Law firms that dominate Google search results share one critical trait: they regularly create content that both serves their potential clients and aligns with Google’s ranking guidance. 

While most law firms now publish blogs and other forms of content, only those who understand Google’s evolving standards for legal content consistently reach page one. This guide reveals how top-ranking law firms create content that converts browsers into clients by aligning with Google’s E-E-A-T principles for legal websites.

Indexing Incentives: Why Google Gives a SERP

When determining how to get content to rank on Google, consider Google’s incentives. From Google’s perspective, it is trying to give its users the best answers to their queries possible. 

If the search results aren’t relevant to users’ queries, they may turn to another search engine or generative AI like ChatGPT to answer their question. Poor results will cause users to start looking to other search engines or services, which means less eyeballs for Google – and, ultimately, most importantly for Google – less advertising revenue. As a result, Google is strongly incentivized to provide high-quality, relevant search results to users’ queries.

Start with Google’s Helpful Content Update Guidance

So, how do you create high-quality content that ranks highly in the search results? In 2022, Google launched its Helpful Content Update in an “effort to ensure people see more original, helpful content written by people, for people, in search results.” 

In that guidance, Google provides the following guidance:

• Write for People, Not Search Engines –  Google rewards content that truly helps users. For law firms, this means creating resources that address clients’ legal concerns with depth and expertise. Focus on establishing your firm as a trusted authority through well-researched, informative content that speaks directly to your audience’s needs.
• Avoid search engine-centric tactics – Do not use content strategies that prioritize rankings over user experience. Mass-producing articles on unrelated legal topics, relying on AI-generated content, or rehashing competitors’ insights without adding value won’t cut it. Instead, develop a focused content plan that aligns with your firm’s specialties and addresses your clients’ specific concerns.
• Maintain site-wide quality – Google now evaluates content quality across your entire site. Low-quality pages can drag down even your best work’s visibility. Regularly audit your content, removing or revising underperforming pieces. Consistency is crucial – ensure every page on your site demonstrates your firm’s expertise, authority, and trustworthiness.

It’s All About that E-E-A-T

When Google evaluates content quality, it looks to whether that content aligns with demonstrating experience, expertise, authority, and trust – what it refers to as E-E-A-T in its Search Quality Rater Guidelines. In addition, it’s guidance regarding “Creating helpful, reliable, people-first content” clarifies that Google looks to E-E-A-T to determine whether content is “helpful:”

Source: https://developers.google.com/search/docs/fundamentals/creating-helpful-content

Importantly, E-E-A-T is particularly important for law firms, as Google scrutinizes content on topics that could significantly impact people’s health, financial stability, or safety more closely. The same is true for topics that could affect the well-being or welfare of society. In its documentation, it calls these “Your Money or Your Life Topics” or “YMYL” for short.

Understanding YMYL Content Requirements for Law Firms

Legal content falls squarely into Google’s “Your Money or Your Life” (YMYL) category, which receives heightened scrutiny during quality evaluations. Understanding what this means for your content strategy is crucial for law firms seeking to rank well.

What Makes Legal Content YMYL?

Legal information directly impacts people’s financial stability, rights, and safety – the core concerns of YMYL categorization. Google classifies legal content as YMYL because incorrect or misleading information could lead to serious negative consequences in people’s lives. This includes content related to legal processes and rights, information that could influence financial decisions or legal strategies, and advice that might impact a person’s future welfare or safety. Content addressing high-stakes situations like criminal charges, immigration, or custody disputes receives particular scrutiny.

This classification means Google applies more rigorous standards to legal websites than to non-YMYL content like entertainment or informational blogs. Your content must clear a higher bar to rank well.

Heightened Standards for YMYL Content

For legal content, Google’s algorithms and human quality raters look for exceptional accuracy and precision. They expect clear demonstration of relevant legal credentials and qualifications from content creators. Transparency about jurisdiction-specific information is essential, as is regular updating to reflect changes in laws and precedents.

Google also evaluates your editorial standards, looking for evidence of fact-checking and verification processes. Appropriate disclaimers distinguishing general information from legal advice are expected, as is proper citation of legal authorities, statutes, and case law where relevant.

Law firms should recognize that these standards aren’t just good SEO practice – they align with ethical obligations to provide accurate information to the public.

