Backlinks are still one of the most powerful ranking signals in Google’s algorithm—and that’s especially true for law firms competing in saturated local markets.
But not all backlinks are created equal.
The wrong ones can do nothing (or worse—penalize your site).
The right ones, however, can push you to the top of Google Maps, drive real leads, and help you outpace your competitors.
This guide shows you exactly how to get backlinks that move the needle, with a laser focus on strategies that work for lawyers.
Why Backlinks Still Matter in 2025
Even with AI Overviews and evolving algorithms, backlinks still send trust and authority signals to Google. Especially for competitive YMYL niches like legal, where content alone isn’t enough.
A backlink is a vote of confidence from another site. The more credible, local, and niche-specific those votes are—the better your chances of ranking.
Google uses backlinks to:
- Evaluate authority and topical relevance
- Identify trusted sites in a niche (like legal)
- Cross-reference local prominence for map rankings
What Makes a Good Backlink?
Not all backlinks are valuable. The best links for law firms share a few characteristics:
- Relevance: Legal, local, or related to your practice areas
- Authority: From trusted domains (news, .gov, .edu, high-DA sites)
- Placement: In-body editorial links are stronger than footers or sidebars
- Anchor Text: Descriptive but natural (avoid over-optimizing)
Examples:
- A link from a state bar association directory
- A guest post on a local news site about a recent case
- A scholarship page link from a university you sponsor
Link Building Strategies That Work for Law Firms
Here’s what actually works in 2025:
1. Legal Directories
- Justia
- Avvo
- Super Lawyers
- FindLaw
- Martindale-Hubbell
2. Local Sponsorships
- Sponsor youth sports, community events, legal clinics
- Get listed on their sites with follow links and logos
3. Scholarship Outreach
- Create a unique scholarship and pitch it to .edu sites
- Use outreach templates to land inclusion in their lists
4. Guest Posting
- Pitch legal-related articles to local media, bar blogs, or professional groups
5. Legal Associations & Alumni Groups
- Many have membership directories with backlink opportunities
Avoiding Toxic and Spammy Links
Avoid:
- Fiverr gigs promising “1,000 backlinks”
- PBNs (private blog networks)
- Link farms and non-niche foreign blogs
Use tools like Ahrefs or SEMrush to audit your backlink profile and disavow toxic links.
If you didn’t earn it, and it’s not relevant or trusted, it’s not helping you rank.
Top Legal Directories for Authority Backlinks
| Directory | DoFollow | Domain Authority | Notes |
|---|---|---|---|
| Justia | ✅ | 89 | Free and paid profiles |
| Avvo | ✅ | 80 | Reputation-based ranking |
| Super Lawyers | ✅ | 73 | Great for E‑E‑A‑T signals |
| FindLaw | ✅ | 91 | Paid listings only |
| Martindale-Hubbell | ✅ | 75 | Peer-reviewed lawyer rankings |
Real Outreach Examples and Templates
Use personalized, specific messages when reaching out for backlinks.
Example Template – Scholarship Outreach:
Hi [Name],
I noticed you maintain a list of scholarships for students on [their site]. Our law firm recently launched a $1,000 legal studies scholarship and would love to have it considered.
Here’s the link: [your scholarship page URL]
Thanks so much for supporting students!
Mini Case Study: How One Link Got 12,000 Views
A Houston-based law firm sponsored a local university’s criminal justice event. The school linked to the firm’s page in the event recap blog.
That single link:
- Sent over 12,000 referral views over 8 months
- Was picked up by local media (generating 4 additional links)
- Helped the firm rank #1 for “Houston criminal defense lawyer” within 60 days
Metrics That Actually Matter
Ignore vanity metrics. Focus on:
- Referring Domains: More unique sites > 100s of links from the same one
- Topical Relevance: Is it legal or local?
- Anchor Text Distribution: Mix of branded, URL, generic, and partial-match
- Traffic: Backlinks that send real users are the best kind
Free Download: Backlink Outreach Kit
Grab a done-for-you package:
- Outreach email templates
- Scholarship pitch letter
- Legal directory checklist
- Toxic link disavow template
Get a Custom Backlink Strategy for Your Law Firm
Don’t waste time chasing dead links or shady networks. Let’s build a custom backlink acquisition strategy that’s safe, scalable, and effective.
👉 Schedule Your Free Consultation Today
Want help building backlinks, fixing toxic links, or auditing your existing link profile? I’ve helped personal injury and criminal defense firms outrank competitors using clean, Google-approved link strategies.
Let’s work together.