You’ve probably noticed it: website traffic dropping, leads drying up, and competitors suddenly appearing ahead of you on Google. It’s frustrating — especially when you’ve been blogging, posting, or even paying for SEO and ads that don’t seem to deliver results anymore.

The reality? Google has changed the rules.

With its latest updates, Google has put a spotlight on EEAT — Experience, Expertise, Authoritativeness, and Trustworthiness. These are the signals that tell both Google and potential clients whether your content can be trusted. And if your business is in law, finance, real estate, accounting, or health — industries where decisions impact people’s futures — Google holds you to an even higher standard.

In this blog, we’ll explain what EEAT really is, why it matters so much for professional services, and how you can strengthen your EEAT signals to improve rankings, build credibility, and attract more of the right clients.

What is EEAT & Why Does It Matter?

EEAT isn’t just another SEO acronym. It’s the framework Google uses to judge how credible and useful your content really is.

Experience: Have you actually done what you’re writing about?
Expertise: Do you know your subject matter deeply?
Authoritativeness: Do others see you as a trusted source?
Trustworthiness: Can people rely on you, your website, and your advice?

While EEAT isn’t a single ranking factor (like page speed), it heavily influences where your website sits on search results. Especially for Your Money or Your Life (YMYL) topics — content that affects someone’s money, health, safety, or wellbeing — EEAT is non-negotiable. That means professional service firms are under the microscope.

If your content shows strong EEAT, you’re more likely to appear where clients are searching. If it doesn’t, you could slide into invisibility — even if you’re technically “doing SEO.”

How EEAT Impacts Professional Services Firms

For lawyers, accountants, mortgage brokers, real estate agents, and financial planners, trust is everything. Clients are literally handing you their future — their money, property, or peace of mind.

Google knows this. That’s why it applies stricter standards to YMYL industries. And it’s why building EEAT isn’t just about SEO — it’s about proving you’re credible before a client even picks up the phone.

Some stats to consider:

7 in 10 people research a professional online before getting in touch (Clio 2024).
Over 90% of online experiences start with search (BrightEdge 2019).
Google holds around 85% of the search market (StatCounter 2025).

If your website isn’t demonstrating EEAT, you’re losing clients before they even reach you.

Four Pillars of EEAT & How to Strengthen Them

(1) Show Real Experience

Google favours content that shows you’ve “been there, done that.” That means weaving real-world insights into everything you publish.

Share client stories and lessons learned (without breaching confidentiality).
Add intros that show you’ve personally handled the issue.
Use case studies to highlight problems solved and outcomes achieved.

Case Study:

A boutique law firm specialising in rent roll sales partnered with us to strengthen their content. Instead of generic “how-to” blogs, we helped them write articles with real examples — like how they saved a buyer from a $500,000 liability through due diligence. These stories showed real experience, improved rankings, and built client trust.

(2) Demonstrate Expertise

It’s not enough to say you’re an expert — you need to prove it.

Create detailed, accurate content that answers client questions.
Add credentials, licenses, and years of experience to bios and About pages.
Highlight awards, speaking gigs, or media mentions.

Case Study:

We worked with a law firm to revamp their website bios. Each lawyer now has a professional headshot, a summary of years in practice, and industry-specific expertise (like “10+ years advising SMEs on corporate structuring”). This small shift lifted both trust with visitors and EEAT signals for Google.

(3) Build Authoritativeness

Authority is about how others see you. Google looks for backlinks, mentions, and references from credible sources.

Pitch guest blogs or contribute to industry publications.
Collaborate with podcasts or training providers in your niche.
Encourage satisfied clients to leave Google reviews.

Case Study:

After we published a blog on privacy law updates for real estate agencies, a leading industry magazine quoted our insights and linked back. That single backlink drove traffic, boosted rankings, and positioned the firm as an industry authority.

(4) Prove Trustworthiness

Google has made it clear: trust is the most important EEAT factor.

Secure your website with HTTPS.
Keep content up to date with current laws and practices.
Make contact details easy to find.
Be transparent about who you are.

Case Study:

A real estate agency we worked with struggled with leads despite high rankings. The problem? Their website lacked clear contact details and didn’t display reviews. We helped them add testimonials, Google review widgets, and a direct phone line. The result? Higher conversion from site visits to enquiries.

Practical Tips to Improve Your EEAT Signals

Here are 6 simple, actionable steps professional services firms can take today:

(1) Update your About page and team bios with qualifications, credentials, and headshots.

(2) Use case studies to highlight real outcomes for clients.

(3) Reference reputable sources - like regulators, government bodies, or industry associations.

(4) Secure your website and make sure your contact details are visible.

(5) Collect and display testimonials - video, written, or Google reviews.

(6) Keep content updated — review every 6–12 months.

Bottom Line

EEAT signals are how Google decides if your content can be trusted.
YMYL industries (law, finance, real estate, health) are held to higher standards.
Strong EEAT = better rankings, more clicks, and more clients.
You can strengthen EEAT with simple, practical changes like updating bios, showcasing testimonials, and writing content that shows real experience.

Improving your EEAT signals is the first step to building visibility and credibility online.

But if you want to know exactly where your business stands, and what changes will make the biggest difference, our SEO Audit + Strategy Package is for you. Book your free 15-minute strategy call today!

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Written By Kristen Porter

Kristen Porter is an award-winning lawyer, marketing and legal strategist, licensed real estate agent, and the founder of Zenovate Marketing and highly niched law firm O*NO Legal – The Real Estate Agent’s Lawyer. With degrees in both Law and Commerce (majoring in Marketing), Kristen brings a rare combination of over 20 years legal expertise and business acumen to her work with professional service firms.

Kristen has built and scaled multiple businesses at a national level and developed a marketing framework that she now uses to help other law firm owners, accountants, real estate agents and other professional service business owners grow profitably — without relying on cold outreach or tactics that don’t feel aligned. Her approach blends strategic positioning, lead generation, and sustainable marketing systems to create brands that stand out, attract the right clients, and grow effortlessly.

Frequently Asked Questions (FAQ’s)

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s Google’s framework for assessing content quality — especially important for professional services firms where advice impacts people’s futures.
Share real client stories, case studies, and lessons learned. Even short intros explaining how you’ve handled an issue before help demonstrate lived experience.
Add credentials to bios, create detailed niche content, and highlight awards or speaking gigs. Expertise shows both on your site and beyond it.
Yes. They’re trust signals for both Google and potential clients. Reviews show you deliver results and are a safe choice.
If you’re not sure how to strengthen your EEAT signals, working with a marketing agency that understands professional services (like law firm SEO or real estate SEO) can save you time and ensure lasting results.

DISCLAIMER: This article is general information only and cannot be regarded as legal, financial or accounting advice as it does not take into account your personal circumstances. For tailored advice, please contact us. PS – congratulations if you have read this far, you must love legal disclaimers or are a sucker for punishment.