This is the success story of a well-known law firm and how in 12 months we managed to increase organic visibility by 150% to become one of the leading law firms for startups and the technology sector.
EAT: How to get the authority and the trust needed to position on Google
In the SEO world, everyone knows the meaning of the acronym EAT: expertise, authoritativeness and trustworthiness. However, at the time this concept was published in the guidelines given to Google’s quality raters, it was a whole new field to explore and to develop a new methodology. For those unfamiliar with EAT, this concept implies that not all content searched for on Google is measured by the same rules. For Google, there are subjects where it is necessary to provide users with guarantees that they can trust the websites and content that appears in the top positions. We call this content, which is not the only one that EAT covers but perhaps the most representative, Your Money or Your Life: “Some types of pages or topics could affect a person’s future happiness, health, financial stability or security. We designate these pages as “Your Money or Your Life” pages, or YMYL.” That is, for anything that affects users’ “happiness, health or wealth”, Google wants to make sure that the sites that appear are recognized entities, which users can trust for advice about their health or finances. This is also the case for legal searches that users perform on Google.
Increased visibility by 150%
We received the project in February 2019. As you can see in the graph below, visibility had been stagnant throughout 2018 and was starting to take a downward trend in 2019. In April 2019 we managed to turn the tables and get on a growth path that would lead us to raise organic visibility to the threshold of 10,000 monthly users.
Content that can build trust and attract customers
One of the first steps was to generate content with transactional value, that is, content with the ability to get leads from customers interested in the service. To be considered a reference and an expert in our sector, Google needs to find content on our website that satisfies the user’s search intent and that also encourages the user to contact us for more information. So, we need to ask ourselves:- Is it easy for users to find answers to their legal concerns?
- Is the content signed by an authority figure in the sector?
- Do the content and the person signing it convey trust and authority?
- If the user reads the content, is it likely that they will want to contact us to hire our services?
- Is it easy for all users to find and complete the contact form?
Getting industry insiders to talk about us
Our brand’s reputation plays a fundamental role,and the occasions in which it appears referenced on other websites in our sector is essential to earn Google’s Trust . Our client had an expert and respected team in the sector, however, this leadership was not yet reflected in either their website or in other leading websites in the field. So we came up with a plan to get Google to recognize our authority in the sector. How did we do it?- Detect and contact leading websites on Google in the content and subjects of our specialty
- Capture trends and write newsworthy articles in which our referenced client appeared
- Improve the visibility of articles and make our client’s brand constantly in the news
Experts in positioning yourself as an expert: EAT SEO Success Story Legal Sector
To successfully attract clients through the Internet, it is necessary to gain the trust of both Google and users. The main weakness of many professionals is that they do not know how to transfer their authority and mastery of the specialty they work in to the Internet. To achieve this, it is necessary to create content in an exhaustive and rigorous manner, but also to structure it in a way that is easy to understand. Likewise, if other authority sites on the Internet do not echo the content published on your website, there is much less chance that Google will consider you a reference in your sector. At iSocialweb we are experts in helping experts professionals like you, to gain visibility and trust on the Internet, which you deserve for your good “know-how”. To do this, we put at your disposal a multidisciplinary team of editors, SEOs and analysts capable of:- Identifying which searches your clients perform on Google
- Identifying which of these searches are most profitable for your business
- Creating and optimizing content to satisfy customer searches
- Getting references to your website from other major players in your sector
- Increasing the number of users who contact you after visiting your website
Co-CEO and Head of SEO at iSocialWeb, an agency specializing in SEO, SEM and CRO that manages more than +350M organic visits per year and with a 100% decentralized infrastructure.
In addition to the company Virality Media, a company with its own projects with more than 150 million active monthly visits spread across different sectors and industries.
Systems Engineer by training and SEO by vocation. Tireless learner, fan of AI and dreamer of prompts.
