Google E-E-A-T for Law Firms: What It Is & How to Do It Right

In today’s digital-first world, a strong online presence is non-negotiable for lawyers and law firms. Organic search is a massive driver of client leads – in fact, around 66% of call conversions in the legal sector come from organic search users.

But getting those top search rankings isn’t just about keywords or a slick website.

Google now puts heavy emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) as a marker of content quality and credibility.

This is especially true for lawyers, since legal advice and services fall under Google’s “Your Money or Your Life” (YMYL) category of sensitive topics that can impact a person’s life.

In this guide, we’ll break down exactly what E-E-A-T is, why it’s important for law firms, and how law firms and attorneys can leverage it – with practical tips like showcasing credentials, leveraging client testimonials, optimizing your Google Business Profile, creating authoritative legal content, highlighting bar affiliations, and more.

Let’s dive in.

What Is E-E-A-T?

Here’s a quick breakdown of each component and what it signifies:

• Experience: First-hand experience or real-world knowledge of the topic. Content that reflects personal experience can be seen as more valuable and genuine.
• Expertise: The depth of knowledge and skill in the subject matter. This often comes from education, training, and professional qualifications.
• Authoritativeness: The reputation of the content creator or website as a go-to source. It’s about how others perceive your authority – e.g. references, citations, or recognition by peers.
• Trustworthiness: The reliability or integrity of the content and its source. Trust is the most critical E-E-A-T element, influenced by the other three. Content must be accurate, honest, and safe for the user.

Google’s own documentation emphasizes that “of these aspects, trust is most important”. The other elements (experience, expertise, authoritativeness) all feed into establishing trust.

For example, a lawyer’s blog post might demonstrate great expertise in a topic (say, tax law), but if it’s riddled with factual errors or hidden motives, it won’t be considered trustworthy. Ultimately, E-E-A-T is about ensuring helpful, reliable content for users.

Why does Google care so much?

Because Google wants to surface content that genuinely helps people.

For topics that can affect someone’s health, finances, or safety – what Google calls “Your Money or Your Life” (YMYL) topics – the standards are even higher.

Google’s systems give extra weight to content with strong E-E-A-T for YMYL topics. Legal advice clearly falls into YMYL, since bad legal information could harm someone’s well-being or rights.

Basically, all this means is that Google holds legal websites to a higher standard of quality. If your law firm’s site exhibits solid E-E-A-T, you have a much better chance of ranking well and impressing prospective clients who land on your pages.

And what does this mean for you?

It means that whether you’re a solo practitioner or part of a large firm, demonstrating strong E-E-A-T in your online content is crucial. Implementing E-E-A-T principles can improve your search rankings, build trust with potential clients, and ultimately drive more traffic and leads to your firm.

Before we go further, let’s debunk some common myths surrounding E-E-A-T.

Common E-E-A-T Myths

E-E-A-T is one of those things that is often misunderstood in the SEO world, especially in legal. Let’s clear up a few widespread myths so attorneys and legal marketers know what really matters.

Myth #1: E-E-A-T is a Direct Google Ranking Factor

Some believe Google’s algorithm has a secret E-E-A-T score that directly boosts rankings. This couldn’t be further from the truth.

In reality, E-E-A-T is not a single technical ranking factor in Google’s formula. However, that doesn’t mean E-E-A-T isn’t important for SEO.

Google’s systems aim to reward content that exhibits E-E-A-T qualities by looking at many indirect signals.

As Google clarified in its own Search Central blog, their ranking algorithms use a mix of signals and are designed to “align what human beings would agree is great content as they would assess it according to E-E-A-T criteria.”

In fact, Google recommends assessing your content by E-E-A-T standards to make sure it aligns with the signals their systems reward.

For a law firm, this means you won’t climb to the top just by adding an “Expert” badge on your site – you need to demonstrate experience, expertise, authority, and trustworthiness through tangible signals.

Instead of chasing E-E-A-T as a gimmick or “checkbox,” focus on actions that support E-E-A-T: publish well-researched legal content that showcases your knowledge, highlight your attorneys’ credentials and case experience, earn mentions or backlinks from reputable legal publications, and accumulate positive client reviews.

