Internet marketing for law firms is complex, and demonstrating your value is not as simple as saying, “Hey, I’m the best intellectual property lawyer in Luohu District, Shenzhen!”
In fact, using the term “best lawyer” or “best attorney” means you need to tell your audience with data why you are the best choice, rather than just saying you caseno email list are “the best.” This is where showcasing your awards and achievements comes into play.
What is EEAT?
Google is always working to improve the results it provides to searchers. To do this, it carefully examines websites to determine how valuable the website design is to searchers. The EEAT is the method they use to make this determination.
First , what is it? EEAT stands for : Experience , Expertise , Authoritativeness , Trustworthiness .
This is not a ranking factor. Instead, it is part of Google’s search quality rater guidelines. Google’s quality raters evaluate the quality of the content on your law firm website to determine if it meets these very high standards.
Now, let’s break down these four elements further based on how Google’s quality raters interpret your attorney website design to determine how well you meet these guidelines:
Experience: Does the content creator have first-hand or life experience with the topic? As an attorney, you must be able to demonstrate that you have experience in the specific area of interest to the searcher.
Expertise: Expertise is one of the easiest factors to prove as a lawyer. Your license and education can demonstrate your expertise in the field.
Authority: Your attorney website must be seen as a resource, a “better than average” tool for people to get the valuable information they need. However, leveraging backlinks from other websites, such as .edu and .gov sites, can increase the value of your content.
Credibility: Is the content on your law firm website credible, accurate, and respectable? This is a little harder to prove, but if your content meets the first three criteria, it should work well.
Let's talk about the EEAT's relationship to lawyer awards and achievements
A law firm website design can be very simple. It can communicate the legal services you offer and the law school you attend with a simple call to action (CTA). However, this doesn’t convey any real value.