Website Popularity

In order to determine the relevance of your website so you can be ranked for different search terms, the search engines use robots that crawl your site and analyze its content.  For these search engines, it is the link structure that contributes most to the analysis of your website’s popularity.  Links count almost like votes towards the popularity and relevance of your website.  Through links, the search engines are able to analyze the popularity of a site based on the number of sites linking in to it as well as how popular and established those websites themselves are.  Links from trustworthy sites give you a great boost because it proves that your website is respectable and legitimate.

Search Engine Link Strategy

In order to succeed in your campaign, it's necessary to understand the various elements of links as used by the search engines and exactly how they weight different links in their complex algorithm. Knowing what is considered in the measuring of link value and a site's link profile will help ensure that your law firm website is designed in the optimal way.

Popularity in Your Niche

Links from sites within a particular and specific topic or community are considered more authoritative and therefore are weighed more heavily than links from sites from more general or off-topic websites.

Anchor Text

One of the prominent parameters search engines use in rankings is site's anchor text. If  links point to a page with the right keywords, that has a chance of ranking  for particular keyword phrase in the anchor text.

Link Neighborhood

It has been shown in many different case studies and experiments that search engines use the sites that link up to a website as well as the site the website links to themselves in order to determine if a website is legitimate or not.  That being said, it's incredibly important that you keep your website linked up in a “good neighborhood”.  In other words, linking to or being linked to from a poor website will only hurt your search rankings.