There is no doubt that link building is now the powerhouse to stronger search engine rankings. For law firms with regional SEO focus, or those who are optimizing for locally-targeted practice areas (e.g. "Dallas business litigation lawyer,") the strategies for link building come in many forms.
It is not only important to consider what sources for link building a law firm should use, but also how links are built. In this article we discuss a great linking strategy for lawyers who have a local SEO focus. To learn more about the general practice of link building, read this post about SEO link building tips for lawyers.
Before we can define partial linking, we must first define "anchor text." Anchor text is used to define the visible words that are displayed in a link. Using customized (or optimized) anchor text substitutes the need to use the URL for the link. As a result, a search engine spider can better evaluate the keyword relevancy of the anchor text to that of the webpage’s content. This is a big factor in SEO, for it makes websites more popular on certain keyword phrases.
The practice of partial linking means using only a part of the link destination's keyword target in the anchor text. For example, a law firm web marketing blog wants to build an optimized backlink to a website for a corporate lawyer based out of Boston. The blog writer could script the link's anchor text to include all keyword in the targeted search phrase (e.g. "Boston corporate lawyer" or "corporate attorney in Boston.") However from a partial linking perspective, the blog could publish the anchor text to include only the city "Boston," or perhaps only the practice of "corporate" law, in the link.
Some might ask, why script the anchor text of link to read only a portion of the true keyword target? For one, SEO is long-term endeavor. Google interprets websites based on single words and the density of those single words. Although keyword phrasing is important, becoming more relevant on single words is sound strategy for local Internet marketing and long-term link building.
The homepage in particular is the most important page of a website when it comes to SEO. The home domain supports a number of keywords, and may be relevant on several un-related terms. Partial link building is highly effective for backlinks pointing to the homepage. This helps to focus the keyword relevancy of site one word at a time. And although this might appear less efficient than linking with a full keyword phrase, the result can support greater, long-term rankings on both local and globally-targeted keyword phrases.
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