Introduction to Google Search Quality Rating Guidelines
Google’s Search Quality Rating Guidelines are a set of criteria used to evaluate the quality of web pages and ensure that users find the most relevant and trustworthy content in an online search. Google Search Quality Raters (thousands of contractors across the globe) use the Guidelines to rate page quality and provide feedback to Google which it then uses to refine its top-secret algorithm. The better the page quality, the higher the algorithm will rank the page in Google search rankings. In the Guidelines, E-E-A-T and YMYL are identified as important factors in page quality. Therefore, although E-E-A-T and YMYL may or may not be a direct search ranking factor, it’s clear that they are important in the eyes of the search giant.
Understanding E-E-A-T & YMYL for Lawyers
What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness.
Per Google, raters must consider E-E-A-T in determining page quality. Google describes E-E-A-T as:
The first-hand experience of the creator.
The expertise of the creator.
The authoritativeness of the creator, the main content itself, and the website.
And trust: the extent to which the page is accurate, honest, safe, and reliable.
For lawyers, demonstrating E-E-A-T is essential. It shows potential clients and Google that you are a credible source of legal information.
What is YMYL?
YMYL stands for “Your Money or Your Life.” The official definition from Google states:
Pages on the World Wide Web are about a vast variety of topics. Some topics have a high risk of harm because content about these topics could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society. We call these topics “Your Money or Your Life” or YMYL.
YMYL often applies to legal content because the things lawyers are writing about frequently involve the risk of harm (health, financial, safety, or otherwise) to the reader. Google Search Quality Rater guidelines provide a table detailing examples of YMYL content:
Google Search Quality Rater Guidelines, Page 12
We can re-frame some of these to show examples of why legal content may fit under the YMYL umbrella:
Advice about an activity – Content like “What to do after a fender bender” comes to mind here. The information presented in these types of articles needs to be accurate to prevent financial and possibly physical harm to the reader. A lawyer certainly wouldn’t want to advise a reader to “drive away” immediately after a car accident.
News about current events – Perhaps your firm deals with catastrophic injuries. If a building collapses in a major city and your firm decides to cover that on your website, then it needs to be accurate information. Accurate not only about the incident but potentially about what to do as a result of said incident to minimize harm and protect a victim’s legal rights.
Or perhaps you are a data privacy lawyer writing a legal alert about the impact of your state’s recent data privacy law (think CCPA). This information needs to be accurate because harm (financial by way of fines) could be caused by inaccurate information.
Importance of E-E-A-T in Law Firm Content
With the lens of law firm content being YMYL, E-E-A-T is even more critical. People seek legal advice to solve serious issues. They need to trust the information they find. Lawyers must therefore create content that reflects their experience, expertise, authority, and trustworthiness.
Showcasing expertise involves presenting your legal knowledge effectively. Write detailed articles about your practice areas. Use clear, precise language. Share insights from your legal experience. This not only helps in ranking well but also builds trust with your audience.
Per Google:
For informational pages, consider the extent to which the content is factually accurate. For pages on YMYL topics, consider the extent to which the content is accurate and consistent with well-established expert consensus.
Google Search Quality Rater Guidelines, Page 21
Incorporating E-E-A-T into Your Content Strategy
Incorporating E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) into your content strategy is vital for your law firm to stand out in the crowded legal marketing landscape. Here’s how you can ensure your content aligns with E-E-A-T principles:
Conduct Thorough Keyword Research
Start by understanding what your potential clients are searching for so that you can provide answers to those questions in your content. Tools like Google Keyword Planner, Ahrefs, or SEMrush can help identify keywords relevant to your legal services. Keyword research is an important piece of the puzzle for law firm seo.
Produce High-Quality, Informative Content
Your content should be informative, accurate, and well-researched. Break down complex legal concepts into easy-to-understand language without compromising the depth of information. Each piece should aim to educate your audience, offering them valuable insights and practical advice. High-quality content will also go a long way to attracting backlinks, which are another key piece of law firm seo. Backlinks are an important authoritative metric used in the Google ranking algorithm.
Showcase Your Expertise
I know expertise is a bad word in legal marketing but it matters (even if your state ethics rules prevent you from using the word.) Make sure every article or blog post reflects your legal expertise. Include detailed analyses, case studies, and examples from your practice. Highlight your qualifications, years of experience, and areas of specialization (yes, another commonly forbidden word.) This not only builds trust with your readers but also positions your firm as an authority in the legal field.
Leverage Authoritative Sources
Back up your claims with data and references from reputable sources. Citing legal precedents, statistics from government websites, and information from recognized legal publications can strengthen your content’s credibility. This also signals to Google that your content is reliable and trustworthy.
Build Author Profiles
Create detailed attorney bios for all contributors to your blog or website. Highlight their legal credentials, professional achievements, and expertise. This adds a personal touch, introduces your attorneys to potential clients, and reinforces the authority and expertise of your content.
Encourage Client Testimonials and Reviews
Client testimonials and reviews are powerful trust signals. Showcase positive feedback from satisfied clients on your website. Encourage clients to leave reviews on platforms like Google My Business, Avvo, or Yelp. This helps build your law firm’s credibility and trustworthiness.
Monitor and Update Content Regularly
Keep your content fresh and up-to-date. Regularly review and update existing articles to reflect the latest legal developments and changes in your practice. This not only maintains your content’s relevance but also signals to Google that your site is active and authoritative.
By implementing these strategies, you can effectively incorporate E-E-A-T into your content, enhancing your law firm’s online presence and attracting more potential clients.
