Your people have the technical legal knowledge together with the experience and expertise to bring about the best outcomes for your clients, but are you showing Google this in a clear and transparent way?


Your people are your business.

Your lawyers and support teams do so much more than carry out your vision; they’re the heart of your organisation, running every aspect of the business. Their expertise and commitment drive your processes, services, and productivity.

When you value your employees and their contributions, they’ll reward you with loyalty and excellent work. When you show Google how awesome your people are, Google migrates the value you place on your people to the value it places on your website and its content.

Your people are constantly building relationships with colleagues and clients, but do you realise the potential they hold to build your organisation’s relationship with Google?

Because Google places so much weight on content signals that demonstrate experience, expertise, authority, and trustworthiness (E-E-A-T).  Approaching the relationships and connections that surrounds your people, your content, your website, and Google is the route to SEO nirvana for your firm.


E-E-A-T and law firm content

E-E-A-T stands for Experience, Expertise, Authority and Trustworthiness. It forms a part of Search Quality Raters Guidelines that Google uses to evaluate the quality of websites:

  • Experience: This is all about lived experiences, which you can show through sharing the faces behind your website.
  • Expertise: This relates to how much knowledge around the topic is shown in the website.
  • Authority: This is about how much authority you have on the topic: are you a go-to source for new information?
  • Trustworthiness: If you want to increase your level of trust, consider including testimonials and showing search engines that your website is secure.

Law firms form part of a category known as YMYL (Your Money or Your Life). Sectors that come under this umbrella include those that could affect someone’s personal life in terms of their health, financial stability, safety, or well-being. For example, if you are offering advice on the steps someone should take before selling their house and this is inaccurate, it could potentially cost them money.



Why AI generated content won’t help you rank on Google

One of the reasons for Google introducing E-E-A-T was because of the threat that AI posed to authenticity. It wants to show users original content, which is both accurate and trustworthy.

Whilst Google’s initial position was that AI-generated content is spam, this changed in February 2023 when Google updated its policy to say that it is no longer spam if it is helpful and created for ‘people first’ and not just used to manipulate search result rankings.

Even though Google is no longer stating that they will demote AI content, it still won’t rank very well on search engines, especially in relation to legal matters.  Robots can’t demonstrate: E-E-A-T:

It requires a human with experience, education, and overall knowledge around the area to gain trust with Google. The world’s leading search engine is also an expert in identifying AI-generated content, through looking for changes in writing styles. So, investing in human content rather than robots will ultimately lead to better search rankings.

This begins with ensuring that your people have the relevant expertise to help gain authority with search engines.


Importance of your team’s experience and expertise for online success

Showcasing your people’s experience and expertise will help with E-E-A-T factors in the legal field. Whilst the terms experience and expertise can be used interchangeably, it is important to dissect how Google differentiates them.

For example, if you have gone through a personal injury claim you will most likely have your own insights on the process, and the efficiency and professionalism of the law firm itself. However, this doesn’t necessarily mean you have the legal expertise that a lawyer or solicitor could provide. Both of these perspectives are valuable to showcase but will be judged differently for both expertise and experience.

So, how do you showcase experience and expertise on your website? It all starts with your people, and presenting their knowledge. Ways in which you can do this include:

  • Accreditations and memberships: If your law team is accredited, or a part of, any organisations (such as STEP, CQS, APIL, AvMA, LEXCEL), this should be shown on webpages. It gives trust signals to Google that you know what you are doing and as a result you will receive more credit.
  • Awards: This includes the Legal500 and Chambers & Partners. This again suggests to search engines that you are reputable within the industry and are recognised for your knowledge in law.
  • Lawyer profiles: These should have a professional photo, some background information and a link to their LinkedIn. This puts a face behind the content, and shows that your people have the expertise required to advise potential clients. Your information, in their eyes, is likely to be accurate.
  • Blogs and podcasts: These suggest to Google that your knowledge is extensive. It can also suggest that you keep on top of any changes in the law, and as a result your content is likely to be fresh.

It is also important to gather customer feedback to add to your content. This could be in the form of reviews, case studies or testimonials. All of this helps Google build trust in your website and help to show Google that you are best placed to offer legal services to clients. This will lead to new business generation through increasing your visibility on Search.


Trust Signals that Google can understand

Having structured data can help Google to better understand what your website is about, page by page. Marking up your data with different types of Schema Mark-up can help with your brand identity which is one of the trust factors. Different types of Schema include:

  • Organisation: this offers detail about the organisation itself, including its name, logo, contact details, location and other details. This can help Google to recognise your brand more.
  • Person: this focuses on personal details, including names, job titles, affiliations and contact details. This can hugely impact E-E-A-T, showcasing who is behind your website’s content.
  • FAQ: This can help you get rich snippets on Google of specific, relevant questions to search queries with a high commercial intent.

You should also add internal links throughout your website which will help to inform Google what your page is about, and which search query relates to it. Having external links to authoritative sites to back up your claims will help build trust with Google that the information you are providing is accurate.


Developing your people leads to new business generation

Investing in your people certainly helps with E-E-A-T through showcasing their experience and expertise which helps Google to trust your website and you will gain authority. This will certainly help your website rank better for targeted keywords and resulting in more traffic and leads for your business. But this isn’t the only way in which investing in your people can help your business growth. For example:

  • Having a positive work culture where employees feel confident to speak up and suggest ideas can spark innovation, for example technologically. It also leads to higher staff retention, loyalty and improved direct recruitment.
  • It can create a personal brand for lawyers which can help to gain authority in Google leading to better rankings.

In the long run, putting time and effort into developing your people will pay dividends, resulting in more revenue for your business through improved online success and a better working environment.



We specialise in law firm SEO

At Cure Digital, we have more than 15 years of experience in law firm SEO. We have the technical knowledge that can take your business to the next level, through improving your E-E-A-T and creating quality content which will be recognised by Google. This is even more critical in the law industry, as YMYL means that your content will be scrutinised more than others for accuracy, reliability and trustworthiness.

We adopt a range of techniques, both on- and off-page to improve your search engine rankings, ultimately leading to new business generation for your law firm.

Every law firm is different, and our approach will be targeted towards your specific needs. Whatever your speciality and size, we can help your company grow online, driving targeted traffic to your site and generating more leads.

You cannot afford to not incorporate E-E-A-T into your law firm’s digital marketing strategy, and we can help you succeed with this, ensuring that we prove to Google that you are experienced, have the expertise and are authoritative and trustworthy.

The digital world waits for no one. If you are ready to elevate your employment law firm to new heights, it is time to act. Contact Cure Digital today and let’s start building a future-proof digital marketing strategy for your firm.

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