Definition
A backlink is a link from another website to yours. Search engines treat relevant, editorially earned backlinks as a signal that other sites trust your content. For law firms, links from legal publications, local news, bar associations and universities carry the most weight.
Why it matters for law firms
In competitive legal markets, the firms that rank at the top usually have stronger link profiles than those below them. But quality matters far more than quantity: a single link from a respected local newspaper can be worth more than hundreds of directory or spam links.
Example
A medical malpractice firm publishes original analysis of state malpractice claim data. Local news outlets and a law school blog cite it, earning links that lift the firm's practice pages for competitive terms.
How to improve it
- Create resources others want to cite: data, guides, local legal analysis.
- Offer attorney commentary to journalists covering legal topics.
- Earn links from bar associations, local organisations and sponsorships.
- Avoid buying links or using link networks.
Need help with this?
Legal Link Building
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026