Google's March Algorithm Update: Why Law Firms Need to Up Their Content Game
Has your law firm’s rank on Google changed… and has your competitor’s? On March 5th, Google rolled out a significant update to its search algorithm, and it's shaking things up for legal websites. But fear not, this update presents a golden opportunity for firms that prioritize high-quality content.
What's the Google Core Update All About?
According to Elizabeth Tucker of Google, this update has a two-pronged attack:
Boosting Helpful Content: Google wants to ensure search results prioritize the most informative and valuable content for users. This means legal content that directly addresses user queries, provides clear explanations, and offers actionable insights.
Nixing Low-Quality Content: Say goodbye to spammy websites and regurgitated legalese! Google is cracking down on unoriginal content.
And... Google says from their early evaluations, the algorithm update reduces low-quality, unoriginal content in search results by 40%.
While the update is affecting the internet as a whole, lawyers and law firms who engage in online marketing need to be aware of how this update may affect them.
- Attorney At Law Magazine
Google is completely deindexing websites, and many websites are gone from Google’s search results as a result of the March 2024 update.
Why Should Law Firms Care?
Here's the good news: Google rewards websites with unique, fresh content by boosting their Search Engine Results Page (SERP) ranking. This translates to increased online visibility for your law firm, potentially attracting more clients searching for legal expertise.
Google's focus on user satisfaction aligns perfectly with the needs of potential law firm clients. People seeking legal help don't want generic content; they crave clear, trustworthy information that addresses their specific concerns. By prioritizing high-quality content, your firm can establish itself as a reliable resource and build trust with potential clients.
AI Content and Law Firms
A lot of poorly written, spammy content is flooding the internet, which likely led to the new update. However, this doesn’t mean law firms shouldn’t use AI!
Google does not have a policy against or penalize AI content, and it has been explicit about this fact.
How Can Law Firms Adapt?
• Embrace Expertise: Showcase your lawyers' credentials and experience through detailed bios and informative articles.
• Focus on User Intent: Understand what potential clients are searching for and tailor your content to answer their questions directly.
• Offer Value: Don't just list legal services; provide educational content that empowers users with legal knowledge.
• Be Original: Craft unique, well-researched content that goes beyond basic information readily available elsewhere.
Take Away
Google's March update isn't a cause for alarm for law firms committed to creating valuable content. It's an opportunity to shine! By prioritizing user-focused, informative content, your firm can climb the SERP ladder, attract potential clients and establish itself as a leader in the legal field.
Is Your Law Firm Ready To Get Optimized?
Law firms that create informative, useful, original content that solves their potential clients' problems are winning the race for new clients.
