4 out of 5 new legal clients use web searches to help them make a decision about which lawyer to hire.  Because link popularity influences search results so much, many lawyers are now looking into using link popularity tools to increase their traffic and conversions.  However, not every lawyer has the same problem, and not every lawyer needs the same link popularity tool.  Here are some of the most common problems that attorneys have when trying to put together a successful, high ranking website, and the link popularity tools that can help you to overcome those problems.

Problem: We Don't Know How Popular Our Links Are

Solution: Link Popularity Tools for Link Checking

Sometimes, lawyers have had a website for a very long time—maybe your site dates from a time when search engine optimization mostly depended just on keyword percentages.  If this is the case, you may not have checked your link popularity at all, especially not with modern link popularity tools.

Using a link popularity tool designed to check your level of link popularity can give you part of the picture about how well you're performing.  In order to get a more detailed image of what you're doing right and what you can do better, you should check out your competition's website using the same link popularity tools.  This helps you understand comparatively where you are, and using a link popularity tool like this may even give you some new ideas about where to try to build new links.

Problem: We Don't Have Enough Links

Solution: Link Popularity Tools For Link Building

Maybe you've already used a link popularity tool to check how popular you were—and you didn't like the results very much at all.  You saw that your website was languishing behind many other sites like it, and you want to use some link popularity tools to help you create new ones.

Some all in one link popularity tools act as link managers that can help you post links to a wide variety of websites from a single interface.  This also helps you to keep track of the links that you have already posted.  If you're not using a link popularity tool like this to enhance your link popularity, you'll have to post at every website individually, using their interface, which may not seem like it takes very long—but once you add up all the time you're spending navigating different website layouts, it turns out that these link popularity tools can be one of the biggest time savers your law firm can invest in.

Problem: Not Enough Time To Post Our Links

Solution: Automated Submission Link Popularity Tools

This is one of the biggest problems that many law firms have when trying to figure out what link popularity tool to use.  Posting links takes time, and for lawyers, time is money in a very direct and tangible sense.  To avoid the feeling of those billable hours just slipping away, many attorneys use link popularity tools that automate their link submission fully.

However, this type of link popularity tool has a down side that you should be aware of before you ever choose to use one.  Automated link building through link popularity tools is not looked upon favorably by search engines, and if you're caught, you can expect penalties to your search rankings.  For some lawyers, this may be perceived as a risk worth taking.  Others won't want to chance it.  You'll have to make up your own mind about whether or not automating your links is enough of a time savings to be worth the possibility of losing your hard-won rankings.

Problem: Finding New Sites To Post Links On

Solution: Using Social Bookmarking as a Link Popularity Tool

Some of the best link popularity tools today aren't freestanding pieces of software.  Instead, think of websites that allow free user posting to be their own unique form of link popularity tool.  If you want to increase your link presence, social bookmarking sites are the best link popularity tools possible.  Just start by creating an account and soon you'll be able to freely post links to whatever part of your website needs them most.

Problem: Don't Know Which Links Are Better

Solution: Use SEOQuake or Other Link Popularity Tools to Check PageRank

When you're building your links, you'll want to prioritize them by quality, and there's no better way to check than by using a link popularity tool.  Google bases the amount of link juice you get with each link on how authoritative the link source is, and how many other links are on the website.  Using a link popularity tool like SEOQuake, which works in your browser to tell you information about a website's PageRank and other data, can be extremely useful if you're hoping to find the most efficient route to Page One of search results.

If you're considering two different sources for your link, try using SEOQuake and seeing whether their PageRank is the same or not.  If it's not, you probably want to prioritize putting links on the website with the higher PageRank value.

Keep in mind that not all of your links can or should be from high PageRank sites—this would be a very unnatural linking pattern.  However, you can definitely use link popularity tools like SEOQuake to find out which links are likely to be most valuable and which ones you can probably ignore.

Problem: Google Says Our Website is Overoptimized

Solution: Use Link Popularity Tools to Identify Bad Links

One last use of a link popularity tool that you should know about is using tools to identify bad links.  Whether they're inbound links leading to your website or outbound links that go to websites other than your own, you need your links to work.  If you use link popularity tools and find out that one of your inbound links isn't working, you can talk to the webmaster or redirect the link URL to the page that now contains the relevant information.  If an outbound link no longer works, you should find where the data you were linking to is now displayed, and change your link accordingly.

Search engine link popularity is now the #1 factor that matters when it comes to where your link appears in the rankings.  If you're not actively working to boost your SEO link popularity, you're going to fall further and further behind your more prepared competitors in 2013 and beyond.  In this guide, we're going to look at some of the hottest search engine link popularity topics of 2012 and examine how they can affect law firms.  Sit back and take some notes, because these tips will help you to get your website onto the top page, where the traffic flows freely.

Is Your Law Firm Prepared for 2013?

