Articles filed under Linking

Better backlinks by Joe the Goat Farmer

With Douglas Millar

“Growing the link profile of a website is critical to gaining traction, attention, and traffic from the [search] engines. As an SEO, link building is among the top tasks required for search ranking and traffic success.” Moz

The importance of link building

Approaching its 20th birthday later this year, Google is still the dominant search engine in the UK. As such, it continues to hold significant sway as to which law firms gain more clients than others through the internet. For those firms looking to take their online marketing to the next level, focusing on link building strategy should be a priority.

Website address by Descrier

The answer to this question is, of course, “It depends.” It depends on the context.

First, let’s get some terminology out of the way. We are all familiar with a domain name, like example.com. The bit in front of a domain name, www or whatever, is a subdomain. The domain name without any prefix is sometimes referred to as a “bare” or “naked” domain.

What’s the www for?

Originally the www subdomain prefix was intended to refer to the website within a particular domain, as opposed to other subdomains like ftp (referring to the file transfer site) and so on. Web publishers will now often use a subdomain to host their blog (eg blog.example.com) or for particular large areas of their website, such as areas of legal practice (eg commercial.example.com).

Links by Balrog Daemon

Links are fundamental to the web; without them it would literally not exist. So, it is surprising that legal advice on linking usually starts by counselling the linker that they should first obtain permission. See, for example, Linking and Framing on Out-Law.com (admittedly, that was 2008) and Think before you link on Pitmans’ Insights (2017).

Not only is this impractical, but also most sites are in fact keen for others to link to them for the attendant “eyeballs” and the “Google juice”. So, whilst strictly in law permission is needed, in practice we can assume permission if we link responsibly.