Search engine optimization is as much about what happens off of your website as what happens on it. Most people think of “SEO” as mainly what happens on-page – but off-page is just as important. In this post, we are covering some of the most critical off-page SEO tactics, as well as how to find legal directories for link building.

What is Off-Page SEO?

Off-page SEO refers to the things that are done off of the web page to increase a site’s search engine rankings. Some of the common off-page SEO tactics include building backlinks, enhancing branded searches, and increasing shares on social media. Off-page SEO is an essential activity for getting Google and other search engines to see your website as trustworthy and credible – which are key factors for search engine rankings. 

Furthermore, backlinks and other off-site signals form the foundation of Google’s algorithm. Studies have shown a clear correlation between total backlinks and Google rankings. That being said, links are only one part of off-page SEO. There are other signals involved in analyzing your site overall, and a linking strategy should be part of a more comprehensive effort. 

Finding Legal Directories for Off-Page SEO

Since links to your site are very important, you should spend some time reviewing potential sources. If you want the links you build to actually help with SEO, they need to be from high-quality sources. One simple way to get started with link building is by browsing directories where you can include your firm information. Not sure where to start? 

1. Online research –  Start by performing a basic search of legal directories online. Look for the directories that have the highest rank, are applicable to your industry, and have a good reputation. 
2. Competitor analysis – Analyze the online presence of your closest competitors to find the directories that they’re listed on. This will give you an idea of which directories are active in your niche. From there, reach out about possible inclusion as well. 
3. Industry associations – Many legal directories are associated with certain organizations. See if your local bar association or other industry groups that you participate in publish a directory. Browsing various groups will help you to see which directories are active in your area. 
4. Client recommendations – Don’t be afraid to ask clients how they found you. If this is a question that you ask as part of client onboarding, keep track of this data and review it periodically. You’re likely to see some patterns as far as industry directories that they browsed. 
5. Niche directories – Are there certain directories that specialize in your specific sector, or apply to your typical clients? These directories often have a more targeted audience that is more likely to be interested in your services. Search for directories using terms that cater to your practice area, such as personal injury or intellectual property. 

Other Off-Page SEO Tactics

Researching these directories and asking for inclusion is a great start. However, that’s just one piece of the puzzle. To build out a robust off-page SEO strategy, make sure to give these tactics a try, too: 

• Guest blogging – This will contribute to your linking strategy as well as put your content in front of a new audience. 
• Be a data source – Having lots of statistics or data points available on your site makes it more likely to be cited in other online content. 
• Create more long-form content – Longer-form pages increase the chances of someone else finding your content and linking to it. 
• Audit your branded searches – Look in the Google Search  Console to discover the impressions for your branded searches, and then put together a plan for increasing those numbers over time. 
• Invest in YouTube – Putting video content out on YouTube is a great way to boost your site’s brand signals. 
• Get more mentions – An unlinked mention from a reputable site is nearly as helpful as a link. 
• Get positive online reviews – Reviews are huge for local SEO, and the more social proof you have out there, the better your chances of increasing brand signals. 

Takeaway:

Directories are an important part of a link building strategy. When selecting legal directories, prioritize those with high domain authority, strong user traffic, and plenty of positive reviews. Being listed in reputable directories will improve your off-page SEO, alongside the other tactics we mentioned. Implement these off-page tactics to improve your online visibility and search engine rankings.