It's not exactly a secret that most lawyers hate marketing.  Search engine link popularity just isn't a very exciting topic to most legal professionals, which probably explains why so many lawyers are ignoring it.

Today, though, it's like everybody's living in the future—over 80 percent of people look for lawyers online before deciding on who will represent them, and over 90 percent of those people aren't looking past the first page of their search results.  That means that in order to get clients, you're going to need to put yourself on the first page for at least some search strings that people actually use.  

Google makes most of its rankings decisions based on your inbound links—both how many of them there are, and how authoritative each link is based on the linking website's PageRank.  If you're going to boost your SEO link popularity today, you'll need to not only focus on building large numbers of links but also on checking the quality of every link you get.

Use Caution When Boosting SEO Link Popularity

There is such a thing as trying too hard to boost your search engine link popularity.  If you spam the entire internet with link after link to your website, you might think that the boost to your SEO link popularity would automatically lead to a dramatic increase in your search ranks.  Not so—in fact, Google has several ways to detect when someone is gaming the system.

One of the easiest mistakes to make is building your link presence too fast.  No real website builds its search engine link popularity overnight.  Gradual, slow changes to your SEO link popularity will look more natural and will lead to a slow but steady positive change to where your website appears in search results.

The Difference Between Indexed and Non-Indexed Links

Not all links are created equal.  Not only are some links poorer quality than others for search engine link popularity purposes, but some links actually don't make any difference at all.  Why?  Because Google's “spiders” (the programs used to find new web pages and index their content) aren't able to find them.  If your inbound links can't be found by Google, there's no way for their link juice to add to your website's level of authority.

The best way to ensure that your links will be indexed and affect your SEO link popularity is to put them on websites with easy to navigate interfaces and site maps.  You may also want to actually build links to your links in order to increase your search engine link popularity—this is called nested or tiered link building.

Worry About Clients First, Search Engines Second

With all the focus in the search engine marketing world today, some marketers make the mistake of putting the machines first.  It's worth keeping in mind that the best way to build your SEO link popularity is still to get natural links from people interested in your content.  If you build for people first, and think of search engine link popularity as a nice bonus, you'll do much better than if you make barely readable pages full of content that an audience wouldn't care about but a search engine would.

Methods of Boosting Your SEO Link Popularity Naturally

Search engine link popularity isn't necessarily hard to build naturally, as long as you're good at creating content and can do so consistently.  Start joining and participating in social networking websites, and you'll see your SEO link popularity start to build up overnight.  It's not because you've done anything “black hat,” but because you've actually provided a way for people to find information they're looking for.

You can also improve search results and your search engine link popularity by listing yourself in a large number of directories, both for websites generally and for lawyers specifically.  Attorneys who aren't listed in these directories will have substantially lower SEO link popularity, and most directories are either free to participate in or cost only a nominal fee.

What Changes Will Happen in 2013?

Google tends not to talk about search engine algorithm changes until they come out, so it's difficult to speculate on exactly how SEO link popularity will change.  However, we can make some educated guesses based on how Google has dealt with search engine link popularity issues up until now.

So far in 2012, Google has been making big changes to their search algorithm to prevent people from gaining SEO link popularity through automated or “black hat” techniques that involve spam.  However, spam results are still very noticeable, especially when making searches for very competitive terms.  We can expect for Google to address this and tweak the way they correlate search engine link popularity with rankings next year.  So far, the trend has been toward penalizing automated SEO link popularity building, so you should start phasing out the use of automation programs, even if they're still working for now.

Differentiating Yourself From The Competition

The best way to make sure that your search engine link popularity continues to climb is having an effective brand identity and promoting that brand identity across the web.  If you just seem like another lawyer, without a lot to differentiate yourself from the competition, don't be surprised if your results are tepid.  Don't just do what everyone else is doing—if you want to be on page one, you need to build your search engine link popularity organically and contextually.

Running a free link popularity check tool isn't difficult, but most law firms aren't using a link popularity checker yet.  Why not?  It may be that many lawyers haven't yet really grasped how important link popularity is for their websites—so they don't even know that a link popularity check could be useful.  If you're not sure whether a link popularity check would be beneficial for your firm, this guide can help steer you in the right direction.  Here are seven different ways that a free link popularity check can make your firm's website easier to find for potential clients.

#1: Learn What You're Doing Right

When you run a link popularity check for the first time, you may be surprised by how many links you have.  It's very likely that the link popularity checker will reveal not just links that you've deliberately built for your firm, but also many other links that other people have made with or without telling you.  If you haven't run a free link popularity check in some time, or have never run one before, you're going to find out which of your pages tend to get the most links and which get the fewest.

By finding out what other people are linking to with a link popularity checker, you'll be able to understand which topics are most interesting to your viewers and which don't get as much traffic.  You may not have known that a particular niche was making so many waves for your firm online—this kind of understanding is one of the biggest advantages of running a link popularity check.

