E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and SEO

How To Show Google You Have E-E-A-T Through Your Content

What is E-E-A-T? For those in SEO and content marketing, it’s a familiar acronym that guides a lot of what a marketer does in both day-to-day activities and overall strategies. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it’s used to evaluate a page of content’s overall quality and credibility.

Google originally introduced E-A-T (Expertise, Authoritativeness, Trustworthiness) as part of their Search Quality Rater Guidelines, which is what human raters use to assess search results. The second “E” for Experience is a recent addition, and it was added to emphasize the importance of having an experienced author create content on a subject they know something about instead of just creating content to please search engines and hopefully boost keyword rankings. In this post, we’ll take a closer look at E-E-A-T, including what it is, why it’s important for SEO, and how a site can improve its content in all four areas.

Understanding E-E-A-T

E-E-A-T plays an essential role in determining the quality and reliability of your site’s content. When you look at each letter, you can decide the best course for your new content, as well as how you can update old content to better align with Google’s guidelines:

1. Experience refers to the personal, practical, and/or professional involvement an author has in a subject, enriching their perspective and enhancing the value of the information they provide.
   1. Example: A blog post or page about family law services, written by an attorney who has spent more than two decades practicing in that field, can offer insights based on real cases and personal interactions with clients. This firsthand experience not only enriches the content but also provides readers with relatable scenarios and practical advice, making the information more valuable and applicable to their own situations.
2. Expertise calls out specialized knowledge or skills in a particular area, showing that the content is accurate and well-informed.
   1. Example: An article discussing recent changes to immigration law, written by a lawyer who specializes in immigration, shows expertise. By including detailed legal terminology and procedures, as well as case law references, the content becomes a reliable resource that informs readers (and potential clients) about their rights and options, establishing the firm as a knowledgeable authority.
3. Authoritativeness highlights the recognition and credibility of the author or the website within its industry or field, establishing it as a reliable source of information. 
   1. Example: A law firm with awards or attorneys who speak at industry conferences can provide authoritativeness. An attorney who frequently contributes to legal journals or has been quoted in reputable media outlets signals to readers that the firm is credible and respected within the legal community, bolstering its reputation as a trusted source.
4. Trustworthiness emphasizes the reliability and integrity of the content, which is essential for building a loyal audience. 
   1. Example: A personal injury law firm updates its website with clear, factual information on a regular basis, provides transparent pricing, and posts client testimonials. When potential clients see the firm is open about its services and has received positive feedback from current and former clients, they are more likely to feel confident in contacting the firm for legal assistance, knowing they are working with attorneys who prioritize integrity and client satisfaction.

Together, these elements fit seamlessly into Google’s Quality Rater Guidelines, which assess the overall quality of content and its creators, influencing search rankings and user experience and satisfaction. By prioritizing E-E-A-T, content creators can improve their content’s visibility and credibility in an increasingly competitive digital landscape.

The Importance of E-E-A-T for SEO

As with anything related to content, E-E-A-T plays an important role in SEO and how well your content ranks for certain keywords, practice areas, and more. While you should always create content that’s practical, applicable, and relevant for your target audience, you want to be mindful of how your content is ranking and if you’re reaching that target audience.

Content high in E-E-A-T lets search engines know your website is a valuable resource, increasing the chances of ranking higher in search results for target keywords. This is especially important for law firm websites, where users are often looking for expert guidance on complex legal issues, including personal injury, medical malpractice, family law, and more.

Practical Steps to Improve E-E-A-T

Whether you’re launching a new website or attempting to improve your content to better align with E-E-A-T guidelines, there are a few practical steps you can take. Here are some examples:

• Credentials and Experience: Attorney bios with relevant qualifications, experiences, and expertise can help establish authoritativeness and trustworthiness.
• Reliable Sources: Use credible references and link to authoritative sites. This is especially important in the legal industry, where state and federal laws can change, and outdated information or unreliable sources can be the death knell for your content. Reliable and factual information not only supports your content but also shows that it’s well-researched.
• Client Feedback: Encourage your clients to leave comments and engage with your content. By responding to questions and incorporating feedback, you can foster a sense of community and show your commitment to providing valuable, trustworthy information.

Ultimately, your content should be written to ensure the best user experience on your site, whether someone is looking for information on how to file a personal injury claim, receive workers’ compensation benefits, or simply speak to an attorney about a certain area of law.

E-E-A-T for Law Firms

Experience, expertise, authoritativeness, and trustworthiness are especially important for law firm websites. People who are looking for an attorney want to work with someone who knows what they’re doing and can be trusted to represent them properly. 

As a lawyer, your content should align with E-E-A-T guidelines and provide relevant, useful information that encourages potential clients to reach out to your firm. If you’re concerned about your content not being authoritative enough or expressing enough expertise, it might be time to switch up your strategy. PaperStreet offers SEO and content marketing options that can align with your firm’s goals.

E-E-A-T should be a priority for law firms hoping to build a strong online presence and connect with potential clients. With high-quality content that meets (or beats) E-E-A-T standards, you can establish a dependable reputation within your preferred practice areas. At PaperStreet, we’re dedicated to helping you navigate this process. Together, we can build an online presence for your firm that not only attracts clients but also fosters lasting relationships. Contact us now to learn more.