Does Your Content E-E-A-T? Demystifying Google Ranking for PI Firms

If you’ve spent any time around teenagers or on TikTok, you’ve probably heard the phrase “That eats” — Gen Z slang for “performed exceptionally well.”

Great closing argument?
Your intake specialist who handled a tough caller flawlessly?
A demand letter that lands a strong settlement?

Yeah… those eat.

But in Google’s world, what matters is whether your content E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) — the framework Google uses to decide which law firms deserve to show up on page one of the search results.

And just like trial strategy, the better you understand how Google evaluates your content, the stronger your results.

Why Should PI Law Firms Care About E-E-A-T?

E-E-A-T comes from Google’s Search Quality Rater Guidelines — the rulebook used to assess whether content is credible, helpful, and worthy of ranking.

Personal injury law sits squarely in the “Your Money or Your Life” category. Google holds these sites to higher standards because people rely on the information during some of the worst moments of their lives. That means that incorrect or misleading advice can have serious legal and financial implications.

Google wants to elevate legitimate, experienced, and trustworthy PI firms — not whoever jams the most keywords into their copy. Here’s how they can tell if you’re the real deal:

E – Experience

Gen Z version: Did it eat because you’ve actually lived it?
Google version: Has the author personally handled this situation?

Google looks for content that reflects real-world legal experience.

Experience signals include:

• Short case stories (even anonymized)
• “Attorney insight” blocks on service pages
• Practice-area explanations rooted in real client scenarios
• Commentary that reflects what you actually see in your work

So, instead of a generic “What to Do After a Car Accident” post, include: “After years of representing clients in rear-end collisions, here’s what people most often get wrong…” to instantly add Experience.

E – Expertise

Gen Z version: You don’t just act the part — you’ve got receipts.
Google version: Are you qualified to teach this?

Expertise is your professional background, reflected clearly and confidently.

For PI firms, Expertise includes:

• Years practicing
• Bar admissions and certifications
• Niche experience (truck crashes, dog bites, wrongful death, etc.)
• Speaking engagements, published articles, leadership roles

A simple credentialing line near the top of a page can significantly boost Expertise.

A – Authoritativeness

Gen Z version: Do other people agree you ate?
Google version: Do outside sources validate your reputation?

Authority is built when others recognize you as a leader.

Signals include:

• Strong Google reviews
• Local or national media mentions
• Links from reputable organizations
• Awards
• Being quoted as an expert
• Community involvement and partnerships

If your firm is active and respected offline, it should show online too.

T – Trustworthiness

Gen Z version: Is it legit?
Google version: Can people rely on this firm and this information?

Trust is the #1 ranking factor for legal websites.

Trust signals include:

• Secure site (HTTPS)
• Accurate, current legal information
• Clear contact details
• Real photos of attorneys and staff
• Detailed bios with credentials
• Testimonials and case results
• Transparent privacy and disclaimer policies

Someone who lands on your website after a traumatic event should immediately sense:  “I can trust these people.” And hey, Google wants that too.

So… Does My Content E-E-A-T or Just… Eat?

Here’s the fun twist: If your content genuinely demonstrates experience, expertise, authority, and trust, Google thinks it ate.

E-E-A-T isn’t marketing jargon — it’s how you prove your firm belongs at the top when someone urgently needs legal help. The good news is that your PI firm already has all the raw ingredients (you’re an IB member, so obviously). Here are some things your firm can do to showcase them more clearly online.

Experience

• Add attorney insight sections on practice pages
• Share short, anonymized case stories
• Create simple case-study blog posts

Expertise

• Showcase years of practice, certifications, and specialization
• Add credentials at the top of key pages

Authoritativeness

• Link to news mentions, awards, and civic involvement
• Quote state statutes (with plain-language explanations)
• Grow local backlinks from chambers, nonprofits, and partners

Trustworthiness

• Add more real firm photos
• Include a detailed firm history or “About Us” timeline
• Publish written or video testimonials
• Improve schema markup for legal services and attorneys

Bottom Line: If Your Content Doesn’t E-E-A-T, It Can’t Compete

Google isn’t giving prizes to whoever writes the longest page or adds the most keywords. Instead, it’s rewarding firms that demonstrate real experience, show clear expertise, earn authority from their community, and build trust at every touchpoint.

If your content meets the E-E-A-T standards, Google will see it — and your rankings will eat.