#2: Investigating the Competition

Knowing what your firm is doing right is only part of the battle.  The reality is, you've got competitors, and some of them may be doing a link popularity check right now—on both their website and your own.  Once you've already run a link popularity checker on your own website, do a free link popularity check on your competition's site as well.

The results from running a link popularity check on your competitor can be a veritable gold mine of information.  In many cases, you will find through your link popularity checker that they're listed on directory websites or other types of sites that you haven't yet built inbound links from.  You can get your links on the same sites, then re-run a free link popularity check on your own website to make sure they're showing up.

#3: Finding Different Websites For Links

When you use a link popularity check, you can find brand new websites to start posting on.  Maybe you'd never even heard of reddit.com, but now you find out through the link popularity checker that the social bookmarking website already includes three different inbound links for your blog.  Because of your free link popularity check, you can now start using websites where it's clear you or your competitors have had success.

#4: Learning Who's Following You

Having a great network of people is one of the best ways to build inbound links.  By using a link popularity checker, you can find out whether there are a few people or websites that are linking to you repeatedly and seem to be following you.  By identifying these people with your free link popularity check, you can start actually interacting with them and following them as well.

When you use your link popularity check in this way, you're actually building a small web community all of your own.  Make sure that when you reach out to these followers after running your link popularity checker, you don't just seek them out as a source of better links.  Treat them as people deserving of respect and consideration, and you'll have much better results and can possibly make a lifelong career networking connection because of your link popularity checker.

#5: Checking Reciprocal Links

If you've asked somebody for a link exchange, you may have used a link popularity check at the beginning of your arrangement to make sure they put up the link they promised.  But have you checked with a link popularity checker since then?  If not, running a free link popularity check can give you peace of mind and help you see whether anyone has broken their agreement.

If you run a link popularity check and find that someone is no longer running the link that they said they would be, you can talk to the webmaster and ask them to reinsert the link on their website.  If they refuse, you can take down the reciprocal link from your site.

#6: Making Sure Your Links Are Up To Date

When you redesign your website it's imperative to run a free link popularity check as soon as you can.  If you don't run a link popularity check periodically after a site revision, it's possible that your inbound links will direct to pages that you no longer maintain or update.  This means that people trying to follow these links won't get what they're coming for, and they probably won't search all over your site to find it.

When your free link popularity check reveals that some links are going to outdated pages, you have two options.  You can either alert the webmaster of the site where the link is hosted, so that he or she can change the link based on your link popularity checker results, or you can include a new redirect page on your website so that people don't get lost.

#7: Learning Where You Need Expansion

Your link popularity check can show you not only where you've already got links, but also where you haven't got them.  If a free link popularity check reveals, for instance, that you have few or no links from social networking sites, you may want to start pursuing a social networking strategy.  If the link popularity check reveals that you're not yet taking advantage of any type of commonly used link, you should definitely at least consider adding those links to your site.

A majority of marketers today rank link building as being a difficult or very difficult search engine optimization task.  How can your law firm improve link popularity numbers without running into problems with Google?  How can you increase link popularity in a way that will make sure that you're getting closer to the front page of search results every day?  Here we'll learn 8 ways to improve link popularity that work without “black hat” techniques.

#1: Improve Link Popularity With Quality, Not Quantity

If you learned how to increase link popularity in the early part of the 21st century and haven't brushed up since, you may need to start relearning some things.  Today, quality matters much more than just how many links you have.  If you want to improve link popularity for your website, you'll need to focus on getting links from websites with high amounts of traffic and high levels of authority.

Google will increase link popularity for a website more when it receives links from pages with a high Google PageRank.  This is because these websites are viewed as being more likely to be authoritative.  Similarly, because they are perceived as more difficult to get, inbound links coming from .edu top level domains will improve link popularity more than a similar link coming from a .com address with equivalent PageRank.

#2: Increase Link Popularity By Monitoring the Competition

If you're not sure where your strategy to improve link popularity could use improvement, use your competitors to get your next ideas.  Use a link popularity checker tool to find out what kind of links your competition is building, and then use those results to find your own link sources.  Whenever you find a website that your competitors are using to increase link popularity, you can work to get a link built in that website as well.

Consistent monitoring of your competitors can generate valuable intelligence about their strategies to increase link popularity.  Don't be too beholden to their results: remember that you should also strive to improve link popularity in ways that your competition hasn't yet figured out, so that you can more easily defeat them in the search rankings.

#3: Improve Link Popularity Organically and Contextually

Google has recently started paying more attention to whether a website is working to really improve the quality of its results or just the quantity.  Because of new, stricter scrutiny that Google is applying to websites' inbound links, you should try to make sure that many of your links are contextually based.  When you improve link popularity with contextual links, each of your links will grant you more link juice than if they had come from a website with very little in common with yours.

