Link building
Earn references that belong.
Links and mentions from publications, schools and journalists that have a real reason to cite you. It's the third foundation under the Cube30 steps: trust from outside the site.
Book a FREE Strategy CallGive someone a reason to cite you.
Your useful contribution
Something worthreferencing.
editorial decision.Relevance. Evidence. Context.
The editor decides what earns a place.
Authority links and local links do different jobs
Local connections often reach people in the firm’s community. Editorial references reach readers through relevant publications and resources. The audiences and reasons for a mention differ. We cover the community side on local link building.
For either source, review who reads it, why the firm belongs there and how the reference is presented. A link has no fixed SEO value, and a source map is not a guarantee of rankings or inquiries.
Together with reviews and directory listings, they make up the third foundation under the Cube30 process: trust from outside the site.
Six sources worth the effort
Where do authority links come from?
Most authority links worth having come from these six places. Which ones fit depends on your practice and how much time your attorneys can give.
Legal press
Independent coverage in publications that reach the relevant legal audience. A useful contribution and a genuine editorial reason matter more than a promised placement.
Law schools
Student-edited journals, faculty publications and alumni news. Attorneys who teach as adjuncts often have faculty profiles that link back.
Expert commentary
Journalist requests that fit the attorney’s actual expertise. A clear, supported response can be considered for a quote; the editor decides whether it is used or linked.
Original data
Original research with a clear source, method and limits. It should help the intended reader, with permissions and confidentiality checked before publication.
Scholarships
A real, funded program created for its educational purpose. Review any listing and paid relationship for appropriate disclosure and link labels; a scholarship should not be a scheme to buy ranking signals.
Industry publications
Guest articles where your clients' advisers read: medical publications for injury firms, financial-adviser publications for estate planning, HR publications for immigration.
Google’s link-spam policy explains the distinction between editorial references and manipulative ranking links.
Mentions and directory listings aren't the same thing
A relevant publication that cites your expertise or a useful resource is an independent mention. A reputable directory helps people confirm your practice, location and contact details. Neither comes with a fixed SEO value.
We judge each one by audience relevance, editorial independence, accuracy and placement. Paid placements need the right link labels, and low-quality directory links are not an authority plan under Google's spam policies. Directories have their own program, covered on legal directories and citations.
Fast, substantive and on topic beats volume
Journalist-request services reward attorneys who reply fast, soon after a query lands, with real expert commentary rather than talking points, and only on topics inside their practice.
A useful response is relevant, specific and supported by the attorney’s experience or verified sources. Respond within the editor’s stated deadline and avoid generic pitches outside the practice. Publication and linking remain the editor’s choice. Material under an attorney’s name also goes through your advertising-rules review.
Original data gets cited
Original research can give a relevant publication something useful to reference. Choose a question your firm can investigate with suitable public or authorized data. Record where the data came from, how it was analyzed and what the sample can establish. Confirm permissions and confidentiality before release.
Publish a readable method beside the findings and offer the work to journalists who cover that subject. A clear research angle can support a pitch, but coverage and links are never promised. The resource can also give a relevant practice page something substantive to explain.
Link wording stays natural
Link words should describe the page they lead to in the context of the publication. The firm’s name, a resource title or a concise description may all be appropriate. There is no reliable keyword ratio to impose on independent editors.
Avoid manipulative placements and forced keyword repetition. Google’s link guidance favors descriptive, relevant text. Paid or sponsored links need appropriate qualification under its spam policies.
Outreach is a relationship, not a blast
A short, specific email to a journalist who covers your area, offering real commentary on a timely legal question, can lead to an article that mentions your firm. A mass email to generic addresses leads nowhere.
Keep outreach relevant to the person and publication, with a clear reason for the contribution. Log any resulting mention or link with its source, wording, destination and applicable labels. The record belongs in your reports.
The shortcuts we won't take
We avoid placements built mainly to manipulate rankings. Google’s spam policies address bought ranking links, excessive exchanges and other schemes. Advertising or sponsorship can be legitimate when disclosed and qualified appropriately; it is assessed separately from independent editorial coverage.
Paid press-release links
Services that promise a bundle of backlinks for a flat fee.
Private blog networks
Networks of sites built to pass links, of any kind.
Link swaps
Trading links with other agencies' clients.
Low-quality guest posts
Mass posting on blog networks nobody reads.
What you get on authority links
Source map
Where links worth having come from, for your practice.
Expert commentary rhythm
A steady approach to journalist queries, where your attorneys have time for it.
Original data plan
A research project planned around your practice and your area.
Editorial outreach
Relationship-based pitches to legal journalists.
Quarterly link report
Each new link with its source, wording and the page it sits on.
Before you make the plan.
How many links will we get?
We don't promise a number. Authority links come slowly, and one strong mention can matter more than many weak ones.
Do links show up in signed cases?
Not directly. Links help your pages get found, and the report ties those pages to calls, consultations and signed cases.
Are scholarship links still worth it?
Only when the scholarship is real, funded and awarded. One created just for links is the kind of scheme Google's spam policies target.
The next useful question.
See how this work connects to the rest of your plan.
Start with your firm
Which sources support your credibility?
We’ll look at your firm’s work, existing mentions and relevant publications, then decide where a useful contribution belongs.
Book a FREE Strategy Call