Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—is particularly important for legal websites. Legal content falls under what Google calls “Your Money or Your Life” (YMYL) topics, where low-quality information can cause real harm. Here’s how law firms can excel at E-E-A-T.

Understanding E-E-A-T

E-E-A-T is not a ranking algorithm but a framework Google uses to train quality raters who evaluate search results. However, the signals that demonstrate E-E-A-T correlate strongly with what actually ranks. Let’s break down each component for legal websites.

Experience

The first “E” was added in 2022 and stands for Experience. Google wants to see evidence of first-hand, real-world experience with topics.

For law firms, this means showing:

Actual cases you’ve handled
Real client scenarios (appropriately anonymized)
Courtroom experience
Years in practice
Specific outcomes achieved

Expertise

Expertise is about having the knowledge and skill in a particular field. For lawyers, this is perhaps the easiest element—you have professional credentials that demonstrate expertise.

Demonstrating expertise:

Education and bar admissions
Certifications and specializations
CLE courses and continuing education
Published works and presentations
Awards and recognitions

Authoritativeness

Authority is about being recognized as a go-to source in your field. It’s not just what you say about yourself—it’s what others say about you.

Building authority:

Media mentions and expert quotes
Links from respected legal publications
Peer recognition and referrals
Speaking at industry events
Contributions to legal discourse

Trustworthiness

Trust is the foundation of E-E-A-T. For lawyers, who hold positions of professional trust, this is critical.

Building trust:

Clear about who you are
Transparent about your services and fees
Secure website (HTTPS)
Clear contact information
Honest about what you can and cannot do

E-E-A-T for Attorney Bio Pages

Your attorney bios are critical E-E-A-T signals. Here’s what to include:

Essential Bio Elements

Professional Credentials:

Law school and graduation year
Bar admissions (with dates)
Court admissions
Certifications and specializations

Experience Indicators:

Years of practice
Practice area focus
Number of cases handled (if impressive)
Trial experience

Authority Signals:

Leadership positions
Published articles and books
Speaking engagements
Awards and recognitions
Professional associations

Trust Elements:

Professional photo (not stock)
Direct contact information
Personal approach or philosophy
Community involvement

Schema Markup for Attorneys

Implement Attorney schema to help Google understand your credentials:

{
  "@type": "Attorney",
  "name": "John Smith",
  "jobTitle": "Personal Injury Lawyer",
  "url": "https://example.com/attorneys/john-smith/",
  "image": "https://example.com/images/john-smith.jpg",
  "alumniOf": "Harvard Law School",
  "memberOf": "State Bar of Texas",
  "award": ["Super Lawyers 2024", "Best Lawyers 2023"]
}

E-E-A-T for Practice Area Content

Your practice area pages need to demonstrate E-E-A-T throughout.

Structure for E-E-A-T

Opening: Establish credentials immediately “With over 20 years handling complex medical malpractice cases and over $100 million recovered for injured patients, our team has the experience to take on hospitals, insurance companies, and medical device manufacturers.”

Body: Demonstrate expertise through depth

Comprehensive coverage of the practice area
Specific types of cases you handle
Your process and approach
Common questions answered thoroughly

Proof: Show experience and results

Relevant case results (with appropriate disclaimers)
Testimonials from past clients
Media coverage of significant cases

Trust: Be helpful and transparent

Clear explanation of what to expect
Information about consultations
Realistic expectations set

Supporting Content

Create supporting content that reinforces expertise:

Blog posts diving deeper into specific issues
FAQs addressing common client questions
Guides and resources for potential clients
Analysis of relevant laws and regulations

E-E-A-T for Blog Content

Blog posts need E-E-A-T signals just as much as practice area pages.

Author Attribution

Every blog post should clearly identify its author—a named attorney with credentials. Anonymous content or content attributed to “Admin” lacks E-E-A-T.

Include:

Author name and title
Photo
Brief credentials
Link to full bio

Content Depth

Shallow content lacks expertise signals. Each blog post should:

Thoroughly cover its topic
Demonstrate deep knowledge
Cite sources where appropriate
Provide genuine value

Accuracy and Currency

Legal accuracy is paramount:

Verify legal statements against current law
Include jurisdiction where applicable
Note when laws may vary by state
Update outdated content

Currency matters:

Add publication dates
Update posts when laws change
Add “last reviewed” dates for evergreen content

E-E-A-T for Case Results

Case results are powerful E-E-A-T signals when presented properly.

What to Include

Type of case
Challenge or obstacle overcome
Result achieved
Why it mattered to the client

Compliance Considerations

Most states require disclaimers on case results:

Past results don’t guarantee future outcomes
Each case is different
Specific facts affect results

Check your state bar rules for specific requirements.

Schema for Case Results

Consider implementing schema for notable results:

{
  "@type": "Product",
  "name": "Truck Accident Verdict",
  "description": "$2.5 Million verdict for client injured in semi-truck collision",
  "review": {
    "@type": "Review",
    "reviewBody": "Our legal team secured a $2.5 million verdict...",
    "author": { "@type": "Organization", "name": "Smith Law Firm" }
  }
}

E-E-A-T for Reviews and Testimonials

Client reviews demonstrate experience and build trust.

Collecting Reviews

Ask satisfied clients for reviews
Make it easy with direct links
Follow up appropriately
Thank reviewers

Displaying Reviews

Feature reviews prominently on your site
Implement Review schema markup
Link to third-party review platforms
Respond to all reviews professionally

Trust Signals from Reviews

Reviews build trust when they:

Come from verified sources (Google, Avvo)
Include specific details about experience
Are responded to professionally
Show a pattern of satisfaction

Building External Authority Signals

E-E-A-T isn’t just about your website—it’s about how the web perceives your authority.

Earn Quality Links

Links from authoritative sources signal trust:

Legal publications (Law360, Above the Law)
News media coverage
Bar association profiles
University citations
Government resource links

Get Mentioned

Even unlinked mentions build authority:

Expert quotes in news articles
Citations in legal resources
Mentions in professional publications

Contribute to Discourse

Active participation builds authority:

Publish articles in legal journals
Speak at conferences
Contribute to bar publications
Participate in legal education

Common E-E-A-T Mistakes

Using Stock Photos for Attorneys

Nothing screams “untrustworthy” like a stock photo attorney bio. Use real, professional photos.

Anonymous Content

Content without clear authorship lacks E-E-A-T. Attribute everything to real attorneys.

Exaggerated Claims

Claims you can’t substantiate hurt trust. Stick to verifiable facts.

Outdated Information

Old content with old laws damages expertise signals. Keep content current.

Missing Contact Information

If potential clients can’t easily contact you, trust suffers. Clear contact info is essential.

Measuring E-E-A-T Impact

While E-E-A-T isn’t directly measurable, watch for:

Rankings improvements for YMYL content
Increased organic traffic
Better engagement metrics
More conversions from organic search

The Bottom Line

E-E-A-T isn’t a box to check—it’s a framework for building the kind of web presence that serves potential clients and earns Google’s trust. For law firms, where professional credentials and trust are already core to the business, demonstrating E-E-A-T should be natural.

The firms that invest in genuine expertise, that build real authority, that maintain high trust standards—these are the firms that will succeed in both search rankings and client acquisition.

Need help evaluating and improving your firm’s E-E-A-T signals? Let’s discuss.