» Link to Relevant Website Pages

Link to Relevant Website Pages

Posted on: Jan 8, 2014

Thinker Thought Cloud Information Words News MessageIt’s rare that a legal marketing team links a news release to any page but its firm’s homepage. Usually, marketing teams assume that homepage links are the most direct, and therefore make the most sense. Indeed, they did make the most sense at one time. But times have changed (and so have Google algorithms).

Continuous links to the same page — whether to a home, landing or other page — may now leave you penalized in search engine results. If your law firm wants to keep its rank steady and rising, follow Google’s current guidelines: link directly to the most relevant page on your website.

That link must be a plain URL, not one with a keyword buried in it. For instance, your link needs to look like this:


Keyword linking does not improve your chances of catching search engine attention. With the latest changes, stick to linking a news release to a relevant subpage. In so doing, you’ll make certain your law firm’s website retains and increases its ranking.

If you are a personal injury lawyer, and your firm publishes a news release about car and trucking accidents, you do not want to link to a page that deals with medical malpractice and wrongful death. There is no relevance in that link. These days, search engines know that. Think first about your news release’s content and context to match it up with the proper page for the individual case.

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Posted in News Publishing, Press Release Writing

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