The best way, bar none, to increase link popularity is to have other people post your content and provide inbound links organically.  This means that people are posting links to your website without being asked or prompted to.  However, it can be difficult to improve link popularity in this way.  If you can't, try to at least make it look like your links have been naturally built rather than artificially.

#4: Increase Link Popularity Slowly For Best Results

A sudden spike in the number of links to your website won't lead to a meteoric rise and thousands of new hits.  Instead, it's likely to set you back, because Google will penalize websites that are seen to improve link popularity too quickly.  If you're in violation of Google's Webmaster Guidelines, it may not happen today or tomorrow but you will be found out—and it can be absolutely devastating to search rankings when you are.

Start with three or four links per day at most when you start to improve link popularity.  If you increase link popularity more rapidly in a month or two, this won't look nearly as suspicious as if your link building had happened all at once.

#5: Monitor Your Google PageRank To Check Your Progress

You should consistently check your PageRank to see if your efforts to improve link popularity have translated into a direct result for your website.  If you're seeing your PageRank number slowly increase, you're probably in very good shape for the future.  Keep in mind that because PageRank is a logarithmic scale, even if you are an amazing web marketer, it's very unlikely that your website will ever become a site with PageRank 8 or 9.

#6: Use Analytics to Increase Link Popularity Efficiently

If you're just shotgunning your approaches, you may not know which method for improving link popularity is actually working best.  You should instead try a single method to increase link popularity at a time, and see how it works using analytics tools.  If you find that a particular method is ineffective, you can improve link popularity using a different method and then use analytics again for a side by side comparison.

#7: Improve Link Popularity With One Way Links

If you're using too many links that are reciprocal (that is to say, two way between sites), Google will assume that you have just been trading links.  It's fine to have some casual reciprocity, just don't make it the entire focus of your campaign to increase link popularity.  It's easy enough to build one way links today that you shouldn't have any trouble finding sources.  Reciprocal linking should only account for a small percentage of your overall links.

If you're not able to get enough one way links using conventional means, you may consider using an automated one way linking service.  However, this is usually a bad way to increase link popularity.  When you improve link popularity with one of these services, you're automating the link building process in a way that Google disapproves of.  If you're caught, you can expect to face stiff penalties in the rankings or even see your website de-listed from Google searches—the search engine optimization equivalent of the death penalty.

2012 has made significant changes to how link popularity is tracked and measured by Google.  As link popularity has become important, more firms than ever want to know how to search link popularity.  In this guide, we'll look at some of the reasons that law firms find it in their best interest to perform a link popularity search.  We'll also find out how to search link popularity effectively, and why it isn't always your website that you should be searching for.

Why Should We Perform a Link Popularity Search?

No matter what you've done to build your links, it's a good thing to know how to search link popularity.  Understanding searching techniques will make it much easier for you to monitor and track your reputation online.  By doing a link popularity search, you'll learn what kind of websites are linking to you and where you might be able to create profitable advertisements.  You'll also find out what kind of linking is most effective in bringing clients to your website.

When you thoroughly understand what kind of links you're getting, you can begin to develop a comprehensive plan for expanding your link presence.  Identifying existing strengths and weaknesses can make it easier to develop a more well rounded approach to link building.  This versatile approach is often neglected by online marketers desperate to cut corners instead of providing the very best advice and service.

How to Search Link Popularity: Getting Started

Before you actually start to learn how to search link popularity, it's a good idea to have your goals in mind first.  What kind of results do you want from your link popularity search?  Are you learning how to search link popularity so that you can compete more easily with a rival firm?  Will a link popularity search be used by your firm to figure out where to post your links next?  Understanding what you want will help you make better decisions about what tools to download and how to use them.

How to Search Link Popularity: Free Web Tools

The most common way for people to search link popularity today is by using websites that have free online tools.  These free online tools are a good way to keep people coming to websites, so nearly every search engine optimization guru has his or her own link popularity calculator for people who want to know how to search link popularity.

These tools change locations online constantly, and you may want to check more than one of these tools before you decide that you have a hard and fast number for your law firm's link popularity.  Doing a double or triple check with multiple tools is always a good idea, because disagreement among the results may be an indicator that the websites you're using for your link popularity search aren't working as well as you had hoped.

How to Search Link Popularity: Your Website

The first website that you should do a link popularity search on is, of course, your own.  Start by running a link popularity search that gives you your results for Google popularity.  Different tools will give you different information.  For example, if you learn how to search link popularity using seoprofiler.com, you'll find out how many of the pages of your website are in Google's Top 50 search results, as well as seeing a list of websites in direct competition with yours.

Other tools can just list a large number of backlinks in whatever search engine you prefer.  Don't hesitate to do a link popularity search that involves several different search engines—you may find that you have much better search rankings on one than another, and exploring why can help you create your next strategy for improving your link presence.

