Google’s Core Algorithm Updates: What Law Firms Need to Know to Stay Visible

Google’s latest core algorithm update began on June 30th, and as of the writing of this blog, is still rolling out, with Google predicting it would take approximately three weeks to complete. Each time a core algorithm update is announced, websites of all types take notice. This is especially true of law firm websites, where search engine rankings and visibility are keys to success.

At PaperStreet, we understand the importance of ranking on Google, and our SEO services are designed to help our clients compete in their given area of legal expertise and remain visible to potential new clients who may be searching for an attorney. With any Google core update, there are a few important things to keep in mind to ensure continued growth and success within the search engine rankings.

Don’t Panic

The first, and perhaps most important, thing to remember is don’t panic! It’s easy to react abruptly to a Google core algorithm update, especially since it’s never known that one is happening until it’s already begun. Making drastic changes to your website’s content or structure, simply because of a core update, can have a negative impact on rankings and visibility, even more so than anything the core update may do. As the saying goes, keep calm and carry on.

What Is a Core Algorithm Update?

For both legal websites and sites of every kind, core updates can have a significant impact, but before diving into what to change or not to change on site, it’s important to understand what a core algorithm update actually entails.

Google rolls out minor updates on a regular basis, but a few times each year, a core algorithm update is released. These updates include significant, broad changes to Google’s fundamental search ranking systems. and can cause noticeable shifts in website rankings and organic traffic.

Their primary goal of a core update is to improve Google’s ability to deliver the most helpful, reliable, and relevant results to searchers. While there aren’t any specific penalties or rewards for individual sites, Google re-evaluates how content quality, relevance, and user experience signals are assessed. If a site sees a drop in rankings after a core update, it likely means that the updated algorithm has determined that other content is more helpful or relevant for certain searches and key terms.

Key Aspects of Recent Updates

Each core update is different, but the goal is the same – to help Google deliver better results for users. Changes and tweaks are made to help searchers find the information they need faster and more accurately, but there are key aspects to consider each time an update is rolled out.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

E-E-A-T is essentially the “core” of every Google update (see what we did there?), and Google wants to provide the very best for each user. When someone is searching for an attorney by typing in “personal injury lawyer” or “car accident lawyer,” they want to get a relevant result for a law firm that has experience in those practice areas, can provide the expertise the client needs, and understands the best approach to providing trustworthy representation.

In terms of creating legal content that aligns with E-E-A-T, firms can demonstrate this by having up-to-date attorney bios, professionally written pages, relevant links to both internal and external sources, and other authoritative content, such as case studies, results, and more.

Helpful Content System

Google’s Helpful Content System is a ranking signal designed to reward content that’s written by people, for people, instead of content that’s only written to rank in search engines. This “people-first” approach is intended to keep relevant results visible to users and keep keyword-stuffed and blatantly AI-generated content from overtaking rankings. If your site sees a dip in rankings following a core update, it could be good to review your content and make sure it’s written for humans first and the searchbots second.

Page Experience & Core Web Vitals

No matter if a core update has rolled out or it’s just another day on the job, your law firm website needs to be optimized for site speed, mobile-friendliness, and visual stability. Page Experience and Core Web Vitals metrics are essential for both user experience and rankings, and if you see a dip in traffic or rankings following a core update, it can be good to review these metrics and ensure everything is up-to-date. If you have any questions about these items, our team is always happy to help.

Immediate Actions and Future-Proof Strategies for Law Firms

When a core update rolls out, there are some things an attorney website can do immediately to stay on top of any changes. It’s important to monitor Google Search Console and Google Analytics for traffic and ranking fluctuations. If a certain page is getting less traffic or a specific keyword sees a dip in rankings, evaluate that page on your site and see where improvements can be made.

As for content, it can be beneficial to conduct a content audit, looking at what pages may no longer be necessary or relevant, either based on practice area, target audience, or value proposition. By focusing on high-value, client-centric content, you can improve your site and align with the latest algorithm update.

Future-Proof Strategies

As long as there is Google, there will be core algorithm updates. Along with immediate steps for a law firm to take, there are some future-proof strategies that can help a site weather any changes in the coming months and years.

Dive into Content Quality

Beyond the basic content audit, it can be beneficial for a firm to create more comprehensive, original, and engaging content. By emphasizing and highlighting legal expertise in content creation, sites can rank better and be better prepared for future core updates.

Update Local SEO

Off-page SEO can be just as important as on-page SEO and content when core updates happen. By reviewing and updating the firm’s Google Business Profile, ensuring consistent name, address, and phone number (NAP) citations, local backlinks, and geo-targeted content, firms can have a better foundation moving forward.

Work with an Experienced Law Firm Marketing Agency

If your firm is handling marketing and SEO in-house, it can be overwhelming to make any necessary adjustments and changes following a core update. By partnering with a law firm marketing agency such as PaperStreet, you can have an external team that’s constantly monitoring your site rankings and making strategic adjustments to ensure consistent performance.

Strengthen Your Law Firm Website

If you’re concerned about the recent core algorithm update or updates to come, it’s important to take steps to strengthen your site and be prepared for any changes. At PaperStreet, we offer robust SEO services for lawyers that are designed to align with Google’s best practices, and we can write legal content that provides E-E-A-T for each practice area and page on your site.

Connect with us today and see how we can help.