EAT: Google’s Most Elusive SEO Metric
Google uses a variety of criteria to determine which web pages will be most useful to a user, based on that user’s search query. Some of these are easier for the creators of web content to appeal to than others. For example, including a keyword in a blog post is a very simple manner. The user’s time on page is not entirely within your control, but there are actions you can take to increase the chances that users will spend a substantial amount of time visiting your site instead of clicking away quickly. For example, you can make your content longer and ensure that it is interesting enough that users will want to read it all the way to the end; you should also invest in web design that gives you a user interface free of annoying glitches that might cause visitors to give up on your site quickly. By contrast, EAT, which stands for expertise, authoritativeness, and trustworthiness, is not something you can easily optimize. The good news is that your legal blog content, seeing as it appears on a law firm website, probably has more EAT than you realize it does.
Google Scholar Is the Key to a Law Firm’s EAT
Google is tight-lipped about the details of how it measures EAT, but it appears that Google can tell that you are a genuine expert on the subject of your content based on several factors:
· Your identity is independently verifiable. For example, if your law firm’s website says that you graduated from a certain university, it can verify this by going to your university’s website and viewing the program of your graduation ceremony.
· You only write about a small group of related subjects (for example, personal injury law and criminal defense law, or whichever practice areas your law firm works with), instead of being a generic Internet loudmouth.
· Other people link to your content.
In this regard, Google Scholar works in favor of lawyers in pursuit of EAT. Every appeals court decision in which you or your law firm is mentioned enhances your EAT, as does every article you have written for a law journal accessible through Google Scholar.
Leveraging Other People’s EAT to Enhance Your Site’s Content
Simply because your website belongs to a law firm, its EAT is already considerable. To enhance it even more, stand on the shoulders of giants. Link straight to the source of the topics you mention in your law firm blog posts; in other words, cite statutes and published court decisions directly, instead of citing secondhand accounts of them, such as the blogs of other law firms. This way, Google knows that you are not simply repeating Internet gossip.
Law Blog Writers Can Optimize Your EAT
Your EAT is already there; now, you need readable content that will help Internet users and Google’s search engine bots appreciate it. The professional legal content writers at Law Blog Writers will write interesting, readable content that showcases your expertise.