How to Search Link Popularity: Competitor Websites

Once you've looked at some link popularity search reports for your website, it's time to turn your attention elsewhere.  Where are your competitors building their links?  Are they getting inbound links by getting directory entries, or by having social media link to their site regularly?  Analyzing where your competitors' links come from can give you fantastic ideas for helping out your own website.

After you learn how to search link popularity, you can do it for any website at all.  If there's a legal website that you're in awe of when it comes to search engine optimization, a link popularity search can take away the mystery and make it easier to imitate that site.

Tracking Your Link Popularity Search Results

It's great to know how to search link popularity and run a search, but just one search is of limited use.  You'll want to use consistent tracking of link popularity in order to make sure that you're seeing whenever a new inbound link appears for your website.

At least once every week or so, you should be looking at a link popularity search.  Tracking changes over time to these results can be helpful in identifying patterns of behavior.

What an Ideal Link Popularity Search Will Show

Google monitors link popularity because some patterns indicate that the popularity has been built artificially.  If your link popularity search reveals that almost all of your links come from the same few IP addresses, you are probably skating on very thin ice with Google and should watch out—your website could be sandboxed at any second.

What you want to do when you learn how to search link popularity is to generate a real variety of links.  You should make sure that you're cultivating links of several different types on many different websites.  Your link popularity search should indicate that you're using varied anchor text and that you don't use the same content over and over for all of your inbound links.

Maintaining link variety is the only way to ensure that Google doesn't identify your website as being too optimized.  What's more, when you have a wide variety of links, you'll be substantially more invulnerable to new spam detection techniques.

When you're looking for information on the specifics of today's online marketing, you'll want to have brand new information that keeps recent changes to social media and web searches in mind.  However, when it comes to strategizing for your online marketing plan and content, you might want to look to a different source: books on advertising and marketing.  Many of these books contain information and ideas that are timeless, and that too many online marketers forget.  In this guide, we'll take a look at seven of the best books about advertising and marketing that can help you develop content strategies for your online campaigns.

#1: Hey Whipple, Squeeze This! By Luke Sullivan

This book, by an advertising copywriter who worked on major campaigns for decades, is subtitled “a guide to creating great ads.”  Sullivan actually starts by talking about Mr. Whipple, the mascot for Charmin brand toilet paper, who was considered by most television audiences to be an annoyance—yet it seemed that having him as the company's mascot kept paying.

Sullivan isn't afraid in his book to talk not only about why some advertisements work better than others, he's also not afraid to talk about the kinds of advertising that he finds to be uninspiring, bland, and boring.  Sullivan's prose is light and entertaining, making this a great first book on copywriting for anyone who is just starting to create their own written content for a website or social media page.  Hand it to anyone who's considering writing copy for your website or advertisements, and you won't regret that you did.

#2: The Hero and the Outlaw, by Margaret Mark and Carol Pearson

Legal marketing professionals today are always looking for a way to differentiate the brand of their law firm.  A great branding effort can make the difference between a firm that prospers, even in difficult times, and one that has to shut down.  In this book, Mark and Pearson look at some of the biggest brands in the country and find a common thread to their incredibly successful branding efforts: archetypes.

Archetypes are the basic personalities and stories that we've heard a million times since childhood.  If someone says “outlaw,” you probably already have a fairly large number of traits assigned in your head to what the outlaw is like and what is likely to happen to him or her.  The same goes for an explorer, or even just a regular guy or girl.  Our archetypes help us anticipate narratives and understand where a brand is coming from.

In The Hero and the Outlaw, Mark and Pearson give aspiring brand strategists tools to develop their own archetypal “personality” for their law firm.  If you're stuck when trying to come up with a good branding initiative, this is the right book for you.

#3: Fascinate, by Sally Hogshead

When you read advice about content on legal websites, you'll probably hear a lot about the need to captivate viewers with original content.  But how do you write content that actually gets people to click and read?  In this book, you'll learn seven different reasons that people become fascinated with content.  It includes ways to look at your fascination strengths and weaknesses, allowing your firm to get the most out of its content and draw in the most viewers.  

#4: Buyology, by Martin Lindstrom

Maybe reading about branding and fascination isn't your thing.  You want quantitative results, statistics that help you understand exactly what will generate conversions and give you lasting business relationships.  If that's the case, you want Lindstrom's Buyology.  Instead of just looking at the psychology of advertising and marketing, Lindstrom's book actually examines the neurobiology at work behind human motivations.

By looking at MRI brain scans of people who are thinking about advertising and marketing content, the book is able to explain why some types of branding and content work better than others.  What's more, the book is written at a level suitable for a lay person, so you don't need to have any special knowledge of science, math, or statistics to get a lot out of it.

