Law Firm Marketing Agency
2025 is a new year, but the same best practices apply—and that starts with EEAT.
A strategic website design and dynamic SEO campaign for your law firm are your key to unlocking online success. But we hear from a lot of legal professionals who are afraid to take action. Search engines are constantly updating with new tweaks. How can you know what to do?
Here’s the secret: All search engine updates have the same goal: to serve up high-quality information to users. And the best way to show quality is EEAT.
So, here’s an actionable primer on EEAT for lawyers and legal websites.
What is EEAT?
EEAT stands for:
- E-Expertise: Does the content creator have deep knowledge of the topic?
- E-Experience: Has the author demonstrated firsthand experience?
- A-Authoritativeness: Is the source credible and well-recognized in its field?
- T- Trustworthiness: Is the content accurate, transparent, and secure?
For lawyers, EEAT might look like:
- E-Expertise: Demonstrating deep legal knowledge from your unique POV and highlighting certifiable skills, like education, certifications, etc.
- E-Experience: Showcasing real-world cases and client success
- A-Authoritativeness: Establishing credibility through credentials and recognition
- T-Trustworthiness: Ensuring transparency, accuracy, and security with authoritative sources and regular updates
While EEAT is not a ranking factor, Google has confirmed that they rank sites that demonstrate the qualities of EEAT. Strong EEAT improves rankings and helps build client trust.
EEAT for lawyers
Grab your legal pad—here’s your step-by-step roadmap to EEAT for lawyers.
To meet Google’s EEAT standards, lawyers should focus on four key areas:
1. Publish high-quality, authoritative content.
- Write clear, legally sound articles on common client concerns.
- Keep content up to date. Laws change, and so should your website.
- Use author bylines that include credentials to prove expertise.
2. Build online authority.
- Secure mentions on reputable sites via media mentions, interviews and backlinks to high-quality content.
- Claim and optimize your Google Business Profile (GBP).
- Get listed in trusted legal directories like Avvo and Justia.
3. Demonstrate real-world experience.
- Showcase case studies and client success stories (with permission).
- Publish recent client testimonials that demonstrate your effectiveness.
- Highlight your media features or recent speaking engagements.
4. Optimize for your ideal client.
- Answer common legal questions in plain language for your specific ideal client.
- Make navigation easy with clear CTAs (e.g., “Schedule a Consultation”).
- Use structured data (schema markup) to help search engines understand your pages.
Some of these tactics are easier implemented with help from a developer (like schema markup) or skilled marketer (GBP optimizing). But all are important for EEAT.
How well is your firm EEAT-ing?
While EEAT is not a specific metric, you can gauge how well your site is doing by analyzing:
Google Search Console: Identify which pages are ranking and where the traffic comes from.
SERP results: Search for your firm on Google and see how you compare to competitors.
Backlinks & mentions: Are you cited by reputable sources? Are these recent citations?
Client engagement: Are users staying on your site, or bouncing?
Regularly review your metrics, and note that it can take time to develop online authority.
If you work hard to improve your EEAT, wait a month or two to see if your changes positively impact your rankings and traffic. If you’re still not ranking well, refine your content and strengthen your authority signals.
Other helpful key search engine optimization concepts
EEAT is just one factor in optimizing for the search engines.
To succeed online this year, focus on achieving EEAT while also staying open to new changes in the digital landscape in 2025.
- Useful content: Recent, scannable, accurate content is always helpful for SEO.
- Site performance: Page speed and mobile experience impact SEO tremendously.
If we had to emphasize just one bullet-proof marketing strategy for all lawyers, it would be testing and refining.
Listen, SEO is a long game. It’s a moving target sometimes. But the only way to get better at hitting that target is to aim and shoot. Notice what works and do more of that. Notice what doesn’t work and adapt.
There’s no big secret. But it does take commitment—and sometimes, that means admitting your weaknesses and hiring trustworthy help.
Websites that EEAT
You’re not all alone. Give yourself a leg up and build your digital presence with a trusted legal SEO partner instead of trying to DIY.
Here are key characteristics of websites that EEAT:
- SEO-friendly structure (clean navigation, keyword-optimized pages)
- Fast load times and mobile responsiveness
- Content templates that accommodate EEAT best practices
Check out these sample websites to see what we mean.
Omnizant’s sites are built for EEAT and search engine success. Lawyers have more important things to worry about, right?
If your site is not EEAT-optimized, then you’re missing out on opportunities to earn clients.
Review and next steps
2025 is a new year, but the same best practices apply.
EEAT is your roadmap to creating a high-quality website that will satisfy potential clients as well as Google. Whether you’re chasing a new SEO high or building an online presence from scratch, Omnizant’s team can help you.