The Role of Backlinks in Law Firm SEO: Still Relevant?

In the constantly evolving world of digital marketing, search engine optimisation (SEO) has become an integral component for law firms looking to grow their online presence and attract new clients. Of the many factors that influence SEO, backlinks remain one of the most debated—and misunderstood. Some claim they are losing importance, while others argue that backlinks are more crucial than ever. For solicitors, barristers and law firm marketing teams, understanding the true role of backlinks in SEO is key to gaining a competitive edge.

This article explores the current state of backlinks within the realm of law firm SEO, how they affect your firm’s visibility, and how solicitors can strategically leverage them to grow their practice amidst increasingly fierce online competition.

What Are Backlinks and Why Do They Matter?

Backlinks, also known as inbound links, are links from external websites that point to your law firm’s website. Essentially, these links act as endorsements—signals to search engines that your content is trustworthy, authoritative and valuable. The more high-quality, relevant backlinks your site receives, the more likely it is to rank highly in search engine results pages (SERPs).

For law firms, this can translate directly into increased visibility, higher client enquiries, and improved online authority. And while Google’s algorithm has undergone many changes, backlinks have consistently been a significant ranking factor since the search engine’s inception.

Pro tip: Not all backlinks are created equal. A single link from a respected legal directory or reputable industry publication can be far more valuable than dozens of links from irrelevant or low-quality sites.

Backlinks Still Matter in 2024—and Especially for Law Firms

There’s no denying that Google has become much more sophisticated in evaluating backlinks. With the advancement of AI and natural language processing, Google can now assess the context and content surrounding a link, evaluate topical relevance, and detect manipulative linking practices. Yet, even with these changes, backlinks remain central to SEO success, particularly for local professionals such as solicitors and law firms who rely on trust and authority as core business values.

For law firms, backlinks do more than just boost rankings; they underpin digital trust. Legal services require a high degree of credibility. Potential clients seeking legal representation want assurance that the firm they choose is reputable and recognised by others in the field. Backlinks from respected industry sources, academic institutions, chambers, and media publications can lend serious weight to your digital footprint.

The Types of Backlinks Law Firms Should Be Pursuing

Not all backlinks drive equal value, particularly in the legal industry, which demands relevance and trust more than volume. There are several key types of backlinks legal professionals should work to acquire:

• Industry-specific directories: Listings in directories like The Law Society, Chambers and Partners, and other legal directories are both credible and relevant.
• Local business listings: These help bolster local SEO, especially for firms targeting clients in specific regions or jurisdictions.
• Academic and legal institutions: Citations or links from universities or legal research bodies offer unmatched authority.
• Media coverage: Being quoted or featured in news articles, legal journals or trade media brings strong SEO as well as real-world exposure.
• Guest articles and thought leadership: Publishing insightful legal content on reputable websites can position your firm as an expert while organically earning backlinks.

Building Backlinks the Right Way

Backlinking is not about quickly accumulating as many links as possible. That practice, often called link farming or black-hat SEO, can lead to penalties from Google and do more harm than good. Instead, law firms should aim to earn backlinks through legitimate efforts that build genuine interest and collaboration across the legal sector and beyond.

An excellent place to start is by creating remarkable content. This could be a comprehensive article on a legislative update, a whitepaper on case law implications, or a regional guide for clients navigating a legal process. Exceptional, useful content naturally attracts links from other professionals who find it valuable.

Another effective tactic is digital PR. By reaching out to journalists, legal bloggers and editorials within your firm’s area of practice, you offer insights or case commentary that may be included in their stories, often accompanied by a link. In many instances, PR-driven backlinks outperform traditional outreach methods, especially when combined with trending topics or high-profile legal cases.

Pro tip: Responding to media requests via platforms like Help a Reporter Out (HARO) can quickly earn authoritative links if you’re quoted as a legal expert.

Link Relevance: Why Context Matters More Than Ever

Search engines not only evaluate whether a backlink exists, but also consider where it’s coming from, the anchor text used, and the on-page topic context. For instance, if a family law solicitor receives a link from a parenting or social welfare website discussing custody issues, that link is considered highly relevant by Google. Contrast that with a backlink from a generic marketing blog—it carries far less weight and credibility.