#5: Whatever You Think, Think The Opposite, by Paul Arden

Arden, the former creative director from advertising giant Saatchi & Saatchi, brings this book that can help you get out of a creative rut.  If you know that your content strategy is failing but you don't know why and don't know how to get back on track, this book can help you think about your problems in new ways so that you can create real change.

#6: The Book of Gossage, by Howard Luck Gossage

One of the strangest advertising men of the 1960s, Howard Luck Gossage's advertisements are like nothing you've ever seen before.  The Book of Gossage gathers not only many of these advertisements, but also writings by Gossage himself, and assembles them into a book that is as timely today as when it was written.

Gossage's advertisements are particularly relevant for online content creators, because they tend to be very wordy and informative while still being quite fascinating.  Unlike many of the creators of advertising in his time, Gossage favored text—and lots of it.  A master of making even an ad with hundreds of words of copy a breeze to read, Gossage is worth a look if you want to know how to make your website's content uniquely readable.

#7: Winning the Story Wars, by Jonah Sachs

This brand new book came out just last year, and is great at discussing why, exactly, story and narrative matter when it comes to advertising and marketing.  Sachs is talking about up to the minute trends in this book, and understands that in today's marketing world, the biggest advantage that winning the story wars gives you is virality.

If you've ever wanted to know how to make your content go viral, and how to make sure that your stories are outshining the ones being told by your biggest competitors, you should pick up Sachs' book.

How to Build Backlinks That Search Engines Will Notice

Three fifths of marketers believe that building backlinks is “somewhat difficult” or “very difficult.”  Have you had trouble learning how to build backlinks?  This guide can help.  In this guide, you'll learn the biggest principle for building backlinks—a principle that's used by the best search engine marketers and the search engines themselves.  You'll also find out how to build backlinks on a wide variety of different websites, so that you can diversify your web presence and prepare for whatever comes next in internet search trends.

The #1 How to Build Backlinks Principle: No Shortcuts

When people first learn about building backlinks, they start asking, well, how hard can it be?  After all, there are many guides online that show you how to build backlinks, and many of these guides suggest using article marketing services or press release websites that can give you dozens of backlinks within an hour or two.  Why not just use those?

It's true, those methods are easy.  What you may not know is that search engines have started to defend against websites using them.  Because so many websites trying to use these services were essentially spam sites, Google and other search engines have cracked down on websites that are building backlinks exclusively through low-quality websites like press release and article spinning sites.

Why the crackdown?  Because fundamentally, Google doesn't want you to know how to build backlinks easily.  In fact, Google would prefer that websites didn't focus on building backlinks at all as a search engine optimization strategy, and confined themselves only to organic backlinks generated because someone enjoys your content. 

As search engines have become more sophisticated, they've gotten better at identifying people who are using those old “how to build backlinks” guides.  Use their advice on building backlinks and you could find your website's ranking dropping rapidly.  There are no good shortcuts for how to build backlinks—nothing that will let you build hundreds or thousands of links in a day.  There are, however, ways to start building backlinks slowly and steadily that can make your website the top result in searches.

How to Build Backlinks: What Search Engines Like

Search engines are just computer programming, and search engine optimization marketers around the world work diligently to find out exactly what kind of backlink efforts work best with that programming.  They have found several common features of the types of backlink building that search engines seem to prefer.

Search engines tend to give better rankings to people who work on building backlinks that are contextual, rather than random.  If your link pattern is very random, search engines are likely to perceive this as spam.  Building backlinks to websites that are closely related to your site and are considered popular, high-quality websites will be much better.

You should make sure not to use the same keyword phrase every time for your links.  Search engines love variety—because variety is more common when building backlinks organically.  Try to vary your keywords, link text, and even just the types of websites that you're using.  Don't just use Facebook posts or blog comments, in other words—try something new!

How to Build Backlinks: What Search Engines Hate

In the process of building backlinks that work, many search engine marketers have also discovered strategies that do not work.  In some cases, these strategies rarely or never worked, while in others, they worked for a time until new algorithm updates accounted for people trying to game the system.

In brief, Google—and other search engines—don't like when people bring the quality of web results down by trying to improve their own search rankings.  This means that if you're spamming blogs, you're not building backlinks that are likely to be considered high quality by Google, Bing, or anyone else.  If you're using the same keywords over and over, or your copy is barely readable because the keywords are inserted so awkwardly, you've taken the wrong advice about how to build backlinks.

Just about any method that search engine marketers have developed to generate huge numbers of backlinks quickly will fail today.  Why?  Even if you find a new method for building backlinks fast, the sheer speed of it is likely to raise red flags about your content.  Google's algorithms know that websites don't engage in building backlinks of any reasonable quality at a rate of thousands a day.  You should ramp up your backlinking slowly, so that it's much harder to detect the artificial nature of your link building efforts.