These are the kind of quality signals Google’s algorithm can actually measure, even if it doesn’t literally measure “E-E-A-T” directly.

Myth #2: E-E-A-T is a Simple Checklist

It’s easy to think you can optimize for E-E-A-T by following a fixed checklist (e.g. add an author bio, list credentials, paste some case results) and then you’re done.

In truth, E-E-A-T isn’t a one-size-fits-all checklist of tasks. Google’s concept of E-E-A-T is nuanced and depends on context.

“Expertise” for a family law blog, for example, might look different than for a corporate law whitepaper. Google has even expanded E-A-T to E-E-A-T (adding “Experience”) in late 2022, emphasizing first-hand experience where appropriate.

Building and demonstrating E-E-A-T will look different for every law firm because each practice area and audience has unique expectations for what trustworthy, helpful content means.

Rather than trying to tick off a generic SEO checklist, legal marketers should approach E-E-A-T as an ongoing commitment.

Ask: what information would reassure a potential client that our firm is experienced and credible? It could be attorney bios with real-world experience, case studies or testimonials that prove your track record, or content that addresses client questions with accuracy and clarity.

This mindset ensures your site naturally meets the quality criteria that Google values, without chasing a mythical “E-E-A-T checklist.”

Myth #3: E-E-A-T Only Involves On-Site Content

Another misconception is that E-E-A-T is only about what’s on your website – like having detailed service pages and a polished blog – and that off-site reputation doesn’t count.

In reality, E-E-A-T extends well beyond your website. Google and users evaluate your firm’s trustworthiness and authority based on the broader online footprint, not just your own site.

“Despite what many think, E-E-A-T isn’t just about demonstrating these things on your site. It’s also about making sure they’re shown off-site.” – Brian Dean

For attorneys, off-site signals of E-E-A-T include things like positive reviews, mentions in news articles or legal directories, high-quality backlinks, and a strong reputation in your community.

For example, a divorce law firm blog post will carry more authority if the attorney is quoted on a respected legal website, or if the firm has numerous 5-star Google reviews attesting to their trustworthiness. Google’s quality algorithms likely consider such external signals as indicators of your authority and trust.

So, don’t silo your E-E-A-T efforts to just your webpages.

Make sure to cultivate a strong online reputation: encourage satisfied clients to leave reviews, get involved in professional organizations or publications, and earn backlinks by contributing expert commentary on legal issues.

These off-site efforts reinforce your E-E-A-T, which in turn supports your SEO indirectly by showing search engines that your law firm is respected and reliable beyond just your own content.

Why E-E-A-T Matters for Law Firms

For attorneys, E-E-A-T isn’t just an SEO buzzword – it’s foundational to successful online marketing. Here are a few reasons E-E-A-T is especially important in the legal industry:

• Legal Content is High-Stakes (YMYL): As mentioned, law-related content can significantly impact a person’s life (think decisions about a lawsuit, criminal case, divorce, etc.). Google knows this and holds legal websites to strict standards. If your content is inaccurate or low-quality, Google will be reluctant to rank it. By contrast, demonstrating strong experience, expertise, authority and trust signals tells Google that your site can be safely shown to users. In short, E-E-A-T helps Google separate the real legal experts from the sketchy advice sites.
• Builds Client Confidence: It’s not just about search algorithms – potential clients need to trust you before contacting you. A website that showcases your credentials, has knowledgeable content, and includes reviews or case results will instill confidence. Remember, choosing a lawyer is a big decision. A visitor who finds your site wants reassurance that you know what you’re doing and can handle their case. By highlighting your experience and positive reputation online, you increase the likelihood that a reader will convert into a client.
• Meets Ethical and Professional Standards: Lawyers are bound by ethics rules to be truthful in advertising and communications. (For example, ABA Model Rule 7.1 prohibits false or misleading statements about your services.) Implementing E-E-A-T principles goes hand-in-hand with these obligations. It encourages you to provide accurate information, avoid unfounded claims (“We guarantee victory in every case!”), and be transparent – all of which keep you compliant with bar regulations and make your site more trustworthy to users and search engines.
• Competitive Advantage: Many law firm websites still focus only on glossy design or basic SEO, and overlook E-E-A-T factors. By proactively showcasing your firm’s experience, expertise, authority, and trustworthiness, you can stand out in crowded legal markets. It’s an “information quality” advantage. A site rich with attorney bios, case studies, testimonials, and authoritative content will outrank and outperform a generic law firm site with thin content. E-E-A-T essentially helps differentiate your brand online.

