If you follow marketing to any degree, especially as it applies to your law firm, you will know SEO is an oft-used abbreviation for search engine optimisation, which is the process by which businesses seek to have their websites rank higher in Google and other search engines than they already do.
Here, we are going to introduce another three-letter term, and it is one that you should take notice of because it comes from the search engine whose policies and algorithms dictate the vast majority of website rankings, Google. Those three letters are E, A, and T and they come together as E-A-T. Before you ask, it has nothing to do with food but instead is a key aspect of Google’s views on what the content on websites should demonstrate if they wish to be ranked well.
Let us start by explaining what each of the letters in E-A-T stands for.
E stands for Expertise.
A stands for Authoritativeness
T stands for Trustworthiness
At first glance, you might be thinking that these are three traits that you would want most people to have, and you are correct. However, just as they might be seen as positive attributes of an individual, they are also regarded by Google as desirable attributes in website content, which is why they must be considered carefully by any lawyer who wishes their content to help their website rank highly on Google.
To that end, our first recommendation is an obvious one and that is you must include E-A-T as part of your content creation within your SEO campaign. However, to do so you must first know what each term means in the eyes of Google, and how you can illustrate that your content is worthy of those descriptions, which is what we are about to explain.