You’ve probably heard about the basics of SEO, keywords, and backlinks. 

But Google is reshaping the way that it ranks your law firm in the search results.

This new method?

EEAT – Experience, Expertise, Authoritativeness, and Trustworthiness.

Why does this matter? Because the higher you rank, the more potential clients see you. 

And visibility equals opportunity (and more clients).

But here’s the real secret: 

Google treats law as a “Your Money or Your Life” (YMYL) topic. That means EEAT is even more critical for your firm than for other businesses.

So, how can you leverage EEAT to boost your firm’s online presence? 

Let’s break down our EEAT strategy that you can implement today:

Experience Showcase: Create detailed attorney profiles highlighting years of practice, notable cases, and areas of expertise. Place your best trust elements prominently on your homepage, “above the fold” where visitors see them before and without scrolling. This immediately demonstrates your experience to both potential clients and Google.

Expertise Demonstration: Develop a blog filled with in-depth, locally-relevant legal content. Have each post authored by a specific attorney, showcasing their knowledge in a particular area (or areas) of law. This not only helps with SEO but also positions your firm as a go-to resource for legal information.

Authority Building: Two great ways to build the authority (and value) of your website/domain are to secure guest posting opportunities on respected websites and to get mentioned on local news outlets (press releases are the easy way to get this done). This positions your attorneys as go-to experts in their field and builds valuable backlinks to your site. Link building is an advanced SEO topic but just know that you can’t go wrong linking to your homepage with your firm’s name as anchor text (the text that’s clickable in a link).

SIDE NOTE: If you ever decide to hire an SEO agency and you show up with hundreds of links pointing to your homepage, all with various branded anchors, the probability of your site doing well in Google’s organic search results is exponentially greater than if your site had very few links. People linking to you by name shows AUTHORITY and TRUST.

Trust Amplification: Implement a robust review strategy. Encourage satisfied clients to leave detailed testimonials, focusing on specific problems you’ve solved for them. Feature these prominently across your site and repurpose them for social media. Remember, potential clients often call firms with the most positive reviews first.

Case Study Creation: Develop comprehensive case studies highlighting specific problems solved, showcasing your firm’s expertise in particular situations. Compared to reviews, case studies are more detailed stories of transformation, from the problem and all the symptoms of that problem, to dealing with that problem, to the solution and what life is like after you helped this person solve their problem. This gives potential clients a clear picture of how you can help them with their specific legal issues and it allows potential clients to relate to your clients – “If they helped this person, I’m sure they can help me, too. I have a very similar problem and I want a similar outcome.”

You’ll absolutely see some quick wins, especially in Google Maps, but the real magic of EEAT happens over time.

It’s like compound interest for your online reputation. The longer you invest in it, the bigger the payoff. So instead of paying Google upwards of $300 per click (in personal injury especially), as The Trusted Law Firm, you will attract the same exact traffic for a fraction of the cost.

And the best part?

The EEAT Boost Strategy is just one piece of how we help our partners at ApricotLaw.

We’re a full-service digital marketing partner for law firms looking to scale (and provide new business for their attorneys), and we attack your growth opportunities from every angle, including:

Designing custom, conversion-optimized websites that showcase your firm’s unique strengths and EEAT factors right at the top of the homepage.

Implementing our “Map Attack” Local SEO strategy to dominate your local search results.

Creating comprehensive content strategies that position your attorney(s) as authoritative voices in your practice areas.

Optimizing your online presence to build trust and credibility with both potential clients and search engines.

And much, much more.

Remember, in the world of law, trust is currency. And with Google, it’s the key to unlocking higher rankings and more client opportunities.

Want to chat through some ideas on how we might be able to boost your firm’s EEAT and online presence?

Book a 15-minute discovery call.

And, for more insider tips on scaling your law firm online, keep an eye on your inbox for The Trusted Law Firm every Tuesday and Thursday.

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