Now that we know why it matters, let’s get into how you can actually demonstrate E-E-A-T on your law firm’s website.

How To Demonstrate E-E-A-T

1. Demonstrate First-Hand Experience

Experience in E-E-A-T refers to showing that the content creator has first-hand, real-world experience with the subject matter.

In the legal context, that means leveraging your personal experience as an attorney and the cases you’ve handled to strengthen your content. Google’s quality raters look for signs that “the author has actual experience” in the topic – and you can bet potential clients do, too.

How can a law firm website showcase experience? Here are some effective tactics:

• Share Case Results and Stories: Don’t be shy about highlighting your case experience (within ethical limits). For example, mention notable case results, settlements, or trial victories you’ve achieved (while respecting client confidentiality). Law firm content often establishes “experience” by citing real cases and outcomes that the attorney handled. If you’re a personal injury lawyer, you might share that you’ve successfully recovered millions in compensation for accident victims; if you’re a criminal defense attorney, you could describe a few representative cases (without identifying details) where you achieved favorable results. These real-case references show readers (and Google) that you have hands-on experience in your field.
• Incorporate Personal Anecdotes: When writing blog posts or practice area pages, weave in first-hand insights. For instance, if a family lawyer writes an article about divorce mediation, they might include a brief story like, “In my experience as a mediator, I’ve seen couples overcome communication hurdles by doing X…”. Such anecdotes signal that the advice isn’t just theoretical. Even simple phrases like “over my 15 years handling DUI cases, I’ve noticed Y” immediately convey experience. Google values content that clearly demonstrates the author’s first-hand knowledge, and these personal touches make your content more engaging as well.
• Highlight Years in Practice and Volume of Cases: Make sure your site prominently states how long you’ve been practicing and how many cases/clients you’ve served. For example: “Serving clients in Texas for 20+ years” or “1,000+ immigration cases handled to date.” Longevity and volume can imply experience. You might include this info on your homepage, attorney bio pages, or even in the header/banner of the site. An experienced attorney is more reassuring to clients (and likely to meet Google’s criteria for an authoritative source).
• Use Client Testimonials Emphasizing Experience: Encourage clients (especially those from interesting or challenging cases) to mention your experience in their testimonials. A review that says “Attorney Jane really knew her stuff and guided me through every step” or “John’s experience in handling insurance companies was evident – he got me a great settlement” reinforces your real-world expertise. We’ll discuss testimonials more under Trustworthiness, but they can highlight your experience through the voice of the client.
• Show Your Human Side: Experience isn’t only about cases – it can also include your life experience that’s relevant to law. Maybe you’re a former prosecutor turned defense lawyer – mention that background (it’s highly relevant experience!). Or perhaps you have experience in the medical field and now handle medical malpractice cases. These kinds of personal experiences can set you apart from other attorneys. Even being a local resident for decades could be relevant experience for a community-focused practice. The key is to demonstrate you’ve “been there and done that” in whatever legal problems your content discusses.

By infusing real experience into your content, you not only satisfy Google’s E-E-A-T criteria but also create a more compelling story for potential clients.

It answers the client’s unspoken question: “Has this attorney handled situations like mine before?” If your website gives a resounding yes (with examples to back it up), you’re on the right track.

2. Highlight Your Expertise

Expertise is all about demonstrating deep knowledge and qualifications in the legal field.

As an attorney, you already have a high level of expertise by virtue of your education and licensing. The trick is to communicate that expertise through your website content and credentials.

When both Google and your site visitors see strong evidence of your legal knowledge, it boosts your credibility and rankings.