Meeting YMYL Content Requirements

To satisfy Google’s elevated standards for legal content, prioritize subject matter expertise by ensuring content is created or reviewed by qualified attorneys with specific experience in the practice area being discussed. Focus on accuracy by including citation to relevant legal authorities and verifying all information with multiple sources before publishing.

Always provide jurisdictional context by clearly stating which locations the legal information applies to, avoiding vague generalizations about “the law.” Implement a regular review process for existing content to maintain freshness as laws change.

Include appropriate disclaimers clarifying that website content provides general information rather than personalized legal advice. Enhance authority signals by featuring author biographies that highlight relevant qualifications and experience in the specific legal topic. When discussing interpretations of law, focus on mainstream legal viewpoints rather than fringe theories to demonstrate consensus views.

By addressing these heightened standards for YMYL content, law firms can improve their rankings while providing truly valuable information to potential clients navigating complex legal situations.

All of this means that the law firm content has to demonstrate E-E-A-T in order to have a chance to rank well. Let’s take a look at specific ways you can create law firm website content that aligns with E-E-A-T in a way that Google will reward.

Demonstrating Experience

For lawyers, it’s critical to highlight your experience, and how you do so can often depend on where you are in your career. For example, if you have been practicing for a few years, you can discuss your years of experience, number of cases handled, or notable case results. If you are a newly-minted lawyer, you may need to focus on internships or judicial clerkships you had in law school.

Using Personal Experience as a Differentiator

Another powerful way you can demonstrate experience is discussing your own experience with the legal system – as a litigant. For example, the Law Tigers focus on motorcycle accident law, and many of them are riders themselves. In their content, they highlight this experience, both to build trust with their potential clients (injured riders) and to establish themselves as having experience with all aspects of motorcycle accident law. Here’s an example of content from their homepage:

Law Tigers Lawyers* are ingrained in the fabric of the motorcycle community because they have a passion for riding and are always committed to being by your side. Riders trust our motorcycle lawyers* because we have motorcycle related experience and knowledge to help you obtain fair compensation for your pain and suffering.

This approach can be particularly effective in practice areas where personal experience can provide unique insights, such as:

• Personal injury lawyers who have been through the claims process themselves
• Family lawyers who have navigated divorce or adoption personally
• Business lawyers who have founded or run their own companies

As a general rule, remember that demonstrating your experience should focus on your direct involvement in a particular subject, rather than your knowledge or training.  

Show off Your Expertise

When it comes to demonstrating expertise, you should focus on your knowledge and training. Google directs its Search Quality Raters to consider the extent to which the content creator has the necessary knowledge  or skill for the topic. To demonstrate your expertise as an attorney, your content can highlight things like:

• Academic awards or distinctions (e.g., summa cum laude, Order of the Coif)
• Publications in law journals or trade magazines
• Contributions to well-regarded legal blogs
• Media mentions
• Professional recognition
• Positions of leadership in the legal community
• Specialized training
• Board-certification in a specific practice area

To demonstrate your expertise, make sure that you (and all of the attorneys in your firm) have robust, in-depth bio pages. 

Establish Authority

While demonstrating expertise in your content relies on establishing yourself as an expert in your field, demonstrating authority has more to do with what others are saying about you. 

Unsurprisingly, attracting high-quality backlinks is an excellent way to establish your website as an authority on a given topic. Importantly, it’s not just links that matter – simply being mentioned in a well-regarded publication can have an appreciable impact on your site’s authority.

 Some other ways of establishing authority include:

• Getting well-known experts to quote you and link to your site
• Mentions in the media or well-known websites like Wikipedia
• Obtaining recognition in your field as an expert

Google weighs third-party validation heavily when assessing your site’s credibility. While backlinks from legal organizations and industry peers carry particular weight, mentions in mainstream media and respected publications can significantly boost your site’s perceived authority. These external signals help convince Google that your content deserves to be shown to users seeking legal expertise.

Develop Trust

While it comes in the  acronym, Google identifies trust as the most important member of the “E-E-A-T family.”

Source: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf

It’s non-negotiable for the content on your website to establish your firm as trustworthy. At a minimum, this means ensuring that all of the content on your site is accurate and up-to-date. In addition, Google identifies the other three aspects of E-E-A-T as important concepts that can support an assessment of trust.

