[author: Julie Lorson]
As a digital marketer focused on helping law firms thrive online, I’ve seen Google’s search landscape evolve time and again. But the recent rise of AI-generated search overviews (AIO) is a major shift that’s redefining how firms need to approach online visibility.
In this blog post, I’ll answer the burning question, how do you ensure your firm’s website and content are still featured in those overviews? Enter EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness.
What is EEAT and Why Does It Matter for AI Overviews?
EEAT is Google’s framework for determining content quality. While it originally emerged to evaluate the reliability of traditional search results, its role has become even more critical with AI Overviews. Think about it: If Google’s AI generates answers based on snippets of information, it must prioritize sources it considers highly credible.
Here’s a quick breakdown of EEAT:
- Experience: Does the content demonstrate firsthand experience? (Think lawyers sharing real insights or case examples.)
- Expertise: Does the author have proven knowledge in the practice area?
- Authoritativeness: Is the website widely recognized as a trusted resource?
- Trustworthiness: Is the content accurate, transparent, and reliable?
For law firms, EEAT isn’t just jargon—it’s the foundation of building content that Google trusts and features. The key is to produce content that showcases your firm’s legal expertise, while answering the exact questions your target audience is searching for.
How Law Firms Can Leverage EEAT for AIO
- Create Authoritative Content: Long-form blog posts, legal guides, case studies, and FAQs written by your lawyers (with bylines) position your firm as a trusted authority. For example, a post explaining changes to employment law, backed by real cases you’ve handled, checks all the EEAT boxes.
- Update Existing Content: Refresh older blog posts or articles with current insights and new information. AI-generated overviews pull from the most relevant, up-to-date sources.
- Highlight Experience and Credentials: Don’t hide your expertise. Include author bios for your lawyers, link to awards or accolades, and reference your years of experience. Google loves content that reflects real-world experience.
- Focus on Transparency: Include proper citations, cite legal resources, and ensure accuracy across all content. Misinformation can undermine EEAT—and trust with your audience.
Key Takeaways:
AI Overviews are here to stay, and law firms need to adapt to stay visible. By focusing on EEAT, you’re not just improving your chances of being featured—you’re building long-term credibility with your audience. When someone searches for a legal question, Google’s AI will prioritize content that demonstrates expertise, experience, and trustworthiness. This is an opportunity to stand out, attract leads, and showcase the value of your legal expertise.
