Question 1

How Do I Build Links?

Accepted Answer

Links can be built internally, by linking two of your own pages together, or externally, by connecting links with content from other websites. Of the two, external link building is decidedly more complex but can result in better domain authority. To build internal links, all someone needs to do is include the URL of one page in either the site’s menu or within the content of a page. This allows users, as well as Google, to understand the relationship between different pages on a site. As for external link building, look for authoritative figures in related industries who would benefit from linking your content on their website, and inquire about building a connection of links.

Question 2

How is SEO Different from Paid Ads?

Accepted Answer

SEO, or organic results, differs from paid ads, or Pay-Per-Click, in two main ways. First, the position of organic results differs from ad results on a search engine results page (SERP). Ad results always appear at the very top and very bottom of  the SERP. On average, around 2-3 will populate in these spots depending on the search. Organic results appear in between the paid ads. The second biggest difference is the cost of visitor traffic. PPC ads have a pre-determined cost that the site owner must pay Google each time a user clicks on one of their ads. Organic traffic, on the other hand, has no direct costs associated with the number of visitors that click on their site.

Question 3

Why Does a 404 or Technical Error Affect Rankings?

Accepted Answer

404’s and other technical errors are a common and unavoidable occurrence on the internet. Typically, having a few 404 errors will not impact a site’s rankings in any significant way. However, if a site has too many 404 errors, search engines may develop a negative impression of the site and stop indexing this site’s pages. This can result in two serious issues: loss of traffic volume and dead links. Visitor traffic is one important factor in SERP rankings, and a considerable decrease can drop a site’s rankings by a large amount. 404 pages also do not pass on backlink authority, so any quality links from a page that 404’s will no longer contribute to the site’s authority and hurt rankings as well.

Question 4

Does Social Media Affect SEO Actual Rankings?

Accepted Answer

Social media can affect SEO actual rankings but not directly. Google has stated in 2014 that direct social signals, such as likes and shares through social media platforms, does not affect actual rankings on the search engine results page (SERP). What social media can do, however, is be an amplifier for other important SEO factors, such as backlinks, click-through rate (CTR) and content quality and authority. Producing high-quality, consistent content that receives attention through the various social media platforms allows for better online visibility for your brand, and subsequently, your website. This helps create more backlinks if your content is being shared, and more visits to your website directly from a social post.

Our Blog

What Google’s Updated AI Content Guidelines Mean for Your SEO Strategy

What Google Business Profile Review Appeal Delays Mean for Your Online Reputation

Google Maps Now Requires Sign-In to View Reviews: What It Means for Your Law Firm

AI Overviews Are Now Auto-Expanding into AI Mode: What This Means for Law Firm Search

Google’s New Passthrough URLs: What Law Firms Should Know

The September 2026 Google Business Profile Insights Outage: What Law Firms Should Learn From It

The September 2026 Google Spam Update and SAFE: What Businesses Should Know

Google Search Console’s Generative AI Performance Report Is Rolling Out to Everyone

Google Search AI Mode Now Runs on Gemini 3.7 Flash: What Law Firms Should Know

Google’s August 2026 Search Volatility and Spam Update: What Law Firms Should Know