E-E-A-T is the framework Google uses to evaluate all web content. It is outlined in Google’s Search Quality Rater Guidelines, and platform evaluators use these metrics to assign SEO value.
High-value SEO content is both credible and useful to the reader, and it will not only meet these stringent guidelines but also reach a wider audience. However, if it doesn’t, Google pushes your website content to the back of the Search Engine Results Pages (SERPs).
Most internet users won’t read past the third page of the SERPs, unless they are searching for something incredibly specific. As the owner of a law firm, this significantly decreases your visibility to prospective legal clients. Let’s explore what E-E-A-T is further and determine why it matters for law firm SEO.
The Two E’s
Many years of practicing law give you the knowledge to share useful information with readers. Popular search engines will rate your SEO content based on the two E’s: experience and expertise.
In law firm marketing content, you share what you can offer your clients. Internet users look for a law firm that has experience first. They want seasoned professionals who have years of experience in a specific area of practice. You must explain your experience level in your SEO content. Tell the readers how long your firm has been open, what areas of practice you manage, and what type of cases you’ve won.
Statistical data helps here as well. For example, you can include how much you’ve won for lawsuit clients or how you used statutes to reduce criminal sentences. You can also increase the usefulness of your content by adding statistics about specific crimes or penalties.
Next, your expertise matters. Readers want to see that you have a higher level of special legal knowledge. They want to see your skill set articulated in your content. Present specific facts about the law, whether state or federal. Show them that you know about your specific field of law through your content.
Tell them where you went to law school and explain any hurdles you overcame in your training. Detail any special organizations for which you are a member or accolades you’ve achieved. They want to know what makes you an expert and why they should choose you.
A Is For Authoritative: Become the Authority
Authoritativeness is a must in SEO content. What sets you apart from other law firms in your area? Why should clients listen to you instead of another attorney? In terms of SEO, whether you can stand apart from competitors in your field matters. Are you a reliable leader in this legal field? Can readers open your website and find the answers they need? Legal marketing copy must address the reader’s concerns, but it should also teach them something useful.
SEO experts have always said to keep it simple. Use language that most readers easily understand. While this is true, these new search engine standards and metrics test usefulness.
To become the authority, you can approach your ad copy as a teaching moment. Clients will hear a lot of legal jargon in the courtroom that they won’t understand. If you use legal jargon, explain what it means. Remain consistent and accurate throughout all posts.
Use backlinks to reputable websites whenever making claims. For example, link back to state or federal government websites when mentioning statistical data.
Authoritativeness also applies to your online reputation. Using reputation management software helps you find instances where your brand is mentioned. Encourage all clients to leave reviews for your law firm. These positive reviews can also increase the authoritativeness of your website. Your website may achieve a higher ranking in Google’s SERPs if you manage your online reputation.
Trustworthiness: Why Readers Should Listen to You
For many legal clients, the quality of your legal services could be the difference between life and death. Your website content must show them why they should trust you with what is most precious to them. Add detailed bios for everyone who produces your website content. Show the reader how trustworthy your information and services are.
You must become a reliable source of information for prospective clients. When laws change, update your content to include these changes. Stay informed about emerging legislation that could affect your area of practice. Your readers will come back to your website if you continue to post credible, up-to-date content.
The security of your website itself also matters. Google will check the security certificates for your website. If it isn’t HTTPS-encrypted and secure, the search engine will label it as unsafe and may block access to it completely.
Use your About page to show who your law firm is. Add accurate contact information and display valid credentials for everyone in your firm. Keep this information updated and make changes if your firm moves or if you hire more staff. These details make it easier for the readers to reach out. They will know who to contact directly and why when they need legal help.
Your law firm must follow the E-E-A-T framework when producing law firm marketing copy for Google. It determines whether your content is useful and credible, and your content’s SEO value determines who will see it. You must show readers that you have experience and expertise in your area of practice. The authoritativeness of your content must separate your firm from competitors. And, finally, you must show visitors that your firm is trustworthy. By following these metrics, your website ranks higher, and you can increase traffic to your website and your firm. To learn more, get in touch with a digital marketing agency that has your back like GAVL.