This means that some of the most popular tools of search engine marketers in years past no longer work in 2012 and 2013.  Instead of using article spinning services that put the same content (or very similar versions of content, often edited by a computer program) into many different websites, today's search engine marketers are having to work harder for a smaller number of quality backlinks.

Building Backlinks Using High Quality Websites

If you want to get the most bang for your buck when building backlinks, you'll need to have your links on high quality websites.  One of the best things that you can do for yourself when starting to learn how to build backlinks is to learn what kinds of websites are considered the most trusted and highest quality—not only in general, but in your specific field of law.  Learning the big players in your specific field will help you target guest blogging opportunities and other chances for contextual link building.

When you build backlinks using these high quality websites, it may take a little more time to get each link in place.  However, each of them will be considered a high quality backlink that is worth much more than if you had inserted dozens of non-contextual backlinks on a wide variety of low-quality sites.  In other words, it only seems to take more time—you'll still get a better return on investment from link building on high quality sites.

7 Ways a Backlink Building Service Can Help Lawyers

New changes to Google's search ranking algorithms called Penguin have impacted about 65 percent of marketers worldwide.  In the post-Penguin era, quality backlink building services are among the best ways to improve where your law firm appears in search engine results.  A professional backlink building service can help your website become more visible in search rankings in several different ways—keep reading this guide to find out some of those ways, and how each one can change the way search engines see your law firm's website.

Finding New Places to Build Backlinks

Many of the online tools that used to be very effective in improving search rankings are no longer effective after Google's recent algorithm changes.  That's because those changes affect the listing status of some websites that were commonly used by backlink building services.  Instead of considering these websites' backlinks equal to those from other websites, Google now considers them to be worth very little or nothing.  In some cases, if a backlink building service has clearly abused these websites to improve search rankings, Google will de-list the website completely.

If your favorite backlink websites have been de-listed, it's time to talk to backlink building services.  Today, just about any backlink building service that is still in business has had to adapt to these changes.  Backlink building services will be able to identify places where your links will be quality content, rather than spam.

Building Backlinks with Directory Entries

It surprises some people that directory entries are still considered a valid way to build backlinks, but maybe it shouldn't.  After all, as long as a directory is high quality, directories serve to organize information in a very user-friendly way. 

Creating directory entries can be repetitive work that isn't very creative.  Backlink building services can take this boring chore off your hands, freeing you up to create new marketing content or otherwise attend to your law firm's other business needs.

Some of the directories that your backlink building service uses may be big, worldwide directories like DMOZ or Yahoo.  Smart backlink building services will also seek out local directories and specialized directories full of attorneys and law firms just like yours.  Local search results are getting bigger and bigger, and your backlink building service can take advantage of local by making sure that you're listed in all the right places.

Building Backlinks with Social Bookmarking

Social bookmarking websites, like reddit.com and digg.com, have become increasingly popular over the last several years.  Even Barack Obama has become a user of Reddit, which is a website where any user can post a link and other users “upvote” or “downvote” it to decide on its level of popularity compared to other links on the site. 

Backlink building services can use Reddit and other similar websites to your advantage.  Because the content on these websites is user-generated, your backlink building service can start by posting a link to some of your most interesting content with a relevant headline.  If you're looking into backlink building services that offer this kind of linking, make sure that you take a look at the kinds of links they're offering.  Your backlink building service should be able to make links that fit in with the quality guidelines of the website and generate comments and discussion.

Creating Multi-Tiered Backlinks

Your backlink building service can increase the perceived quality of their backlinks even further by tiering them.  Tiering essentially means having not just backlinks, but backlinks that link to your backlinks.  That would be considered a two-tiered backlink—some backlink building services create three or even four tier backlinks for their clients.

This is one of the newest techniques for generating high backlink quality ratings, so you may have to do some searching to find a backlink building service that offers it.  Some backlink building services still work exclusively with single-tier backlinks and get good results, but the time is coming when that may just not be enough to compete with other law firms.

Guest Posting on Relevant Blogs

Backlink building services can also post your content on blogs by asking for guest blogging opportunities.  If this is a method that you want to use extensively, you should search for a backlink building service with a track record of getting great guest post leads.

If the backlink building services you're using don't have extensive knowledge of the legal field you specialize in, it may be a good idea for you to write the guest post content yourself.  However, your link building service may offer copywriting services as well, either as part of your package or for an extra fee.  Ask to see samples of copywriting from any link building services you are considering—you don't want to pick a service where the copywriters have poor grammar or stilted sentence structure.

Creating Press Releases

Not all press release websites are still considered legitimate by Google.  In fact, many websites which used to run press releases are now considered to be primarily vehicles for spam.  That's why when your backlink building service creates press releases today, they'll need to be careful about where exactly your press releases go.

