What Are the Latest Google Updates & How Will it Affect My SEO?

The Google core updates are nothing new. They happen a few times each year, and while they can lift website rankings to heavenly heights, they can just as quickly bring a site to its knees. If you’re new to following search engine result page (SERP) rankings, these updates could have previously gone unnoticed.

Google updates aren’t solely a concern for law firms — they impact all businesses that seek a healthy web presence. Learn more about Google’s most recent update and how to strengthen and diversify your digital presence.

What Are Google Core Updates?

Google core updates are significant changes to Google’s search algorithms that aim to improve the relevance and quality of user’s searches. These updates directly impact how Google ranks websites and can lead to shifts in SERP rankings. Unlike smaller updates, these are more general, focusing on Google’s ability to assess content quality and the user experience.

What Happened With the Most Recent Google Update?

Google recently rolled out a core update to improve search results’ accuracy and relevance. It focused on several areas:

Content quality and E-E-A-T: Google loves to emphasize E-E-A-T, or Experience, Expertise, Authoritativeness, and Trustworthiness. Websites with well-researched content that meet user needs will likely see improvements in the SERPs.

User experience: The Google update reinforced the value of page load speeds, mobile-friendliness, fast loading time, visual stability, and interactivity.

Improve Your Law Firm’s Rankings: Diversify Your Digital Presence

Just like you wouldn’t put all your savings into a single stock, it’s wise to diversify your digital marketing strategy. Don’t funnel your entire marketing budget solely into your website. Your digital presence should be more robust than a single website. For example, how much effort do you invest in your Google Business Profile, blog, social media presence, or third-party digital profiles? If you don’t, it’s time to consider it.

Google Business Profile

Nurturing your law firm’s Google Business Profile is a wonderful way to cultivate visibility via local SEO. By growing your associated content, encouraging clients to leave reviews, and engaging with reviews, you can capture local SEO terms related to your business. Follow best practices to turn even the most cynical review into a win with potential clients.

Legal Blogs

A well-planned blog can give your clients much-needed insight into your law firm’s expertise and ethos. You can answer their immediate questions, build a sense of urgency, and reassure your audience of your team’s capabilities. It’s also an excellent way to demonstrate E-E-A-T. 

Focus on topics your clients want to read, then publish regularly for the best results. Emphasize your experience on the subject and highlight your expertise. Promote your authority on the topic by linking one of your lawyer’s names to the article with a “reviewed by” tag. Don’t stuff your content with keywords, either. Make it user-friendly and easily digestible.

Social Media

No, you don’t need to create a new TikTok dance to attract clients, but engaging with trendy platforms is a great way to reach an untapped audience. If you aren’t advertising your latest article on social media, you’re missing out on a cache of visibility. Be sure to engage with comments promptly to encourage further audience interaction. Likes and comments can translate directly into greater visibility.

Digital Legal Profiles

Time is one of your greatest assets. It’s understandable if you can’t fit writing articles, sharing them on five separate socials, and engaging your audience into your schedule.

A semi-managed third-party digital profile can be the perfect compromise. Martindale-Avvo employs teams of content strategists and SEO analysts to keep your profile visible to the people who need your services the most. Even if a future Google update temporarily tanks your SERP ranking, your legal profile will continue to work for you. It’s reassuring to know that when the next update drops a few months from now, you’ll have a team of experts working to keep your profile visible while feeding active leads to your law firm.

Well-Rounded Digital Portfolios Strengthen Your Online Presence

Your law firm’s website is important, but it’s just one piece of the puzzle. By taking a more holistic approach, you strengthen your digital presence and protect it from the volatility of future Google updates.

By embracing diverse marketing strategies, you cast a wider net. The clients who find your blog organically via a Google keyword search differ from those who see your profile on Instagram, LinkedIn, or Martindale-Avvo’s platforms. You’re simultaneously building brand awareness and trust while attracting clients who might otherwise have fallen through the cracks.

Martindale-Avvo Can Help

Explore third-party profile options through Avvo, Martindale, Nolo, and Lawyers.com, or consider Ngage Live Chat to make your website more dynamic and engaging to potential clients. Browse our services or discuss your needs with one of our knowledgeable Legal Marketing Experts to find the perfect fit for your law firm.