low PageRank backlinks.

Generally, you'll only be penalized for low PageRank backlinks if you're buying them and using automated techniques.  Organically built backlinks are unlikely to be penalized, no matter what website they're built on.

Finding New Places to Get High PageRank Backlinks

Since you probably won't buy high PageRank backlinks after reading this guide, how should you build them?  The best way is probably to start really using the internet to learn on a daily basis.  If you're keeping track of a dozen or more websites with frequently updating content relating to law or legal marketing, you'll find out the newest sources for building the best high PageRank backlinks possible.

There's no reason that your law firm should have exclusively high PageRank backlinks, though.  Keep trying to find mid PageRank backlinks as often as possible, which also helps Google to see that you're not gaming the rankings.

Facebook Mobile Presents Numerous Opportunities for Attorneys

Why is Facebook Mobile Beneficial to Attorney Marketing?

A firm can increase its exposure on the internet by adjusting the content on their profile and/or developing a Facebook mobile app.  According to a report by comScore in 2012, about 234 Americans use mobile devices, and about 48.5 percent use their phones to view websites.  Attorneys need to increase efforts to target mobile users. 

Changes to the Facebook Mobile App

The Facebook Mobile App has just begun to experiment with a “limited set of beta partners” in August of 2012 according to Vijaye Raji, a software engineer for Facebook.  The changes will direct a Facebook mobile user to new apps if they click on an advertisement.  If the Facebook mobile app user doesn’t already have the app, they’ll be automatically directed to the App Store.  The results are good for attorneys and firms trying to launch apps.

According to Raji, the new feature on Facebook mobile has resulted in potential customers being led to the Apple App Store and Google Play a total of 146 million times in just 30 days. 

Tools Attorneys can Use to Build an App and then Advertise on Facebook Mobile

With the changes within the Facebook mobile app, attorneys are encouraged to make an app for their firm and advertise on Facebook.  The following tools are some of the best and cheapest options on the internet:

1. Biznessapps- this app builder is specifically for attorneys and does not charge a setup fee.  The tool also gives the firm decision making on the creation and management of the app for an iPhone. The full-service is only $39 per month, and includes features listed below:

·         GPS directions

·         integration with Facebook Mobile, Twitter, and more

·         in-app messaging, push notifications, calendar options, and more

2. PhoneGap- this app builder promotes development in HTML5 and CSS3.  The apps created by this company allow geo-location, push notifications, a camera, and more.  A beta development is free, and other plans begin a $249.99 a year.

3. Branded Business Apps- the app builder is easy to use and allows a firm to create and advertise the new app on Facebook mobile within 48 hours.  This app builder is best for small and medium-sized firms, and provides great integration with social networks like the Facebook mobile app.  The costs for development are around $399 and monthly costs are about $39. 

4. Mobile for Lawyers- this service can help firms create a mobile website and/or a mobile app and provide marketing tools as well.  Larger firms should consider this service for app building because services for apps start around $99 per month with a flat fee of $999.  This service offers great integration with Facebook mobile as well. 

A New Tool to Turn Facebook Fan Page into an App

A new called Fan Page Mobilizer under the mobile app builder Cabana can greatly help attorneys promote their page fan page within the Facebook mobile app.  The new tool for Facebook mobile allows an attorney or any other small business with a fan page reformat the page, re-optimize the page, and then turn the page into an app. 

Many fan pages are viewable on the Facebook mobile app, but there are several problems in finding fan pages through the app:

1.       Finding the fan page through Facebook mobile is difficult and requires a manual search

2.       The fan pages currently viewable on the Facebook mobile app are limited in content.

If a firm uses the Fan Page Mobilizer for Facebook Mobile, they only have to identify the fan page with Cabana.  The firm then has the following options:

·         choosing a title

·         choosing an icon image

·         choosing a startup screen

The app under Facebook mobile will make pictures appear larger, and the firm can also provide wall posts, images, events, and more through a sliding menu similar to the one on the Facebook mobile app. 

Optimizing Posts for the Facebook Mobile App

The following techniques can help a firm increase their reach on the Facebook mobile app and on desktop computers as well:

1. Keep Posts Shorter than 160 Characters

If you keep posts shorter than 160 characters, Facebook mobile users will not have to click on the “see more” link at the bottom of a longer post.  Posts around 80 characters actually perform the best on the Facebook mobile app.

2. Include Photos as Much as Possible

Photos will engage any user more than plain text, and the photos help to promote brand awareness.  Photos take up more space on Facebook mobile as well and help to bring awareness to your firm. 

3. Ask Questions

The tip seems simple but can lead to a large amount of comments, likes, and more.  Include a question at the beginning of a post and at the end as well.  Make sure the question is short but can still generate a large amount of discussion. 

4. Include Videos

Facebook Mobile users frequently respond to videos.  YouTube and Facebook videos are good options for the Facebook mobile app, but firm’s need to start incorporating videos from Socialcam and other similar services as well.  These services are the best suited for mobile devices.

Common Trends for Legal Apps Advertised on the Facebook Mobile App

After numerous searches through the Apple App Store, the following trends appear for Legal Apps:

·         the app’s image is always simple and mainly used for brand awareness; it’s never an photo

·         most of the apps give bios for attorneys in the firm

·         there is usually one click required to email or call the firm

·         there are usually GPS guided directions to office of the firm

·         some legal apps offer a directory for all of the attorneys in the firm

Facebook Mobile App: Conclusion

Creating an app to advertise on Facebook mobile and optimizing your posts are great ways to gain interest from potential clients.  There are low cost options for creating apps, and make sure to research steps and information provided by other legal apps before creating your own.