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Internal links on law firm websites are the links that usher website visitors from one page to another, within the same domain. Internal links allow website guests to move from the home page to the FAQ page, to a website article and back again. Internal links keep individuals within the website, while external links transport a visitor from one website to another. Internal links allow visitors easy travel from page to page, but these links also add structure and cohesion to a law firm website, and confirm a website’s value to search engines. Adding internal links to a website is one of the best kept marketing secrets, and it can make a big difference. One of the best ways to enhance a law firm’s online visibility and overall quality is to include more internal links.
Internal Link Benefits
Internal links on law firm websites are important elements for many reasons, and the best thing about them is that the website owner has total control over them. Internal links help users, search engines and your entire website structure. They allow readers to navigate their way around, increasing the probability that they will find useful information and stay longer. Internal links boost older content into focus and establishes a stronger website structure that connects and gives cohesion to your entire site. Specifically, internal links on law firm websites are beneficial in the following ways:
Internal Links Assist Potential Clients
Internal links on law firm websites give your potential clients a better user experience. If you have written several articles on legal topics, try providing links for your visitors, so they can view further topical information if they wish. Without internal links, website guests sometimes land on only the most recent pages, missing older content that would perfectly suit their needs and answer their important questions. When you add internal links, you can match visitors with the information and additional details they are searching for. If a website visitor is searching for general information on estate planning, and you have added internal links to all related articles on your website, this extra information may cause a visitor to have more questions, leading to more research on topics they had not initially considered. All of this helpful information establishes you are an authority and makes it more likely for a potential client to trust your law firm with their unique issues and contact you for more help.
Internal Links Maximize Search Engine Discovery
Internal links keep website visitors moving around to find value, and this captures the attention of the crawling search engines. Depending on where the internal links lead, they can help the search engines determine where everyone is heading to find valuable content. If your website has a solid map of internal links, this makes it easy for Google to discover and index your published content, which is crucial for your website to be noticed in search results.
Internal Links Give Higher Page Authority
Page authority is an SEO-related term that measures how likely a certain page from your website will be found by a search engine. Page authority is connected with the quality and relevance of the information your website provides. Creating internal links is an excellent way to increase your page authority and increase traffic to your law firm website.
Add More Internal Links on Law Firm Websites
Because links are beneficial for both visitors and law firm business owners, here are are some simple ways to start placing more internal links on law firm websites:
Include Lots of Excellent Content
You may already be writing quality content for your law firm website, and adding value with a blog. If not, this is a great time to start, because a website rich in valuable content with a web of internal links brings in more traffic and hovers higher in search engine rankings. Decide what your most important content is, and focus on adding internal links to these pages.
Examine and Connect Content
Start investigating the content on your law firm website. Which topics have you written about and how can you group certain topics together via internal linking? Creating a map of your website can help you determine the structure, and make changes if needed. For example, you might have an older blog post that has been forgotten, but it contains valuable information that could be connected to current pages by internal linking. Here are three more tips for connecting pages with internal links:
- Link new content to established pages.
- Link popular pages with content that needs more visibility.
- Link content with pages that possess high authority and high conversion rates.
Use Smart Anchor Text
Anchor text is the word or phrase displayed in a hyperlink, usually appearing as underlined, blue text. Anchor text provides users and search engines information about where the link will lead. Optimal anchor text is natural, using keywords in context, and giving a visitor a solid idea about the link’s destination. Make every internal link unique, using natural common sense words that match up with where the link will take the reader. The best anchor text serving internal links on law firm websites is:
- Concise and to the point
- Suited to the link’s destination
- Specific, not generic, such as “click here.”
Build Internal Links Wisely
Internal links on law firm websites should be used in moderation. Technically, there are no limits to the amount of internal links a page can have, but most experts recommend no more than three or four to a page. This number may vary depending on the type of content, but the key is to assist and not overtax the reader. Also, avoid linking to unrelated or simply promotional content, which would be off-putting for visitors.
Perform Routine Link Maintenance
It is essential to check your internal links consistently, making sure they are working. Broken, or dead, links are those that do not take a visitor to the intended page. Broken links are frustrating for visitors and damaging to your marketing plan. They result in:
- Failed SEO. When people reach a broken link, they get discouraged and leave, leading to a higher bounce rate and a poor site rating.
- Annoyed visitors. When individuals reach a broken link and receive an error message, they doubt your website’s credibility and will probably exit.
- Broken Paths. Google’s bots cannot crawl pages that have broken links.
How Law Quill Can Help With Internal Links
Using internal links on law firm websites is a smart way to gain value at no cost. In contrast to external linking, internal linking puts the website owner in full control. The addition of internal links can create a more positive user experience, boost your rankings, and expand your digital presence. Creating useful, quality content is the core of successful internal linking, but the thought of producing it may be overwhelming. We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at [email protected]