Ideally, your link building service should avoid any press release websites that accept literally any type of content.  Take a look around the press release websites your service is considering using.  Do they look like they're full of legitimate press releases from companies you've heard of, or does it look like a website full of companies you'd rather not be affiliated with?

Generating Blog Comments

Not all approaches to link building are based in creating your own posts.  By using blog comments, your backlink building service can join in on the conversation for your law firm.  This means that you'll be able to put a link to your website in comments on legal blogs with high traffic.

Please note that creating legitimate blog comments is a very different method than what some backlink building services offer—blog comment spam.  Your law firm should never be involved in spamming any website for any reason, and should stop using any service that is clearly spamming blogs.

There are over one trillion links on the web today—and that number will have doubled by 2014.  In such a large sea of links, your law firm needs to stand out.  An outbound link tool can help you understand what's going on with links leaving your website or the websites of others.  While an outbound links tool is something of a specialty item, it can be a great way to give your search engine optimization campaign the final nudge it needs to be very successful.  In this guide, we'll take a look at several types of outbound link tool, and explore which ones you may need to successfully run a law firm website in 2012.

What Are Outbound Links—And Why Do They Matter?

Outbound links are just the links that go from one website to another.  Often, law firm websites will build outbound links to legal resources including forms, state laws, and so on.  When someone else has an outbound link to your website, it becomes an inbound link for you.

Outbound links basically matter because inbound links matter.  The more inbound links that a website has, and the higher the value of those links (based on the authority level, or PageRank, of the website they come from), the higher a website will be in the rankings when someone does a search.  Because of this, outbound links from websites with good reputations can be extremely valuable, while other outbound links have little or no value to the websites they're linking to.

Why You Should Use an Outbound Link Tool on Your Site

There are many different reasons that you might want to use an outbound link tool on your own website.  One of the most obvious reasons is to check and make sure that each of these outbound links is going where you want it to.  An outbound links tool automates the process of checking each link so that you don't have to do it painstakingly by hand.

Another reason that you might want to use an outbound link tool is to determine whether your outbound links might actually be worth something.  Some website owners can make a substantial amount of additional money by selling outbound links.  While this practice is widely discouraged, and Google may delist you if you are found to be selling links, this is another use of an outbound link tool that you should be made aware of.

An outbound links tool can also help you understand why people are leaving your website.  Obviously, the longer someone stays on your website, the more likely they are to convert.  By finding out which people leave and where they go, you can use your outbound links tool to reshape your website.  If no one is visiting a particular outbound link, why keep it up?  Replace it with something more likely to be useful to your website visitors.

Why You Should Use an Outbound Link Tool on Other Sites

You may also want to check outbound links that are coming from someone else's website.  Even before you build a link on a site, using an outbound links tool on a website can help you understand the value of placing your links there.  If you see that the outbound link tool indicates there are large numbers of links on the page, and your website would gain only a tiny fraction of a very small amount of link juice, you may decide to focus your efforts elsewhere.  On the other hand, if you have the opportunity to create a link on a website that an outbound links tool shows has very few links, you may want to take it.

Google Analytics as an Outbound Links Tool

Google Analytics can be used as an outbound link tool, but it's not the easiest one to use.  You can use Google Analytics to track where your site visitors are going using the event tracking features.  By inserting code into your website, you'll be able to monitor the flow of these visitors much more easily.

However, Google Analytics has some serious weaknesses and downsides as an outbound links tool.  Unlike other outbound link tool websites, Google Analytics won't help you to verify that your outbound links are still working, and won't do a count of outbound links on another website.  Also, while you can use most outbound links tool software without much computer knowledge, Google Analytics requires an understanding of programming before you can use it to track your outbound links.

How an Outbound Link Tool Fits Into Your Strategy

While an outbound links tool isn't necessarily the most vital tool in your search engine marketing arsenal, it's a good checkup to run once in a while.  Consider outbound link checking to be the flip side of your inbound link building efforts.

If your law firm is just starting to do search engine optimization, you may want to initially use programs like Google Analytics not as an outbound links tool, but to monitor your traffic and how people are getting to your website initially.

Other Third Party Outbound Link Tool Software

While usually Google Analytics is the outbound links tool used to understand traffic flow patterns, if you're looking for an outbound link tool for another reason you might be happier with a different piece of software.  By just running a Google search for “outbound link checker” or “outbound links tool,” you can usually find a tool that will do exactly what you're looking for, for free, on the first page.  For example, Scrapebox.com gives you a great outbound link tool to count your outbound links and verify that the links you have are still working.

Analyzing the Results from Your Outbound Link Tool

Once you have all of the results from using an outbound links tool, it can be hard to decide exactly what to do with them.  If it seems like too much to analyze, you might consider having an analytics agency check it out for you.  Analytics companies specialize in interpreting a narrative picture of how your website is working from all of the data that you've collected over time.