A quick sketch of the top law firms online in Albany and the cracks in their strategies. Here we go:
In the number one spot for the search “Albany personal injury lawyer”, Anderson, Moschetti and Taffany’s site has 120 backlinks coming from 31 referring domains. These are very low backlink numbers for a website in pole position.
They’re also in the top 10 for “Albany car accident lawyer” – in the 6th spot. Nice job guys!
How did they do it?
We know that backlinks from the homepages of relevant and authoritative sites are the most powerful.
Also, a backlink from the homepage of a non-law related site, as long as it’s not paid or spam, might be stronger and more valuable than a handful of backlinks from the weaker internal pages of law related sites. (a tested theory)
They have 7 backlinks from the homepage of http://www.firecracker4.com/ – this is a Saratoga Springs High School running site. They’re not getting high relevancy scores from these links, but there might be some value, because they’re on the homepage. The homepage of firecracker4 is a DA:24 (not strong)
The rest of the backlink profile looks pretty good: diverse, decent directories, relevant. This is why they’re number one.
With a page authority of 42 (out of 100), this is actually a more powerful site than amtinjurylaw.com (above). amtinjurylaw.com is more relevant, which comes from their onsite content and SEO components.
oalaw.com has more/better backlinks. 1,125 with 123 referring domains compared to 120/31.
Backlinks play a huge part in ranking, but there are lots of other metrics and ratios to look at. We must also look at trust flow, citation flow, and anchor text ratio.
– Citation Flow is a number predicting how influential a URL might be based on how many sites link to it.
– Trust Flow is a number predicting how trustworthy a page is based on how trustworthy the sites linking to it are.
– Anchor text ratio is the actual text used in creating the hyperlink, and it needs to be under 4% for exact match keywords.
Overall, oalaw.com has pretty nice looking metrics, hence it’s placement online.
Here’s a little info to help you understand the analysis:
A “backlink” is when another website links to yours. Every link counts as a vote in the eyes of Google, so sites with a healthy backlink profile dominate their market online.
Note: not all backinks are equal. Backlinks need to be relevant and authoritative. A website with 10 great backlinks can outrank a website with 500 average backlinks.
I chose Albany personal injury law firm websites for my analysis, but a backlink analysis is the same for criminal law, family law, real estate…any law specialty.
Websites with clean SEO and quality backlinks win online, always.
In the 5th position (I’m only including law firms in my analysis, not directories that are taking up a few spots) is E. Stewart Jones.
250 backlinks coming from 77 referring domains. Trust, citations, and anchor text ratio look good (anchor text ratio looks fantastic), and their onsite SEO looks good.
Here’s an opportunity to talk about SILOing your site, because esjlaw.com’s got it right. (and that rhymes)
A SILO is a link funnel. It forces all the power from incoming links into the parts of your site that need it most. Jones also does criminal defense, but notice there are zero criminal defense links in this SILO: http://www.esjlaw.com/ny-personal-injury-law-firm
ALL of his PI pages are in the sidebar, so his PI backlinks can be focused on ranking these terms.
note: there are other important steps to creating an even tighter funnel which he left out. I bet he would get even better results if he made a handful of changes to his SILOs.
Hope you enjoyed the analysis. Feel free to call me if you have questions. 212-960-8584
Tom Desmond – Co-Founder of ApricotLaw