I get emails from our clients constantly about other websites wanting to exchange links.  Basically, these other webmasters want to my client to put a link to the webmaster’s site and the webmaster will put a link to my client’s site.  In theory, this sounds like a great idea – you have an inbound link, which is great for your law firm’s website search engine optimization.  But don’t reply with a quick “sure”!  We almost always tell our clients to emphatically say “NO!” and here’s why:
 

  1. While the other webmasters may say that they are going to put up the link, they may not actually do so.  Or, if they do, they may take it down, which totally negates the entire process.
  2. By having a link to another person’s site, it is basically like you are endorsing that firm.  If you have no idea who this other firm is, why bother letting your clients know about them?
  3. Inbound links are more powerful if they are not reciprocal links.  This goes back to number 1 and why the other firm may remove your link.
  4. Inbound links are more powerful if they are relevant.  For example, if your Better Business Bureau or local bar association will have a link to your site, that is considered relevant.  However, if a Japanese telephone manufacturer has a link to you, it is unlikely to be relevant and thus not help you too much.

Now, all of that said, if you have someone that you want to endorse or that wants to endorse you, feel free to exchange links.  But don’t agree to exchange links with Joe Smith in Australia in the hopes that it helps your placement.  Your law firm internet marketing campaign should always have your best interest at heart; if someone is offering you a link exchange for free - ask yourself what is in it for them.