Online Marketing Tips for Lawyers: Avoid Link Building Scams

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October 26, 2009 – Creating a network of quality, in-bound links is a fantastic way to drive traffic to your website as well as build your online reputation and increase the page ranking of your website for search engines like Google. Of course, when it comes to link building a lot of people want to take short cuts which has given rise to one of the most pervasive SEO scams out there, the link building scam.

The truth is, there are more scam link building services out there than legitimate ones. If a company contacts you and says they can get you hundreds of “high authority” inbound links each month for $200, they are a scam. If they promise to submit your website to “thousands of directories” and the like, they are a scam that at best will only get you low-quality back links that can cause search engines to penalize you, zap your page rankings, and in some cases, cause irreversible damage, meaning you will have to scrap your entire website and start over again.

Yes, it can be that bad.

These link building scams take your money and then either create free web pages on multiple social networking websites (usually with duplicate content) that link back to your website (these pages have no rankings and hurt your website, not help it), and/or create back links to your company through other ineffective, illegal, and low-quality web pages that have nothing to do with your legal practice or geographic area (which also penalize your website).

Quality inbound links come from websites that #1 – have a decent page rankings, and #2 – are in some way related to your website’s purpose.

For example, let’s say you are a personal injury lawyer with an article on your website about common injuries and treatment options for car accident victims. A good inbound link would be from a local physical therapy office that treats victims of car accidents. A bad inbound link would be from a company in India that sells gardening supplies. There is no reason why an international gardening supplies website should back link to an article about car accident injuries, but when you invest money in link building scams, those are the sort of backlinks that you get (if you get any).

As a lawyer, you know that when something sounds too good to be true, it usually is. Link building takes a lot of time and resources, which can be a pain; however, throwing away money on a scam that will only cost more money in long run to repair all of the damage is much, much worse.

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