Authority is the hardest of the three factors to earn and the only one that can get your site penalized. It is also the one that decides who wins a contested personal injury market. We treat it accordingly.
It is one of three factors behind our SEO for law firms, alongside content and technical work.
Other sites vouching for yours. In a contested personal injury market it is usually what separates the firms on page one from the firms on page two.
Legal directories, local institutions, press and accurate profiles everywhere the firm appears. Earned, not bought.
Which page a link lands on, and what the text around it says. Get the anchor profile wrong and you look manufactured.
Auditing what is already pointing at the site and disavowing what should not be. This is where most firms have quietly damaged themselves.
Authority is not a project you finish. The first months are about repairing and establishing; after that it is a steady, deliberate drip that compounds.
Everything currently pointing at the site, graded. What is helping, what is doing nothing, and what needs disavowing.
Directory and social profiles claimed, corrected and consistent. Free, unglamorous, and skipped by almost everyone.
Which pages need authority, which anchors are safe, and what your competitors have that you do not.
A steady rate that looks like a growing firm rather than a campaign. Speed here is what triggers penalties.
Monthly monitoring for links you did not ask for, and a growing profile that gets harder to catch every quarter.
Authority takes the longest to build and holds the longest once built. It is the part of the strategy a competitor cannot copy in a quarter.
Toxic links disavowed, directories claimed and corrected. Nothing visible yet, but the risk comes off the table.
The score starts climbing and the pages we targeted begin shifting on the terms that matter.
A stronger profile makes every new page rank faster. This is the point where the earlier work starts paying for itself.
Every prospect is reviewed by hand before we go near it — the site, its own profile, and whether a link from it would look natural. Tracked in Google Sheets, alongside what your competitors are earning.
Links to a slow site, or to a page that does not answer the question, are links spent badly. Authority is one of three, and it works hardest when the other two are already right.
Crawlability, speed and schema. A stray noindex or a slow server can hold a practice area back indefinitely, and none of it shows up in a content audit.
Technical SEO →Pillar pages per practice area, written for the person deciding who to call and the system deciding who to show. Reviewed against real search data, not published and forgotten.
Content for law firms →A backlink audit on your firm: what you have, what is a liability, and the gap between you and whoever is ranking above you. Yours to keep either way.
We'll put your report together and email it over within two business days.
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IN YOUR REPORT
1
Where AI sends people
Whether AI answers name your firm, or somebody else
2
Who's showing up instead
The firms being recommended in your market
3
Your search footprint
Rankings, map pack, and paid coverage alongside it
4
What to fix first
The gaps ranked by what they'd be worth to you