As such, when law firms seek link opportunities, they should place a strong emphasis on relevance. Ask questions such as: Is the linking page related to legal services or a client’s journey? Is the content surrounding the link relevant to my practice area? Is the domain considered reputable within its niche? These questions ensure your link profile stays clean, natural and beneficial long-term.

Competitive Advantage Within the Legal Space

Law firm SEO is highly competitive. Many law firms, particularly in areas like personal injury, family law, and corporate law, invest aggressively in digital marketing. If your competitors are earning backlinks from strong sources and you’re not, it’s likely they will outrank your website on the SERPs, regardless of your other on-page efforts.

One of the things that separate top-performing websites from others is the depth and quality of their backlink profile. Law firms that consistently rank well often have dozens if not hundreds of backlinks from trustworthy domains. These links gradually build ‘domain authority’, which then helps even new pages rank quicker and higher, giving your firm a long-term digital advantage.

Understanding Dofollow vs. Nofollow Links

Backlinks can either be “dofollow” or “nofollow”. Dofollow links pass SEO value from the referring website to the linked page. These are the SEO gold standard. Nofollow links, on the other hand, include a piece of code that tells search engines not to transfer ranking value from their domain to yours. However, that doesn’t mean nofollow links are entirely worthless. They can still drive traffic, boost brand visibility, and occasionally contribute to rankings when part of a natural-looking backlink profile.

Google’s recent algorithm updates even suggest growing nuance in how nofollow backlinks are treated. For example, links from prominent media sources—even if nofollow—may still feed trust signals into your site’s overall authority.

Monitoring and Auditing Your Backlink Profile

Just as important as acquiring new links is maintaining the health of your existing backlink profile. Law firms should periodically audit their backlinks to remove harmful or spammy links that could be damaging to their rankings. Tools such as Ahrefs, SEMrush or Google Search Console allow marketers to analyse link sources, assess domain authority, and detect any unnatural activity.

If you’ve ever worked with an agency or freelancer who performed aggressive or questionable link-building in the past, it’s highly advised to conduct a thorough audit. Removing harmful links through Google’s disavow tool can often result in a noticeable rankings improvement over time.

Fresh Perspective: Backlinks as a Business Development Tool

While viewed primarily through an SEO lens, backlinks offer broader benefits. When your law firm earns a link from a respected source, it isn’t just about SEO points—it’s an invitation for new people to discover your expertise. A link in a barrister’s chamber newsletter, for instance, might attract attention from peers and open doors for collaboration. Similarly, content hosted on an academic institution’s site can introduce your firm to students, researchers or legal peers looking to network or co-counsel.

Pro tip: Use backlinks as part of your larger business development strategy. Keep track of which content earns the most links and replicate that success in other practice areas.

How to Get Started with a Sustainable Link-Building Strategy

Many law firms are understandably cautious about engaging in link-building. It’s not uncommon to feel uncertain about where to begin or worried about violating Google’s guidelines. But with a measured and long-term approach, law firms can safely tap into the power of backlinks while building real credibility across the web.

Start with content. Then begin targeting backlinks from known sources in your area of law, such as publications, associations, and niche websites. From there, track performance using robust analytics and refine your outreach accordingly. Transparency, authenticity, and professionalism are critical—both in your writing and in your engagement with link partners. If executed well, a strong backlink portfolio can lead to exponential gains in queries, conversions and ultimately, client retention.

Final Thoughts: Are Backlinks Still Relevant for Law Firms?

Absolutely. Backlinks remain not only relevant but pivotal for law firm SEO in 2024. Though their role has evolved and their strategic value demands more precision, they are still critical signals of authority and trust. As the digital space becomes ever more saturated, backlinks represent a powerful differentiator for solicitors and legal practitioners willing to invest in their long-term online visibility.

A law firm’s online authority cannot be faked or purchased overnight—but earned, one credible link at a time. For firms invested in the future, backlinks are not just a technical SEO factor—they are a strategic business asset.

If you’re seeking professional support to elevate your online presence, work with a trusted SEO agency for law firms.