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What Are Internal Links And How To Use Them To Improve The Search Engine Rankings of Your Law Firm Website

Internal Links On A Chain

Photo by JJ Ying on Unsplash

With the content you already have on your law firm website, you may be looking for more ways to gain more visitors. After all, you’ve worked hard for your web design and content.

As the website owner, you might be wondering if there are tools already at your disposal to achieve this. You may be considering hiring an agency that offers SEO services and you might have already heard of internal links.  What is internal linking? And how can you use internal links to improve your website SEO?

An internal link is a hyperlink that connects one page to another within the same website. Since it is internal, the source and target page are in the same domain or site. So, in effect,  you are guiding your reader through the pages within your law firm website.

Since the reader is already on your website, will it still be beneficial to use internal links to improve your SEO?

Infographic by Moz

Ninja Outreach, through their case study,  found that internal linking can increase traffic by over 40%. Without any other optimization efforts at the time of the study, they set out to make the crawling experience easier for search engine robots from the main content pages.

It was established that internal linking strengthens the overall SEO value of your website. Not only does it create the paths for search engine spiders, but it allows a prolonged session for your users as well.

Using internal links strategically will enable you to send page authority or equity to important pages. Also known as the PageRank score, this algorithm may no longer be visible, but SEO experts and practitioners of SEO services still continue to keep this in mind as it remains part of Google’s ranking system. 

Capitalizing on the usefulness of internal links, let’s look at how we can use them to improve your law firm website’s SEO.

Search Engine Optimisation or SEO is the practice of optimizing your website to gain more traffic through organic means. The goal is to increase your site’s visibility by placing well in the search engine rankings.  SEO for law firm websites will help your company generate growth. And because it’s all online, there are multiple benefits of SEO for all types of businesses.

Here are ways to use internal links to improve your law firm website SEO:

1. Build your law firm website’s structure

Graphic by Search Engine Journal

Internal links give you a visual of your law firm website’s architecture.  From your main navigation page, you should know how links are formed to connect major pages to each subsection.

Let’s say you have a corporate law practice, and you’re grouping your blog articles. You have to ensure all articles about small corporations are linked to a high-performing general article about this topic.

It’s all about balancing how Google and your users find what they need on your law firm website.  You’ll then be able to discover the map you’ve created with your own links to and from your other content.  From this, you’ll get an idea of why some pages are ranking well and why some are not.

With the understanding of the flow of your law firm website,  you can now make appropriate changes.

2. Use internal links for a better reader experience

Photo by Priscilla Du Preez on Unsplash

Maybe the reader found your webpage by searching ‘divorce attorneys near me’.  By understanding the user intent for the keywords they entered, you can link past content that may be useful for them. So in this case, it would make sense to link your articles on annulment, spousal eviction, or remarriage.

More than search rankings, readers should be the primary concern when it comes to your internal links.  With SEO for law firm websites, the goal is to guide them to useful information by offering internal links. Thereby you are providing value to them as they spend more time on your law firm’s website.

User engagement is increased as they spend more time and view more pages on your website.  Content links communicate to both the search engine and the user that the content you’re linking to is really good.  With this action, you are helping both your reader and your SEO.

The Search Journal Engine suggests organizing content around topics, and not be too concerned that some content is multiple clicks deep. This way you can prioritize what gets top-level focus.

3. Share your homepage juice

Most likely, your homepage has the most authority on your entire website. This is because it usually has more links than your second most-linked to page. It’s good practice for SEO for law firm websites to link strategically from your homepage so pages that need more ranking can benefit from this authority.

4. Revive old pages

An old article about labor unions that may be rich in content can still be relevant now. Even though this might be from a year ago, surely, you have newer articles where you can internally link to.  Without producing new content, you are then able to generate more internal links.

5. Link deep for SEO success

Graphic by Contus 

In his article, Neil Patel says that the best links are found deep within the structure of a site. So make sure to strengthen internal pages rather than pointing more internal links towards the homepage. He also advises against linking to the ‘Contact us’ page unless absolutely necessary.

6. Use anchor texts wisely

It’s best to use descriptive keywords in anchor text like ‘Declaration under Penalty of Perjury’ to give readers an idea of what the source page is trying to target.

You’ve already determined that valuable information is linked to your anchor text. Make sure that the reader knows that as well. To keep things interesting and diverse, make sure to use different anchor texts each time.

7.  Create more content for your law firm website

Graphic by Ahrefs 

In order to link to more content, you need more content.

Keep writing more quality legal articles because that’s the foundation of SEO for law firm websites.  Do the hard work, and review your existing articles every so often to look for opportunities for internal links. Make sure you also keep them up to date for any recent legal amendments.


Internal links are useful tools that could help improve your law firm website SEO. They strengthen your SEO efforts by giving an architectural map to the website and it adds flow to the reader’s visit.

Now that you know what is internal linking, it’s now time to take advantage of it (without overdoing it). Doing so will be beneficial for you, the search engine spiders, and your readers.

Most agencies that offer SEO services will already have an action plan for internal linking on your website. Make sure you look into these when you work with SEO agencies for your law firm website.

If you need help in internal linking for your site, we’d love to have a discussion with you!

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