Trust in legal content can be evaluated through three key dimensions: 

• the firm’s own representations about their expertise and experience
• independent verification from trusted third parties like media outlets and professional organizations
• The quality of the content itself, including how thoroughly it addresses legal topics and engages with readers needs

Building trust requires maintaining consistency across all these areas, as weakness in any dimension can undermine the overall trustworthiness of your law firm’s website. To establish trust with both users and search engines, law firms should ensure their content demonstrates genuine expertise while maintaining transparency about their qualifications and track record.

Implement Schema Markup for Enhanced Visibility

Schema markup is code added to your website that helps search engines understand your content more precisely. For law firms, implementing the right schema can significantly improve how your practice appears in search results.

Essential Schema Types for Law Firms

The most valuable schema types for attorneys include:

• LocalBusiness and LegalService markup to enhance local search visibility
• Attorney schema to highlight credentials and practice areas
• FAQPage schema for your FAQ content, which can earn featured snippets
• ReviewSchema to showcase client testimonials directly in search results

Implementation Benefits

When properly implemented, schema markup can:

• Generate rich snippets with star ratings, business hours, and contact information
• Improve visibility in local map packs and knowledge panels
• Help Google understand your specific legal specialties
• Increase click-through rates by making your listing stand out

You don’t need advanced technical skills to implement schema. Modern website platforms offer plugins that simplify the process, or you can use Google’s Structured Data Markup Helper to generate the necessary code. After implementation, use Google’s Rich Results Test to verify your markup is working correctly.

For law firms competing in crowded markets, schema markup provides a technical advantage that complements your content quality efforts while reinforcing your E-E-A-T signals.

Target the Right Audience with Search Intent

Creating content that ranks starts with understanding why people search. Every query has an underlying goal – what marketers call “search intent.” By aligning your content with these intentions, you’ll create resources that Google recognizes as valuable and relevant.

Four Types of Search Intent to Address in Your Content

Google categorizes search intent into four main types:

• Informational searches seek knowledge or answers. Examples include “How does child custody work in California?” or “What is the statute of limitations for personal injury in Texas?” These make up about 80% of all searches and represent opportunities to demonstrate expertise.
• Navigational searches look for a specific website or firm. Examples include “Johnson & Smith Law Firm Chicago” or “Attorney Jane Wilson contact.” These searchers already know you – make sure they can find you easily.
• Commercial searches evaluate options before making a decision. Examples include “Best personal injury lawyers in Atlanta” or “Compare business formation lawyers in Denver.” These searchers are comparing their options.
• Transactional searches indicate readiness to take action. Examples include “Schedule consultation with tax attorney” or “Hire DUI lawyer in Seattle.” These high-value searches come from prospects ready to convert.

How Search Intent Evolves in the Client Journey

Understanding how intent shifts throughout the client journey helps you create content that captures potential clients at every stage:

Early Stage: Problem Recognition Clients typically begin with broad informational queries as they recognize they have a legal issue. For example, someone might search “what happens if my neighbor’s tree falls on my house” or “is my employer allowed to deny overtime pay.” These searches indicate someone at the very beginning of their legal journey who may not even realize they need an attorney yet.

Middle Stage: Solution Investigation As potential clients learn more, their searches shift toward commercial intent with more legal terminology. The same person might now search “property damage liability tree laws Oregon” or “wage theft attorney Portland.” They’re now aware they need legal guidance and are investigating options.

Late Stage: Provider Selection Finally, as they prepare to take action, their searches become narrowly focused and transactional: “schedule consultation Smith Law property damage” or “hire overtime wage claim lawyer Portland.” They know exactly what help they need and are ready to engage.

By mapping content to these journey stages, you ensure your firm remains visible throughout the entire decision-making process. For maximum effectiveness, create content clusters that interlink resources targeting different intents around the same legal topic.

Creating Content for Each Intent Type

• For informational searches: Develop comprehensive guides and FAQ pages that thoroughly answer common legal questions. Use clear headings that mirror how people phrase their questions, and include relevant statutes and case examples. This content builds trust and establishes expertise without aggressive sales pitches.
• For navigational searches: Ensure consistent NAP (Name, Address, Phone) information across your site and online directories. Create individual landing pages for each location and attorney with clear contact options. Use schema markup to enhance your appearance in search results.
• For commercial searches: Create detailed practice area pages that highlight your unique approach. Showcase testimonials, case results, and professional credentials. Develop comparison content that ethically positions your services against alternatives.
• For transactional searches: Design conversion-focused landing pages with prominent, specific calls-to-action like “Schedule Your Free Consultation Today.” Minimize form fields, implement click-to-call functionality, and address potential objections upfront.

