The impact of E-A-T; Expertise, Authoritativeness, Trustworthiness in law firm SEO


The impact of E-A-T; Expertise, Authoritativeness, Trustworthiness in law firm SEO

In the intricate world of law firm marketing, the rules of engagement are evolving all the time. At the forefront of this is the concept of E-A-T; Expertise, Authoritativeness, and Trustworthiness.

These three pillars stand as the cornerstone of effective legal SEO.

In an industry where precision and credibility are musts, understanding and implementing E-A-T is not merely advantageous – it's imperative.

With that in mind, read on to discover everything you need to know about E-A-T in the legal sector.

Understanding E-A-T in law firm SEO

So, what exactly is E-A-T, and what does it mean for your law firm?


In the world of legal SEO, 'Expertise' refers to the depth of knowledge and skill demonstrated by the content on your website. It's about showcasing legal acumen and proficiency in specific areas of law.

For a law firm, this means creating content that reflects in-depth legal knowledge written by or attributed to legal professionals with relevant qualifications and experience.


‘Authoritativeness' is the measure of the credibility and reliability of your website and its content within the legal industry. It's about being recognised as a leading source of legal information.

This is achieved by ensuring the content is not only accurate but is also recognised and cited by reputable sources, including other legal experts and authoritative websites.


'Trustworthiness' relates to the integrity and reliability of the website. In legal SEO, this translates to how much a user can trust the information provided.

It involves aspects like website security, clear and honest presentation of information, and transparency about the firm's credentials and achievements.

Further reading: "6 things that make your website appear untrustworthy"

Implementing E-A-T in law firm SEO: strategies and examples

So, how can you make sure you display E-A-T? Let’s take a look at some strategies and examples to give you a helping hand.

Demonstrating expertise through content

There’s only one place to begin, and this is with your content strategy! This is all about contributing valuable information on your own blog, as well as others, through guest posting.

The sort of content you could place on your own blog…

A family law firm develops a series of blog posts addressing common misconceptions or intricate details about family law procedures, written by their senior lawyers. Each post links to relevant case studies or judgements where the firm has achieved notable outcomes.

What about guest posting?

An example includes a tax lawyer contributing an article on recent tax legislation changes to a well-known legal magazine, therefore reaching a wider audience and establishing expertise.

Building authoritativeness online

Collaborate with legal academies or institutions for joint webinars or workshops. For instance, a corporate law firm could partner with a business school to host a seminar on corporate governance.

Regular press releases on significant case victories or firm milestones are also beneficial, like a landmark case win, which is then featured in legal news portals.

Cultivating trustworthiness

Displaying genuine testimonials on your website where clients speak/write about their positive experiences with your firm helps to create a feeling of trust.

Transparency is also key. A clear breakdown on the website of how billing works, what services are included, and a FAQ section addressing common client concerns can be highly beneficial.

Leveraging technology for E-A-T

You need to deliver an outstanding website user experience.

Is it time for a redesign of your website? You could reap huge gains if you redesign your site for easy navigation, faster loading times, and accessible contact forms, enhancing user engagement and trust.

Also, use tools like Google Analytics to track which articles are most read and engaging, and use this data to inform future content creation.

Ongoing learning and adaptation

Regular training sessions for staff are a must, ensuring they are kept in the loop in terms of the latest legal developments and SEO best practices.

Feedback loops are also recommended. Implement a system for collecting client feedback post-case resolution, and use these insights to improve service quality.

E-A-T in social media and online presence

Share insightful commentary on recent legal developments on social media platforms like LinkedIn, enhancing your firm’s thought leadership.

Don’t forget consistent branding!

Ensure your firm's values and areas of expertise are consistently communicated across all online platforms, from your website to social media.

E-A-T checklist for law firms

Before we conclude, we’ve put together this checklist to help you make sure you’re doing everything in your power to tick the E-A-T criteria.


  • Ensure content is created or reviewed by legally qualified professionals or those with experience in the industry.
  • Include author bios with qualifications and experience for each article.
  • Regularly update content to reflect current legal trends and updates.


  • Gain backlinks from reputable legal websites and industry publications.
  • Seek opportunities for lawyers in the firm to contribute to authoritative external publications.
  • Showcase awards, recognitions, and memberships in prominent legal associations on the website.


  • Maintain a secure website with HTTPS encryption.
  • Clearly display contact information, physical address, and privacy policy.
  • Encourage client reviews and testimonials, and respond professionally to both positive and negative feedback.

Website and content quality

  • Ensure your website has a user-friendly design and is easily navigable.
  • Fact-check all content for accuracy and cite sources where applicable.
  • Optimise for mobile devices to provide a seamless user experience.

Engagement and social proof

  • Regularly engage with your audience through blogs, newsletters, and social media.
  • Share case studies or success stories to demonstrate expertise and results.
  • Participate in online forums or Q&A platforms related to the legal field.

Continuous improvement

  • Regularly review website analytics to understand user behaviour and preferences.
  • Stay updated with SEO best practices and Google’s guidelines.
  • Solicit feedback from clients and peers to identify areas for improvement.

Show expertise, authority and trust, and watch your law firm soar

So, there you have it: an insight into E-A-T and why it’s pivotal for law firms today. If you would like to improve the Expertise, Authoritativeness, and Trustworthiness of your online presence, please do not hesitate to get in touch with our expert team today.

Contacting Social Hive

📞  0412 338 376


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