Link Building for Lawyers: 02 - Identify Your Audience

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Link-building always involves a quid pro quo. If you are using so-called black hat or grey hat techniques, you are giving something of value in exchange for the link (buying). If you are using so-called white hat techniques, you are trying to overcome a site owner’s natural inertia so that he will link to or share your content (selling).

You can increase your chances of success by understanding what motivates the type of person you are targeting. Like all communication, your link-building outreach should be directed to a specific audience. Knowing your audience will help you in all phases of link-building.

When you are creating content designed to attract links (linkbait), you need to have a feel for whether there is an audience that will link to the content.

When you are ready to promote your content, you need to craft your messages to appeal to a specific type of person that may link to the content.

If you are using a guest posting strategy, you need to know what types of people are most likely to post on their blogs.

Do not start your link-building campaign without a clearly-defined audience in mind.

Note: Law bloggers are often the worse culprits when it comes to skipping this step. They recap various cases that no one cares about, adding no analysis of their own. They regurgitate the most recent legal news, hoping that a search engine will latch on to a few well-placed keywords and give them a top spot in the rankings. These strategies add little value to anyone and are not likely to garner links. Ultimately, they junk up the web and detract from the overall quality of the blog or website.

Don’t make the mistake of thinking of the link-building market as “websites that link to content.” Websites don’t link to content; people do. Your goal is to identify the shared characteristics of people that are most likely to link to or share your content.

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Published In: Firm Marketing Updates, Professional Practice Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Jack Falconberg | Attorney Advertising

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