Law Firm Search Engine Ranking & Reciprocal Linking

By Bob Schwartz, CRS, GRI ©2007 Promotions Unlimited All rights reserved.

This material is subject to copyright and any unauthorized use, copying or mirroring is prohibited.

The popularity of your law firm’s site is an important quality the search engines consider when listing relevant sites in response to a search. Search engines will go through a website, and store pertinent information about that site, including the links to other websites.

The larger amount websites it finds with your URL in the code, the higher your site popularity is ranked. This is not something you can easily maintain, and for some nearly impossible.

Search engines are still the top effective means of Internet legal site promotion.

True law firm reciprocal links will have a direct effect on your law firm’s web site.

Your Law Site Must Grow In PopularityReciprocal link exchanges are a mutual agreement between one site owner and another, whereby owner 1 puts owner 2's site URL on his website, and in exchange owner 2 will {{display|convey|exhibit|show} owner 1's site on his.

According to search engine optimization experts, follow 2 basic rules when considering trading links.....

An outgoing link is like a vote for another website. Have too many links and the value of the vote diminishes. Search engines recommend a maximum of 20 outgoing links per webpage in order to 'pass PageRank' to the link advertisers.

•RULE #2 Your link must be on a webpage editorially applicable to your website.

Too many webmasters make the mistake of exchanging links based solely on PageRank. The real number one criteria really should be a similar themed site. Search engines will immediately recognize your link is out of context if you do not follow this rule. Instead of helping your ranking, out of theme links will hinder your standings. Legal sites should only exchange links with other legal or legal related web sites.

Below are incoming link graphs for our San Diego lawyers directory and our Los Angeles – Orange County lawyers directory.. As you will see, it takes thousands of links to be on page one of the search engines.

A basic way to start or boost your quality incoming legal links is through our free legal linking program. For full details, please click: legal law firm linking program.

In many areas, the Internet is allowing for many more qualified legal client prospects than any other advertising media.


Bob Schwartz, is the founder of Promotions Unlimited, an Internet legal directory (CA, TX & Las Vegas) publisher and search engine placement technology analyst. You can contact Bob via e-mail at or visit his San Diego legal directory at:


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