Here’s how to showcase expertise effectively:

• Showcase Credentials and Qualifications: Make sure your site prominently features your professional credentials – this includes your educational background (law school, any advanced degrees like an LL.M.), your bar admissions (state bars, federal courts), and any special certifications or accreditations (e.g. “Board Certified in Family Law” or “Certified Elder Law Attorney”). List these on your attorney bio pages and mention them in relevant content. For example, a blog post on estate planning could note that the author is a Certified Financial Planner or has an accounting background if that’s the case. Google and users look for these bio signals. In fact, for lawyers, demonstrating expertise often means “showcasing your education and qualifications in your bio and within content.”
• Publish In-Depth, Fact-Checked Content: One of the best ways to exhibit expertise is through the content you create. Write comprehensive articles, guides, and FAQs that thoroughly address legal questions your clients ask. For instance, a bankruptcy attorney might publish a detailed guide on Chapter 7 vs Chapter 13 bankruptcy, covering eligibility, process, timeline, etc. Ensure that all information is accurate and up-to-date – double-check legal facts, cite official sources (like statutes or court rules) when appropriate, and clarify any nuances. High-value content not only educates your audience but also signals to search engines that you know your stuff. Law firms that invest in fact-checked content tailored to their audience’s needs send strong expertise signals. Tip: If you mention statistics or legal provisions, link to the source (e.g. a government website or a credible study). This both helps readers and quietly boosts your content’s authority.
• Keep Content Within Your Practice Areas: Focus your writing on topics you truly specialize in. If you’re a personal injury lawyer, it’s better to have 20 excellent articles on personal injury topics than to have a smattering of generic posts about unrelated fields like tax law or patent law. Depth in your domain signals expertise. It’s okay to have multiple practice areas, but ensure each is covered by authoritative content. Avoid the temptation to post superficial content on every legal topic under the sun – that could dilute your perceived expertise. Remember, you want to be seen as the go-to expert in your field(s).
• Include Author Bylines and Bios on Content: Make it clear who is providing the expertise. Every blog post or article on your site should have an author byline (e.g. “By John Smith, Esq.”) and ideally a brief bio at the bottom or an author page link. The bio can mention credentials and years of experience. Google has even suggested that clearly indicating the author and their background can help align with E-E-A-T principles. For law firm blogs, an attorney bio blurb like “Jane Doe is a senior immigration attorney with 10+ years of experience helping clients obtain visas and green cards” adds a ton of credibility to each post. If you use outside writers for some content, have an attorney review and co-author or at least state that it was reviewed by your firm. The point is to tie the expertise of the content back to a qualified legal professional.
• Get Content Reviewed by Legal Professionals: Many larger firms or legal marketing teams use content writers or agencies to draft blog posts. There’s nothing wrong with outsourcing content (nearly 24% of law firms do), but you must have a lawyer fact-check and refine that content before it goes live. Google’s quality guidelines favor content reviewed by subject matter experts, especially for YMYL topics. So, if you have a junior associate or a paralegal review an article for accuracy, mention that in an editor’s note. For example: “(This article was reviewed for legal accuracy by [Attorney Name], a licensed family law attorney.)”. This practice not only improves quality but could also protect you from any blatantly incorrect info being published.
• Stay Current and Showcase Thought Leadership: Being an expert means staying up-to-date. Regularly update your site with posts about recent changes in the law, important court decisions, or new regulations in your field. If you attend continuing legal education (CLE) seminars or speak at conferences, mention that on your site – maybe in your bio or news section (e.g. “Spoke at the 2025 Tax Law Symposium on corporate tax compliance”). These signals show that you are actively engaged in your field and continuously building expertise. Similarly, if you’ve authored law journal articles or been interviewed by media on a legal topic, include those references. An attorney who is quoted in reputable publications or contributes insights publicly is clearly an expert – it’s a strong E-E-A-T cue (overlaps with Authoritativeness as well).

In short, make it blatantly obvious that you and your firm are legal experts. Don’t assume visitors will infer it; spell it out through detailed content and prominent credentials.

By doing so, you satisfy the “Expertise” requirement of E-E-A-T and reassure both Google and potential clients that your advice can be trusted.

