Search is changing faster than ever. Between Google’s AI Overviews, generative search assistants, and evolving ranking signals, law firms face a new reality: it’s not enough to just have a website. You need authority, credibility, and proof that other trusted sources recognize your expertise.
That’s why link building remains one of the most important SEO strategies, even in the age of AI.
While the tactics have shifted, the principle is the same: the more high-quality, relevant, and trustworthy sites that point to your firm, the more search engines (and AI tools) view you as a credible source of answers. For law firms competing in crowded practice areas like personal injury, family law, or business litigation, smart link-building can mean the difference between showing up in search, or being invisible.
Read More: AI Takeover of People Also Ask in Search and What That Means For Your Firm
Why Links Still Matter in the AI Era
Even as AI-generated summaries begin to dominate search results, Google and other search tools still rely on links to:
- Validate the trustworthiness of a firm’s website.
- Reinforce expertise and authority in niche areas of law.
- Provide geographic context, showing where a firm is rooted and respected.
- Help AI systems decide which sources to cite in answers.
Think of links as citations. If AI is trying to determine the most authoritative answer to “best medical malpractice lawyer in Pennsylvania,” it’s more likely to pull from firms that are well-cited across the web, not just those with keyword-rich pages.
Legal Link-Building Strategies That Work Today
1. Local Authority Citations
Building links from trusted local and professional organizations is foundational. These include:
- City or county business directories.
- State and county bar associations.
- Local chambers of commerce.
For AI-driven search, these links signal both location relevance and professional credibility, critical for law firms that serve clients in specific geographies.
2. Legal Associations & Thought Leadership
Lawyers can boost authority by contributing to:
- State bar journals and newsletters.
- Trial lawyer associations.
- University alumni publications or law school reviews.
These authoritative sources carry serious weight in both organic search and AI-driven rankings.
3. Media Mentions & PR
A well-placed media mention does double duty: it earns a valuable link and builds public awareness. Tactics include:
- Responding to journalist requests on platforms like HARO or Qwoted.
- Issuing press releases on firm achievements, verdicts, or thought leadership.
- Appearing on podcasts or in local news features.
AI tools are more likely to surface firms tied to real-world coverage and brand visibility.
4. Guest Contributions & Partnerships
Guest posting isn’t dead, it just needs to be strategic. Law firms can write or contribute to:
- Complementary practice area sites (e.g., estate planning + family law crossovers).
- Legal technology and innovation blogs.
- Local entrepreneurship or small business platforms.
These links tend to be more contextual and relevant, the exact kind AI values when selecting sources.
5. Case Studies & Data-Driven Content
Publishing original research or analysis can attract organic backlinks from journalists, bloggers, and even government or academic sites. Examples include:
- State-specific injury or divorce statistics.
- Deep-dive guides on complex processes (e.g., “Step-by-Step Guide to Filing a Workers’ Comp Claim in Wisconsin”).
- Case study analyses (anonymized but detailed).
This type of highly-linkable content not only attracts links but also positions the firm as an expert source AI can confidently cite.
Civille’s Approach to Link Building
At Civille, we know that law firms don’t just need “any” links, they need the right mix of organic, earned, and strategic placements that build real authority. We also know that some of the strategies we’ve listed above take time… time that you may not have as an active lawyer. And while we can’t be the same authority as you can about your practice, we do have a product set to help ensure that you are building links and growing your practice online in the age of AI.
That’s why we’ve built a link-building service specifically designed for the legal space, blending traditional authority-building with modern AI-era strategies.
Here’s how we do it:
1. Content That Earns Links Organically
We create highly-linkable blogs and long-form landing pages that naturally attract backlinks over time. These aren’t generic posts, they’re tailored to practice areas, optimized for Google and AI, and written with data, examples, and insights that other sites want to reference.
2. Earned Links Through Social Platforms
Our team strategically places deep links on social discussion platforms like Reddit and Quora. These links don’t just drive traffic, they also strengthen your site’s credibility in the eyes of search engines by showing real-world discussion and engagement. Reddit specifically continues to stand out as a source of information for AI search platforms.
3. Press Release Distribution
We craft and distribute press releases on behalf of your firm to highlight major wins, new hires, or community involvement. These press releases generate natural mentions and backlinks from media outlets and industry news sources.
4. High-Authority Network Links
Through Civille’s trusted network, we can provide links from high-authority legal and business sites that accelerate rankings and strengthen a firm’s digital footprint. These placements give firms an edge in highly competitive markets where organic link growth can take time.
5. Balanced Strategy for Long-Term Growth
What makes our approach different is balance. We combine organic strategies that compound over time with strategic placements that deliver immediate authority. This ensures your firm not only ranks today but continues to build trust with Google and AI-driven tools in the future.
Legal Link Building is Key for Your Firm
Link building in the age of AI isn’t about volume, it’s about quality, authority, and strategy. For law firms, the right approach combines local credibility, thought leadership, media coverage, and strategic partnerships.
At Civille, we help firms stay ahead by crafting link-building campaigns that work for both Google’s rankings and AI-driven search results. Whether it’s a long-form blog that earns citations, a press release that drives attention, or a placement on a high-authority site, our strategies are built to ensure your firm gets seen – and trusted – where it matters most.
