Expertise, Authority, and Trust (EAT) are three factors that Google uses to assess the authenticity of a website, brand, or business. Since Google wants to show the best possible search results to users, it places a lot of emphasis on trust, accuracy, and authenticity.
There are many ways to improve your website & social media feeds EAT. For law firms, this might include publishing case studies and substantiating claims, having positive client reviews, and publishing accolades to showcase your expertise.
Overall, users and Google are looking for brands they can trust. Lawyers should hold themselves to a high standard when it comes to publishing informative, accurate information.