3. Build Your Authoritativeness in the Legal Niche

Authoritativeness goes a step beyond expertise. It’s not just what you say about yourself, but what others say about you.

In SEO terms, this often boils down to your reputation and references around the web. For lawyers, building authoritativeness means positioning yourself or your firm as a recognized leader or resource in your practice area.

Here’s how you can cultivate and showcase that authoritativeness:

• Earn High-Quality Backlinks and Mentions: Backlinks (links from other websites to yours) are a classic indicator of authority in Google’s eyes. When reputable sites – especially those in the legal industry or local news – link to your content, it’s a vote of confidence. Focus on earning links from respected websites: examples include legal directories, law school sites, bar association sites, niche legal blogs, or mainstream news outlets. A mention in Forbes or a link from a .gov justice resource is gold. In fact, one legal SEO study noted that the most authoritative backlinks for law firms come from respected sources like Forbes, FindLaw, or .gov and .edu sites. How do you get these links? By creating link-worthy content (like data studies, infographics, or state-by-state legal guides), by pitching yourself as a source to journalists (e.g. via HARO – Help A Reporter Out), or by contributing articles externally (more on that next). Over time, accumulating these external references will boost your authority significantly.
• Contribute Guest Articles or Media Commentary: Publishing your knowledge outside your own website is a powerful authority builder. Consider writing guest posts or columns for legal publications (e.g. ABA Journal, state bar magazines, industry blogs) or even general business sites if the audience fits. Likewise, being quoted in news articles or appearing on podcasts/webinars as a legal expert will enhance your public profile. When you do this, make sure to link back to your site or have your firm name mentioned. Google sees that your content is cited and shared on other respected platforms, which reinforces that you’re an authority. Plus, you can then showcase these media mentions on your site (e.g. “As seen in [News Outlet]”) as trust badges.
• Prominently Display Awards and Affiliations: Lawyers often receive honors like “Super Lawyers”, “Best Lawyers”, or local “Top 40 under 40” lists, etc. If you or your firm have earned such accolades, put them on your site. Badges or mentions of awards on your homepage or bio (“Recognized as a Super Lawyer 2023”) immediately signal third-party validation. The same goes for memberships and positions: “President of the County Bar Association” or “Member of XYZ Legal Committee”. These affiliations show that you’re active and respected in the legal community. Don’t bury these in a resume PDF – integrate them into your web content. According to legal marketing experts, if your attorneys have awards or listings on reputable legal directories, you should “prominently display them on your website and link to them in the attorney profiles”. It lends credibility. Even client rating badges (like Avvo ratings or Martindale Hubbell ratings) can help bolster your authority/trust when placed tastefully on the site.
• Encourage and Feature Client Reviews (Social Proof): While reviews are more of a “Trust” factor, a large number of positive reviews can also elevate your perceived authority in a local market. For instance, if you’re the highest-rated divorce attorney in your city on Google, that prominence makes you authoritative in the eyes of many consumers. So there is overlap here: by accumulating strong testimonials and reviews (Google, Avvo, Yelp, etc.), you’re not only building trust, but also becoming the “go-to” firm in your area (which is a form of authority). We’ll talk more about reviews later, but be aware that quantity and quality of online reviews contribute to your overall reputation, and thus your authority.
• Cite Authoritative Sources in Your Content: Another subtle way to showcase authority is to reference laws, cases, and official guidelines within your content. For example, if you mention a legal principle, cite the actual statute or a court opinion. If you discuss statistics (like accident rates or divorce rates), cite the government study or source. This habit shows that your content is well-researched and connected to authoritative information. It’s noted that a good way to convey reliability is to cite actual statutes, legal cases, and statistics in your articles. It demonstrates that you’re engaged with primary sources and not just giving unsupported opinions. Plus, other sites might link to your content because it has those valuable references, which circles back to earning backlinks.
• Participate in Professional Communities: Being active in professional circles can indirectly boost authority. Contribute answers on platforms like Avvo’s Q&A forum or legal Stack Exchange, where your answers (with your name and possibly link) show up publicly. Engage in local community events or legal aid workshops and get mentioned on those websites. While these are softer signals, they expand your digital footprint as a respected professional. Google does occasionally factor in broad reputation info – for instance, having your name appear in authoritative sources in a positive context can support E-A-T (as inferred from Quality Rater Guidelines). At the very least, these activities generate content and profiles that rank for your name, reinforcing your expertise if someone Googles you.

