People enter search terms into Google for a variety of reasons; Google’s ranking algorithms even factor user intent into their calculations. Informational, recreational, and purchase-oriented searches require different responses from Google’s bots. It goes without saying that playing Six Degrees of Kevin Bacon and trying to find a lawyer who will help you after the insurance company offered you a paltry settlement for your car accident injuries or after your former employer threatened to sue you for breach of contract are not the same thing. Google should enable you to find the information you need in a single click. One way to show Google that it should place your site at the top of the list is by filling it with content relevant to the desired search term, but content is not the only thing that matters for search engine optimization (SEO). Links are also important, and you should focus on getting inbound links to all the pages of your site, not just the home page. Therefore, updating your law firm’s website regularly with professionally written, link-worthy legal blog content is an investment in your website’s organic search rankings.

Shallow Links and Where to Get Them

Shallow links are links that require three clicks or fewer (ideally one) to reach the desired content. If you wrote a blog post about noneconomic damages in car accident lawsuits, a shallow link would lead directly to that page. A deep link would lead to your law firm’s homepage; to reach the blog post, the user would have to click on “blog” and then the “car accidents” category, and then the desired post.

More importantly, shallow links boost the SEO rankings of the individual page, in this case the blog post. Links to the homepage direct all their SEO boost to the homepage, which presumably already ranks highly.

You can build shallow links through white hat means by exchanging guest posts with colleagues and organizations whose audience would be interested in your content. Your guest posts should include links directly back to the blog post (or practice area page) for which you are trying to build backlinks.

Sitelinks: The Ultimate Goal

Your goal in building backlinks to multiple pages on your site, including the homepage, is for Google to create a sitelink for your website. A sitelink is an SERP listing of a website with a link to the homepage at the top, and below it, a “table of contents” of links to various subheading pages on the site. You cannot bribe Google to make a sitelink of your law firm’s website; the only way to achieve it is by creating a website where multiple pages contain authoritative content and shallow backlinks.

Creating Quality Content Is an Ongoing Process

The only way to get a sitelink is by consistently updating your website with awesome content. The

legal content writers at Law Blog Writers will create blog content that will attract backlinks from colleagues and strangers alike.

Do you want your law firm to become a household name? EAT. Do you aspire to rise to the top of Google’s organic search results? EAT. Are you searching for a content marketing strategy that has staying power, even as Google’s algorithms are constantly changing? You have already found it. EAT. In search engine optimization terms, EAT stands for “expertise, authority, and trustworthiness.” EAT is as essential to the success of a business website as another indicator named for an essential life function, namely NAP, which stands for name, address, and phone number. All the fancy graphics and elegant prose in the world are useless if your website does not show Google, and by extension prospective visitors, what your business is called, where it is located, and how to contact it. Likewise, a website full of bells and whistles will not impress Google unless you back up its content with credibility. Professionally written legal blog content can enhance the EAT factor of your law firm’s website.

EAT to Enhance Your Law Firm’s SEO Rankings

EAT is not one criterion on which Google’s algorithms base their rankings of a website; rather, it is a principle that underlies all of the criteria that determine your website’s place among organic search results. Keywords, time on page, and other SEO criteria are merely measures of what really counts, namely expertise, authority, and trustworthiness. In other words, Google’s algorithms endeavor to rank websites according to the knowledge and credibility of the authors of their content. Any SEO ranking criterion is simply a proxy for EAT.

Unfortunately, there is no quick fix that will instantly transform you into a leading authority in your field. The only way to gain credibility is to provide accurate information again and again and to be transparent about where you found it. All the content marketing best practices, such as readable writing, links to other credible sources, and avoiding exaggerated and unverifiable claims, enhance your EAT, but none of them will get you a seat at the VIP table overnight.

EAT Like Your Clients’ Wellbeing Depends on It

While some websites can subsist on gimmicks, and some even thrive on clickbait, YMYL sites, including law firm websites, must EAT to live. YMYL stands for “your money or your life,” and it refers to websites that people visit in order to make financial decisions and other major decisions. Examples of YMYL sites are sites of businesses that provide medical, legal, and financial services, news websites, and websites that sell products directly. Twitter and the successors to I Can Has Cheezburger still serve their purpose even if their content is not factually accurate, but in the case of law firm websites, credibility is all you have.

EAT in Style With Professionally Written Legal Blog Content

While there is no shortcut to enhancing your professional reputation online, regularly updating the blog on your law firm’s website with well researched blog posts helps.

The legal content writers at Law Blog Writers will create blog content to help cement your law firm’s reputation for expertise, authority, and trustworthiness.

Anyone who has graduated from law school knows how to skim large volumes of text quickly to find the most relevant parts to read carefully. Your eyes naturally gravitate toward underlined phrases. Google operates in a similar way when crawling web pages to determine your site’s ranking on a search engine results page. The difference is that, on a web page, the text might just look underlined to a human reader, and when the person clicks on it, it leads them to a linked page. This is called anchor text. Google, by contrast, can see through the links on sight. Which words you choose as anchor text affects your SEO rankings, as do the links connected to the anchor text. Updating the blog on your law firm’s website is always good, but strategic use of anchor text can truly elevate your legal blog content.

Common Types of Anchor Text

This sample call to action paragraph for a blog post on a law firm website contains phrases that can be used as anchor text. “Bloggins & Associates is a personal injury law firm in Rehoboth Beach, Delaware. Visit our website at to schedule a consultation with a car accident lawyer.” Anchor text falls into several categories:

· Branded – the name of a business or commercial product, such as “Bloggins & Associates”

· Exact match – the keyword you are trying to rank for, such as “car accident lawyer”

· Partial match – a paraphrase of the keyword you are trying to rank for, such as “personal injury law firm”

· Naked URL – a website URL, such as

· Generic – a decontextualized invitation to click, such as “visit our website”

The Bloggins & Associates will not be harming its rankings by using any of these phrases as anchor text, as long as the links to them are appropriate; in this case, they should all lead to somewhere else on the Bloggins & Associates website, preferably the online contact form, since this is a call to action paragraph.

Get the Biggest SEO Boost With Contextualized Anchor Text

Especially in blog posts, the most effective kind of anchor text is contextualized anchor text. Imagine that Bloggins & Associates is publishing a post about distracted driving on its blog. They can make the post give the website an additional SEO boost through the use of anchor text. For example, the phrase “Delaware distracted driving laws” can link to the text of the statute or to a news article about the recently enacted distracted driving law. Likewise, the phrase “car accident lawyer” can lead to the car accidents practice area page on the Bloggins & Associates website. This will show Google that the blog post gets its information from credible sources and that more than one page on the Bloggins & Associates website contains information that will be useful to someone reading the distracted driving post.

Anchor Your Blog Posts at the Top of the Organic Search Results

The legal content writers at Law Blog Writers will use anchor text strategically when writing original, authoritative blog posts for your law firm’s website.