Employment law firms face a unique challenge: two distinct audiences searching with completely different keyword patterns. We helped a recent employment law firm increase organic traffic 148% in 7 months by securing 19 DR70+ editorial placements on legal, HR, and business publications that reach both employees and employers.
14 Years
in link building
70K+
placements delivered
0
Google penalties
Employment law has a structural challenge no other legal vertical faces: you’re serving two fundamentally different audiences with completely different search behaviors. Employees search terms like ‘wrongful termination lawyer,’ ‘workplace discrimination attorney,’ and ‘how to sue my employer.’ Employers search ‘employment law compliance,’ ‘HR legal counsel,’ and ‘workplace policy attorney.’ Building authority that ranks for both requires a deliberate dual-audience strategy.
The publications that influence these audiences are also different. Employees trust legal resource sites, consumer advocacy publications, and local news. Employers trust HR publications, business journals, and compliance resources. A link building strategy that only targets legal directories misses both audiences because neither group relies on directories to find employment counsel.
Google’s YMYL classification applies to employment law content because it involves workers’ rights, livelihood, and financial security. This means Google demands strong authority signals from trusted publications before ranking employment law pages. Generic backlinks won’t cut it — Google wants to see your firm cited on the specific types of publications that cover workplace rights, HR compliance, and employment policy.
Competition comes from multiple directions. Employee-side keywords compete against legal directories, government resources (EEOC, DOL), and employee advocacy sites. Employer-side keywords compete against HR platforms like SHRM, business publications, and compliance services. Breaking through on both sides requires targeted editorial placements on the publications each audience trusts.
We build a dual-authority profile that positions your firm as the trusted resource for both employees and employers — editorial placements on employee rights publications, HR and compliance resources, legal journals, business publications, and local news outlets that cover workplace issues.
Our anchor strategy for employment law clients uses employee-facing terms like ‘wrongful termination attorney,’ ‘workplace harassment lawyer,’ and ‘employment discrimination firm’ alongside employer-facing terms like ‘HR legal compliance,’ ‘employment law counsel,’ and ‘workplace policy attorney.’ Each anchor set is placed on publications relevant to that specific audience.
We target DR60-85 publications as our standard range. Employment law placements typically land on HR and workforce publications, legal journals covering employment topics, business publications, employee rights resources, and local news outlets. Every placement is editorial with genuine readership from one or both of your target audiences.
The content we create addresses both sides of the employment relationship. For employee-facing placements, we pitch workplace rights commentary and discrimination resource guides. For employer-facing placements, we contribute compliance analysis and HR best practices. Each placement builds the authority Google needs while reaching the specific audience that converts into retained clients.
We separately analyze the competitive landscape for employee-side and employer-side keywords. We identify which publications are driving rankings for each audience and map the authority gaps on both sides of your practice.
We build two interconnected publisher lists — one targeting employee-facing publications (legal resources, advocacy sites, local news) and one targeting employer-facing publications (HR media, business journals, compliance resources). Combined, they build comprehensive employment law authority.
Our content team creates workplace rights commentary and employee guides for employee-facing publications, plus compliance analysis and HR best practices for employer-facing publications. Each piece positions your firm as the authority for the specific audience it reaches.
You get a live dashboard tracking keyword performance for both employee-side and employer-side search terms. We show which placements are driving movement for each audience so you can see exactly how authority is building on both sides of your practice.
120-180%
organic traffic increase
16-22
DR70+ editorial placements
7 months
to results
Here's what a typical engagement looks like for clients in this space. An employment law firm representing both employees and employers came to us with decent rankings for employer-side keywords but poor visibility for employee-side terms. Their backlink profile was weighted heavily toward HR and business publications — great for employer clients but offering no authority signals for the employee-facing keywords that drive higher case volume.
We built a dual-track campaign targeting both audiences. Over 7 months, we secured 19 DR70+ editorial placements split between employee-facing publications (legal resources, employee rights sites, local news) and employer-facing publications (HR media, business journals, compliance resources). Each track used audience-specific content and anchor strategies.
The firm saw a 148% overall increase in organic traffic, with employee-side keywords showing the most dramatic improvement — moving from page two to positions 3-5 for their primary wrongful termination and discrimination terms. Employer-side rankings also improved, consolidating their existing positions. The firm’s intake team reported a significant increase in employee-side consultations, which they noted typically resulted in higher-value engagements.
When employment law changes, discrimination cases make headlines, or new workplace policies emerge, publications need expert commentary. We position your attorneys as trusted sources for both employee rights and employer compliance analysis on high-authority media.
“Senior attorney quoted in a national HR publication on new federal overtime regulations affecting employers”
Comprehensive guides on workplace discrimination, wrongful termination, and employee rights placed on high-authority legal and advocacy publications. These reach employees researching their options and earn links because they serve a genuine public need.
“Complete guide to filing a workplace discrimination claim published on a DR73 employee rights resource”
Strategic placements on HR publications and business journals that reach your employer-side audience. Content covers compliance updates, workplace policy guidance, and employment law best practices that HR professionals and business owners actively seek.
“Contributed article on preventing workplace harassment claims published on a DR75 HR industry publication”
Original research on employment disputes, workplace discrimination trends, and HR compliance data. Data-driven content earns links from HR publications, legal journals, business media, and employee advocacy organizations.
“Analysis of remote work employment dispute trends cited by 12+ HR and legal publications”
272+
Publishers Available
DA 69
Average Domain Authority
136
DA 70+ Publishers
379.0M
Combined Monthly Traffic
Our publisher network for employment law clients includes 180+ high-authority publications spanning DR60 to DR90+. Placements typically land on HR and workforce publications, legal journals covering employment topics, business publications, employee rights resources, compliance media, and local news outlets.
Every publication has a real editorial team and genuine readership from one or both of your target audiences. We specifically target publications that reach employees researching their rights and employers seeking legal guidance — building authority signals that drive rankings for both keyword categories simultaneously.
Employment law’s dual-audience challenge requires a link building strategy most agencies aren’t equipped to deliver. Generic legal SEO treats all your keywords the same, but employee-side and employer-side terms require different publication targets, different content approaches, and different anchor strategies. A one-size-fits-all approach leaves half your practice underserved.
We build separate but complementary authority tracks for each audience. Employee-facing placements land on legal resources, advocacy sites, and news outlets where workers research their rights. Employer-facing placements land on HR publications, business journals, and compliance media where business leaders seek legal guidance. Together, they build comprehensive employment law authority that ranks for both keyword categories.
With 14 years of experience and zero Google penalties across 70K+ placements, we understand how to build nuanced authority profiles for practice areas with complex audience dynamics. Every placement is editorial, on a real publication, targeting the specific audience that matters for the keywords you need to rank for.
Employees and employers search differently but both need your firm. Get the DR70+ editorial placements on legal, HR, and business publications that build rankings and reach both sides of your practice.