In summary, Authoritativeness is about your reputation.

You want to create the impression (through tangible signals) that you are a leader in your field.

By getting other websites and people to acknowledge your expertise – via links, mentions, and accolades – you strengthen your site’s authority.

This not only helps your SEO (Google loves a site that the community votes for) but also convinces prospective clients that “this attorney is the real deal.”

4. Establish Trustworthiness at Every Touchpoint

Trustworthiness is the capstone of E-E-A-T – it ties everything together.

You can have tons of experience, expertise, and even authority, but if something about your online presence feels “off” or untrustworthy, it can all fall apart.

Google has explicitly stated that trust is the most important element of E-E-A-T.

For law firms, establishing trustworthiness online is paramount, because hiring an attorney is a big leap of faith for a client.

Here’s how you can make your website (and overall web presence) scream “trustworthy” to both users and search engines:

• Secure Your Website (HTTPS): This is non-negotiable. Ensure your site has an SSL certificate and uses HTTPS encryption. Users should see the padlock in the address bar. Google Chrome will flag “Not secure” on sites without HTTPS, which is a huge trust killer. Moreover, Google has used HTTPS as a lightweight ranking signal for years. A secure site protects client data (contact form submissions, etc.) and shows professionalism. Legal SEO experts specifically note that making sure your site is secure (SSL) is a must for trustworthiness. If you haven’t done this, it’s priority #1.
• Provide Clear Contact and Identity Information: Anonymous or hard-to-contact websites raise red flags. Your site should have an easy-to-find Contact page with your firm’s address, phone number, email, and operating hours. Ideally, include a Google Map embed for your office. Also consider adding your attorney licensing information (many firms list the states an attorney is licensed in on the bio page) and a link to your listing on the state bar directory for verification. The more upfront you are about who you are and how to reach you, the more trust you instill. Google’s quality rater guidelines look for contact info on websites, especially for YMYL sites like legal services.
• Showcase Social Proof (Reviews & Testimonials): People trust what others have to say about you more than what you say about yourself. Featuring client testimonials and displaying your reviews is a powerful trust signal. You might have a dedicated Testimonials page or sprinkle client quotes throughout the site (with permission, of course). Consider integrating reviews from third-party platforms: for instance, embedding your Google Reviews on your site or quoting Avvo reviews. Why? Because 72% of consumers trust online reviews as much as personal recommendations. That’s huge – nearly three-quarters of people will trust strangers’ opinions about your legal services as if told by a friend. If your firm has dozens of 5-star reviews, flaunt it! It not only impresses visitors but also signals to Google that clients vouch for you. On the flip side, work to collect those positive reviews: ask satisfied clients to leave a Google review or a review on a trusted legal directory. Reviews directly impact your local SEO and map rankings, and they build trust at a glance (people look at star ratings). Weave in success stories as mini case studies – e.g. a paragraph about how you helped a client, followed by their testimonial. These stories make you more relatable and credible.
• Highlight Professionalism and Ethics: As a lawyer, your ethical obligations and professionalism are part of trustworthiness. Make a point to avoid boastful or guaranteed outcome language (as mentioned, that can violate ethics rules and erode trust). Instead, use language that is confident but honest about what you can do. For example, rather than “We will win your case,” say “We fight aggressively for the best possible outcome.” Ensure any claims on your site are truthful and can be backed up. If you say “#1 law firm” at something, have an award or source to back it, or just avoid such absolute claims. An honest tone may not sound as “marketable” but it absolutely builds trust. You might even include a brief note about your approach or values (e.g. “Why Clients Trust Us” section) to underscore your commitment to integrity. And again, remember ABA Rule 7.1 – nothing on your site should be misleading or overhyped. Being transparent and accurate in all communications will boost your trustworthiness.
• Include a Privacy Policy and Disclaimer: Law firm websites should have a Privacy Policy (explaining how you handle user data, cookies, etc.) and likely a Disclaimer (especially if you have a blog giving general info, clarify it’s not legal advice and doesn’t create an attorney-client relationship). These pages might not be heavily visited but just having them accessible in the footer shows you take legal responsibilities seriously. It’s a professionalism signal. It assures users that you respect their privacy and understand the legalities of online content. In fact, adding a privacy policy and terms of service is “crucial in demonstrating transparency” for users and Google. It’s a small but important trust factor.
• Optimize Your Google Business Profile: Your Google Business Profile (formerly Google My Business) is often the first thing people see when searching for lawyers in their area. Make sure your profile is claimed and fully filled out – correct address, phone, hours, website link, and categories. Upload photos of your office/team. Encourage clients to leave Google reviews there, since, as noted, a large percentage of people will read reviews on Google when vetting an attorney. A well-maintained Google profile with high ratings and prompt responses to reviews can significantly boost trust. It also helps you appear in the local map pack, lending further credibility (Google essentially vouches for you by listing you). Think of your Google profile as an extension of your website’s trust signals.
• Ensure a Great User Experience: A trustworthy site is also one that feels professional and respectful of the user’s time. This means having a clean design, easy navigation, and no technical glitches. Make sure your pages load fast and look good on mobile devices (many clients will be searching on mobile). If your site is slow, outdated, or confusing, users may subconsciously distrust it (“If they can’t even get their website right, can I trust them with my case?”). So invest in a solid web design and keep it updated. Also, correct any broken links or errors. These little things add up in users’ minds. Google’s algorithm also considers page experience signals – so speed, mobile-friendliness, and usability indirectly play into trust.
• Engage with Your Audience: Trust can be built by interaction. If your site has a blog, enable comments and respond to them (mindful of not giving specific legal advice publicly). Or respond to inquiries promptly if you have a contact form. On social media, engage with followers professionally. An attorney that is approachable and responsive online appears more trustworthy than one that is a faceless entity. While this is outside the strict realm of on-site SEO, your overall digital engagement can translate to better reviews, more mentions, and a stronger brand – all reinforcing trust.

