Why Your Law Firm’s Content Should E.E.A.T.
Date: May 23, 2023
Previously published on JD Supra.
If you read the title of this post wondering, “Why do I need to make my content E.E.A.T.? Content doesn’t need to be fed,” you are in luck because, throughout this article, we will be explaining what E.E.A.T. actually stands for, why it’s important for law firms and how you can begin to incorporate the concept into your law firm’s content writing process.
What Is E.E.A.T?
E.E.A.T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. E.E.A.T. stems from Google’s Quality Rater Guidelines, which are utilized to evaluate the quality of the content on your law firm’s website.
This factor refers to the experience the content creator has in the subject matter being discussed. For example, if you’re a business attorney writing about business formations and entity types, you demonstrate the experience needed to speak on the topic due to your background.
As an attorney, showcasing your expertise to Google is quite easy. For example, going to law school and passing the bar exam gives you the expertise to discuss topics related to your specific legal practice area.
Authoritativeness is when others rely on your expertise on a particular topic. For example, do you educate others about your legal practice area? Does your website content cover all aspects of your practice? Does your website have backlinks from other authoritative websites?
Trustworthiness is a measure of all the other aspects we just discussed. If your content showcases experience, expertise, and authoritativeness then it is safe to say that you are a trustworthy source for the topics you are choosing to write about.
Why Is It Important Your Content E.E.A.Ts?
Making sure your content exudes experience, expertise, authoritativeness, and trustworthiness is key to ranking well on search engines and getting your content seen by the right people. While it is not a direct ranking factor, E.E.A.T. helps Google identify and determine high-quality content. With that being said, if you keep E.E.A.T. top of mind when creating content for your firm’s website, you’ll have a higher chance of impressing search engines and being seen as a high-quality source for whatever legal topics you may be covering.
How to Incorporate E.E.A.T. Into Your Firm’s Content
So we’ve discussed what E.E.A.T. is and why it is important, but what actionable steps can you take to start incorporating this principle into your content writing process?
Create High-Quality Content
The best way to ensure your content satisfies E.E.A.T. is to create high-quality content. The better and more informative your content is, the better it will rank on search engines. After all, Google’s mission is to generate the best possible answer to a user’s query and those producing high-quality content in furtherance of that mission are rewarded on search engine result pages (SERPs).
Include the Author’s Information
Including an author byline at the top of your blog articles that links back to the attorney’s bio helps Google realize that the person who wrote the article is a credible source.
Incorporate Reliable Sources
Incorporating reliable sources, where relevant, throughout your own content, is another method of incorporating E.E.A.T. into your content writing process. For example, if you mention a new law being promulgated or a court case with meaningful implications for your client base, be sure to include a link back to the source where you got your information.
Building backlinks to your articles shows Google that you are a trustworthy and more authoritative source. That is because others are using your information as a resource. Backlinks have many other benefits as well such as boosting your website’s overall domain authority, which also helps with your rankings on SERPs.
Not sure where to start with your digital content journey? 9Sail can help! With SEO at its forefront, 9Sail has broad experience developing and optimizing digital content with the objective of boosting lead generation and revenue. To learn more about how we can help your content E.E.A.T., contact us!