SEO Authority, Relevancy & Partnership: The Recipe to Top Rankings

Services: Law Firm Website Design . SEO . Internet Marketing . Law Firm Marketing Guide . Content Marketing . PPC

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Google determines search rankings largely on the relevancy of your content and authority of your backlinks. There are also many other additional ranking signals to determine these rankings such as social, engagement, domain, and page-level metrics. But overall, the goal of an SEO campaign is to make your site rank highly through quality, in-depth content and to build your authority through quality backlinks (and sometimes usability).

In order to stay competitive, it’s important to engage in building a better web presence for your company. It’s also vital to form a partnership with your SEO company in order to achieve successful results. By following these guidelines and investing in new content, links and upgrades, you will succeed long-term.

BUILDING RELEVANCY – Content Planning, Editing and Writing (Content Marketing)

Relevancy is all about your content.  In search marketing, you need the proper website content to support your campaign, rank high and drive business.  Unique, valuable information and educational content drives traffic because people want to read it, respond to it, and share it: content marketing.

At PaperStreet, our team of SEO writers craft content that is web-friendly, properly optimized and customized to meet our client’s goals according to their specific plan. Although limitations apply depending on the client’s chosen plan, for every campaign we ensure website pages are written to attract traffic to the site while promoting their brand and delivering their message. This process includes:

  • Structuring pages for the web and establishing an ongoing content plan.
  • Researching and writing pages to support the SEO campaign.
  • Editing and proofing pages to incorporate client feedback

Adding content on a regular basis is also important. Companies that blog attract 75% more traffic to their websites. Most of our SEO plans include turnkey monthly blogging services from topic conception through writing and posting. Blog posts should be uniquely optimized and customized to each practice area and geographic market.


Simply put: you can no longer build simple links, you must build an overall authority.

In the past, getting simple and direct links was all it took to lead authority to your website. Those days are gone – building a proper backlink profile is now multi-faceted and more intensive than simple link building and requires more research, legwork, time to complete, and time to mature. While this may result in fewer links per month, these links will be of a much higher quality.

Authority is based on the quality of backlinks to your site. Even though direct linking remains part of the equation, these links no longer hold the exclusive power.

Developing a backlink profile in 2016 and beyond, means whatever leads back to your website must be of substance and of quality; and not just a simple link and definitely not just quantity. A quality backlink requires that it is natural (not forced) and makes sense to your practice or industry. Also, a diverse backlink profile is more valued than not: a multitude of backlinks from separate sources or domains is more valued than a multitude from the same location.

Depending on your business and specific goals, a well-rounded backlink profile can include (but is absolutely not limited to):

  • Local Listings (local business directories – great for map rankings)
  • Testimonials
  • Reviews
  • Video Marketing
  • Social Media
  • Guest Articles and Blogging Opportunities;
  • Real World Opportunities (sponsoring events, seminars, scholarships; vendor partnerships)
  • Backlink Analysis (bad/ toxic backlink removal)
  • Competitor Analysis
  • Direct Quality Link Building (including some paid directories)


Internet marketing is a partnership. When our clients regularly meet with us and act on our ideas, they rank higher. While we handle 80% of the work, we look to our clients for input on content, budget, and general assistance and feedback. It is important to meet with your SEO company regularly to discuss ideas and make sure the campaign is meeting your business goals.

Interested in an SEO campaign? Give us a call today and let us know how we can build your brand.

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