To sum up, think of Trustworthiness as the user’s peace of mind when dealing with you online.

Every element – from technical (SSL, contact info) to content (honesty, accuracy) to social proof (reviews, testimonials) – contributes to that peace of mind.

For Google, trustworthiness is the culmination of good experience, expertise, and authority signals.

For your potential clients, it’s the gut feeling that “this lawyer and website seem legitimate and reliable.”

By diligently implementing the steps above, you’ll foster that trust and be well-positioned to convert visitors into clients.

E-E-A-T Tactics Summary for Law Firms

To help you quickly review how to implement E-E-A-T, here’s a summary table of specific E-E-A-T tactics for attorneys and law firm websites:

Using the above tactics in combination will reinforce each other.

Think of E-E-A-T as an ecosystem of credibility – the strongest law firm websites check all the boxes.

Conclusion

E-E-A-T isn’t a magic dial in Google’s ranking algorithm that you can turn up overnight – it’s a principle that guides what high-quality legal content and online presence should look like.

Google’s guidelines treat E-E-A-T as a concept to strive for, not a score to chase.

For law firms, the takeaway is clear: embed E-E-A-T into everything you do online. Rather than obsessing over E-E-A-T as a “ranking factor,” invest in the real-world elements that E-E-A-T represents – provide helpful, expert legal content, demonstrate your attorneys’ experience, build authority in your niche, and foster trust with your audience.

In a field as competitive as law, those who go the extra mile to prove their Experience, Expertise, Authority, and Trust are the ones who rise to the top (in Google results and in clients’ minds).

Use the strategies in this guide to audit your own website and marketing. Ask yourself:

Where are the gaps?

What can be improved right now?

If you start implementing these E-E-A-T tactics today, you’ll be well on your way to higher rankings and, ultimately, a thriving legal practice built on trust and credibility.