Spoiler alert straight from Google, “There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people.” If your law firm’s digital marketing strategy already includes producing regular, high-quality, up-to-date content across multiple platforms, feel free to stop reading now. There is no need to panic. There is nothing to see here.
Damn it John. If you are going to bring me some soup, put some meat in it.
Understanding the March 2024 Google Update
Google’s ultimate objective, as in previous updates, is to help people find substantive content online that is actually useful to them – something actually meaty – and does not look spammy (it is certainly what I have been seeing from several attorney websites lately). Alongside the core update, Google’s new spam policies are aimed at combating expired domain abuse (the purchasing of old websites that belong to defunct businesses), scaled content abuse, and site reputation abuse. These updates are designed to identify and penalize websites (that means you perhaps) that use manipulative tactics (usually unwittingly by bad SEO management companies) to improve their search results rankings.
The recent Google update involves both a core update and a change to spam policies. The core update aims to improve the ranking systems of Google’s search engine using new methods of determining if the content on a website was AI generated.
When I was learning about all the massive changes underway with the March update, and Google knocking firms out of long held rankings, I remembered one of the best lines I had ever heard from Judge Thomas Clem. He kept getting a bunch of fluffy legal speak from opposing counsel, but it was just superficial drivel. Judge wanted a substantive cogent argument with some facts to back up opposing counsel’s argument but there was nothing there. Judge Clem pounded his fist on the desk demanding that he “put some meat in that soup.”
- Quality Over Quantity: Put some “meat” in the soup. Avoid the temptation to mass-produce content for the sake of filling your website or blog. Focus on creating high-quality content that offers value to your readers. Google’s new algorithm update continues to identify and prioritize content that provides real value to users, attempting to weed out low-quality, A.I.-generated content.
- Experience, Expertise, Authority, and Trustworthiness (E-E-A-T): Google now places significant emphasis on E-E-A-T. “Experience” is a new part of Google’s Search Quality Rater Guidelines and is perhaps the most important element to creating new content for websites. Specifically, Google is seeking new original content and that means to relate something real that your firm has experienced that cannot be the same thing someone else posted about elsewhere on the internet. Law firms should showcase their expertise, real legal knowledge, through well-researched legal analysis, personal insights, and novel information. Connect the expertise to the experience. Demonstrating authority with citations proving that you know what you are talking about and showing the trustworthiness of your site with consistent SEO best practices in your content, then you will have a recipe which should significantly improve your search engine rankings.
- Human-Written Content vs. A.I.:While A.I. technology, like ChatGPT, can churn out volumes of content quickly, it often lacks depth, context, and originality. It is often keyword heavy which can also be a problem as Google may begin to think your website is just spam. Human-written content provides the depth and authenticity that resonates with your clientele. They want to feel safe and in good hands, not just another transaction. So definitely, you should avoid using A.I. to churn out impersonal, unhelpful, or incorrect content.
- Stay Up-to-Date: Google’s core algorithm updates affect search rankings all the time in varying amounts. Some of your colleagues have seen the phone call leads drop from 4-5 per day to just 1 per day – some leads have dried up completely. If you do not regularly monitor Google’s SEO news and continue to adjust your content to align with Google’s algorithm, but are not ready to retire, then you should hire someone that does… like us. Learn why here.
Successful Content Strategies for Law Firms
- Regular Updates: Consistently produce up-to-date, relevant content that provides value to your target audience. Whether it’s blog posts, case studies, or legal insights, prioritize quality over quantity. However, posting changes too often can hurt your ranking.
- Keyword Research: Conduct thorough keyword research to understand what your potential clients are searching for. Optimize your content around relevant keywords to improve visibility. The content should develop a cohesive message linking to the rest of the information on the law firm website.
- User Experience: Ensure your website is user-friendly, mobile-responsive, and easy to navigate. Google rewards websites that prioritize user experience.
- Local SEO: For law firms, local SEO is crucial. Optimize your website for local keywords, create Google My Business profiles, and encourage client reviews.
Remember, Google’s goal is to provide the best possible search results for users. By focusing on quality content, law firms can maintain their online presence and continue to rank well in Google searches, but we know are some tips and tricks to make Google want to show your firm some love in the rankings. You could be billing at your hourly rate or hire someone like us that understands what Google wants and what readers want… all while complying with the Indiana Rules of Professional Conduct*.