In March 2024, Google rolled out a significant update to its search algorithm, impacting how legal websites rank in search results.
Google announced that the key changes they’re making are to improve the quality of Search and the helpfulness of results:
- Improved quality ranking: “We’re making algorithmic enhancements to our core ranking systems to ensure we surface the most helpful information on the web and reduce unoriginal content in search results.”
- New and improved spam policies: “We’re updating our spam policies to keep the lowest-quality content out of Search, like expired websites repurposed as spam repositories by new owners and obituary spam.”
The update has been a game-changer, with many sites impacted by algorithmic changes and deindexed from Google Search.
This cleanup drive promises to remove up to 40% of low-quality websites that provide useless information and poor user experience – pages created just to match specific search queries.
Websites found violating Google’s guidelines or employing questionable SEO tactics will not only be penalized but completely removed both from the search results and the index.
This update emphasises the importance of legal expertise, high-quality content, and a user-friendly website for law firms seeking to improve their SEO.
Focus on Expertise and Trustworthiness
Google prioritises showcasing websites that demonstrate trustworthiness and expertise in their field. For law firms, this translates to establishing yourself as a reliable source of legal information. Publish content that showcases your team’s qualifications and experience. Highlight successful cases and client testimonials to build trust and credibility with potential clients.
Content is Still King
Content remains a cornerstone of any effective SEO strategy. Law firms should create informative and engaging content that addresses the legal issues most relevant to their target audience. This could include blog posts on legal topics, case studies, or white papers.
Prioritise User Experience
User experience also takes center stage with the latest algorithm changes. Your site should look good and be easy and intuitive for visitors. Websites focusing solely on keyword optimisation instead of holistic UX design principles will be penalised. A user-friendly website is essential for both SEO and client satisfaction. Ensure your website is mobile-friendly and easy to navigate. Technical SEO factors like website speed and mobile responsiveness are also crucial for ranking well in search results.
Move Beyond Keywords
While keywords remain important, Google’s update places greater emphasis on the overall quality and value of content. Focus on creating content that is informative, helpful, and engaging for your target audience.
Avoid Black-Hat Tactics
Spammy SEO tactics like keyword stuffing or link buying are no longer effective and can even penalise your website. Google rewards websites that provide genuine value to users.
What Google wants to clean up from its search results is useless, repetitive, unoriginal content, whether it’s written by humans or AI or both.
The latest update aims to remove bad websites that do nothing for people while bringing good websites with valuable content to the surface.
By following these essential SEO strategies, law firms can adapt to the latest Google update and improve their search engine visibility.
Remember, SEO is an ongoing process, and consistently creating high-quality content and maintaining a user-friendly website is key to long-term success.
Rapid Growth Marketing is a dedicated marketing agency for lawyers specialising in SEO, Google Ads and professional websites. Our team has managed over 1000 successful SEO campaigns and survived and thrived through all the regular Google algorithm updates. If you would you like more traffic, enquiries & new clients for your law firm, let’s have a 30 minute call to discuss your needs.