The worst and most malicious content on the Internet, the character assassination, conspiracy theories and sales of illegal drugs, tends to appear under pseudonymous bylines. It is easy to lie, slander, or put others at risk when you are confident that, in a few minutes, you can log off and go back to being the person that your family, neighbors, and coworkers trust, in other words, when the person causing trouble online is not the real you. It takes considerably more audacity to do those things and sign your real name to them. This problem is not new, and neither is Google’s awareness of it. Google has been using EAT, which stands for expertise, authority, and trustworthiness, as a search result ranking criterion since 2014, and since then it has undertaken several efforts to improve its ability to evaluate EAT accurately. This is just one of the ways that publishing legal blog content on your law firm’s website is great for your site’s search engine optimization (SEO) rankings.
To Enhance Your EAT, Tell Google in Unambiguous Terms Who You Are
Many SEO criteria are based on characteristics of the content itself, such as keyword richness and density, length of content, idiomatic language, and lack of repetition. Additionally, some criteria relate to users’ engagement with the content, such as the number of clicks the page has received, the time on page of the average visit, and the number of backlinks. Meanwhile, EAT is about who wrote the content, not what it says or who read it.
The authors with the best EAT are individuals and companies that Google’s human evaluators and natural language processing (NLP) bots can prove are who they say they are. For example, a human evaluating websites for Google probably knows that there is a company called Nike and that it makes athletic shoes. If she does not know off the top of her head that there is a law firm called Bloggins & Associates that is located in Atlanta and takes personal injury cases, she can do a Google search and find its address and phone number; if she is really doing her due diligence, she will call.
NLP bots will not call your law firm and talk to a receptionist, but they do respond to statements like “Branwell Bloggins is a personal injury lawyer based in Atlanta and licensed to practice law in the state of Georgia.” If you include information about the law school you graduated from and previous jobs you have held. You can include this information on the “Attorneys” page on your site or at the end of the guest posts you write on other sites.
Add Your EAT to Professionally Written Content
The professional legal content writers at Law Blog Writers will produce custom-written blog content for your law firm’s website and for guest posts. By adding your byline to the professionally written content, you can use your EAT to boost your SEO rankings.