By creating content specifically designed for each search intent type, you not only improve your chances of ranking well but also meet potential clients exactly where they are in their decision-making process – the heart of Google’s E-E-A-T principles.

Above All – Address Your Readers’ Problems

The most effective law firm content consistently does one thing exceptionally well: it directly addresses the problems and concerns of potential clients. While understanding Google’s E-E-A-T principles and search intent is crucial for technical optimization, the human element remains paramount.

Focus on Real Client Needs

The questions that bring potential clients to your website represent real concerns, often during stressful or pivotal moments in their lives. When someone searches “how to contest a will in Florida” or “what happens after a DUI arrest,” they’re looking for clear guidance during a challenging time.

Your content should:

• Speak directly to client pain points rather than focusing on your firm’s accomplishments
• Use clear, accessible language instead of unnecessary legal jargon
• Address specific scenarios that your typical clients encounter
• Provide actionable information that helps readers understand their next steps

Build Content Around Client Questions

The most successful law firm websites organize their content strategy around answering real client questions. This approach naturally aligns with both search engine optimization and conversion goals. To implement this strategy:

1. Document the questions clients ask during consultations and case work
2. Review your intake calls for common concerns and questions
3. Speak with your client-facing staff about recurring issues they address
4. Research online legal forums where people in your practice area seek help

Use these genuine questions to develop content that truly serves your potential clients’ needs while demonstrating your expertise.

Demonstrate Empathy and Understanding

Beyond providing information, your content should convey empathy and understanding of the client’s situation. This human connection is what ultimately transforms a website visitor into a client who trusts your firm to handle their legal matters.

Content that demonstrates genuine understanding of client concerns not only ranks better under Google’s helpful content guidelines but also converts at significantly higher rates. Remember that behind every search query is a person facing a legal challenge who needs your guidance.

By consistently focusing on addressing your readers’ real problems with clarity, empathy, and expertise, you’ll create content that both Google and potential clients recognize as truly valuable—the ultimate goal for any law firm’s content strategy.

Frequently Asked Questions About Law Firm Content

What makes legal content different from other types of website content?

Legal content falls under Google’s YMYL (Your Money Your Life) classification because inaccurate information could potentially harm readers’ financial or personal wellbeing. This means Google holds legal content to higher standards for accuracy, expertise, and trustworthiness. Law firm content must demonstrate clear E-E-A-T signals, jurisdiction-specific information, and appropriate disclaimers to rank well and serve potential clients effectively.

How often should law firms update their website content?

Law firms should audit and update their content at least quarterly, with more frequent updates for practice areas where laws change regularly. Timely updates are particularly important after significant legal developments, court decisions, or statutory changes that affect your practice areas. Regular content freshness signals to both Google and potential clients that your information is current and reliable.

Is it better for law firms to create many short articles or fewer comprehensive guides?

For most law firms, creating fewer, more comprehensive resources typically produces better results than publishing many thin articles. In-depth content that thoroughly addresses legal topics demonstrates greater expertise, provides more value to readers, and generally earns better rankings. However, your strategy should include both cornerstone content (comprehensive guides) and supporting content (shorter articles addressing specific questions) that link to your cornerstone resources.

How can small law firms compete with large firms in search rankings?

Small firms can effectively compete with larger competitors by focusing on specific practice areas or geographic niches rather than attempting to rank for broad, highly competitive terms. Demonstrating specialized expertise in a narrower field often allows smaller firms to outrank larger competitors for targeted searches. Additionally, highlighting personal experience, showcasing client testimonials, and creating genuinely helpful content can help small firms establish E-E-A-T signals that compete effectively with larger organizations.

Should law firms hire professional writers or have attorneys create their content?

The ideal approach is collaboration between legal professionals and content specialists. Attorneys provide the subject matter expertise essential for accurate, authoritative content, while professional writers can ensure the information is accessible, engaging, and optimized for search. At minimum, all legal content should be reviewed by a qualified attorney before publication to ensure accuracy and compliance with ethical requirements.

Elevate Your Law Firm Content Marketing Strategy

Need help implementing these strategies? Lexicon Legal Content specializes in creating high-ranking content for law firms. Contact us online today for a free content strategy consultation.