Google makes frequent algorithm updates to its ranking to ensure smooth processes for searchers and advertisers alike by improving the quality and relevance of search results. These updates are continuously launched, however, the majority of the algorithm updates are not announced on a large scale, and many users go on with their day-to-day, none the wiser.<\/p>\n
While the core updates are different every month, a basic understanding of this can reduce panic and increase your knowledge of your firm\u2019s rankings in Google\u2019s SERP. Consequently, if you take advantage of these relevant updates, your firm can increase the user experience and traffic on your website.<\/p>\n
A core update<\/a> is not specifically made to fit or favor certain categories or businesses. A core update refers to improvements Google makes to its core to consequently help the ranking process of the overall search. The core updates are announced in advance so web developers and SEO<\/a> specialists can take advantage of them when managing and updating websites.<\/p>\n At times, the core updates may either rank a website higher or lower. The ones that rank lower may ask themselves, \u201cDid my website do something wrong to drop its rankings?\u201d The short answer is no. Google states that websites experiencing this shouldn\u2019t try to edit their entire website. First and foremost, the best practice Google gives to all websites is to follow the webmaster guidelines<\/a>.<\/p>\n Having said this, the core updates should enhance the webmaster guideline optimization. Even though Google does say that core updates shouldn\u2019t mean changing an entire website, it still doesn\u2019t mean a website is a one-time and done deal. Your firm\u2019s website needs constant SEO<\/a> optimizations, quality content, and other digital marketing efforts to stay on top of the game and meet your clients\u2019 current demands.<\/p>\n Understanding and leveraging Google ranking factors is crucial for organically increasing your law firm’s online presence through SEO<\/a> practices. This chapter offers insights into optimizing your website to achieve higher rankings for relevant keywords to your law practice. By delving into Google’s ranking factors, you’ll be better equipped to expedite the optimization process and attain the organic results you aim for.<\/p>\n Given Google’s dominance in search, focusing on their ranking criteria is strategic, as other search engines often adopt similar approaches for their SERPs.<\/p>\n Experts estimate that Google uses around 200 ranking factors in its algorithm to rank websites within a given web search query. They assert that SEO<\/a> is about making small modifications and incremental improvements to your law firm’s website that impact your site’s user experience and performance in organic search engine results.<\/p>\n Overall, we could summarize this whole section into the most important one: high-quality content<\/strong>.\u00a0If your site has the best content that is relevant to the user’s search,\u00a0 you will most likely rank well. This content would answer search engine users’ questions or needs, quickly and thoroughly<\/strong>. Good content is also always evolving, and the way you present this content also has a major say on your ranking. Google says it best: “Create a useful, information-rich site, and write pages that clearly and accurately describe your content” in their webmaster guidelines<\/a>.<\/p>\n It’s critical to note how Google interrelates user experience and search results. Many of Google’s most significant changes to the way it measures law firm website rankings focus on the user performing the web search. Google algorithms are the complex formulas it uses to determine website rankings<\/a>. These algorithms consider a myriad of factors when ranking websites, like the quality of content, user analytics, link profiles, social media signals, and many others.<\/p>\n Having and creating local citations<\/a> is important, but what matters most is making sure all the information for your law firm is consistent online. A local citation refers to any online mention of your law firm’s (NAP+W information):<\/p>\n Correct Citations help people find you when they need a lawyer. It’s crucial to create and maintain a wide range of popular internet accounts to keep a strong local footprint. This not only includes Google Business Profile<\/a>, but Yelp, Facebook, YouTube, Twitter, LinkedIn, even Instagram, and TikTok.<\/p>\n If your citations are inconsistent, not only could it negatively affect your standing and branding, but it could also frustrate customers trying to contact your firm because of outdated or wrong information.<\/p>\n Before diving into the most recent core updates, it\u2019s important your firm keeps quality top of mind. Your best bet at succeeding in the world of SEO is running with a strategy for growth that is based itself on the quality factor that signals to Google your content is rank-worthy<\/a>.<\/p>\n To start, you can think back to the basic question, \u201cWhat do my clients want\/need from my website and my other platforms?\u201d Your firm can begin by:<\/p>\n Taking all of this into account can help your firm stay afloat amongst the Google core updates.<\/p>\n The imagery that Google gives to help understand core updates<\/a> is \u201cto imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It\u2019s going to naturally change.\u201d<\/p>\n Change can bring your firm new ideas that otherwise would\u2019ve gone unnoticed. The following are the recent Google core updates:<\/p>\n Websites can no longer have multiple URLs. Google will now focus on one URL. This means firms can either pick their preferred domain or Google will choose one for your firm.<\/p>\n Google recommends choosing a \u201cpreferred\u201d URL so it\u2019s easier for your clients to see on the results page. Google emphasized other benefits of a canonical (\u201cpreferred\u201d) domain<\/a>, including:<\/p>\n Google also mentions that duplicate pages are valid when they:<\/p>\n Before, Google\u2019s Search Central YouTube<\/a> would provide hundreds of free information, tips, and tricks to webmasters and SEO experts.<\/p>\n Now? Google wants to help webmasters with a more local approach. This means helping webmasters who cannot travel internationally. Because of this, Google will now have local webmaster conferences<\/a> around the world.<\/p>\n The conferences will help people by providing services in the:<\/p>\n The events will aim at helping local experts to cater to the wants and needs of their customers.<\/p>\n Since there are bountiful search engine myths, Google will start a series, \u201cSEO<\/a> Mythbusting,\u201d to help the SEO experts and the web development community. In return, these experts will be able to help businesses and law firms optimize their SEO<\/a> and marketing strategies to their fullest potential.<\/p>\n The \u201cSEO Mythbusting\u201d series will provide weekly content through their Google Search Central YouTube playlist<\/a>.<\/p>\n AMP stands for accelerated mobile pages. It was created by Google in 2015. AMP is the factor that helps your firm speed up its loading page time on mobile devices.<\/p>\n A problem Google found in the user\u2019s online journey is that very few users completed a task because websites were not loading. This means users were crossing from one website to another and thus allowing room for distraction.<\/p>\n Now, with AMP incorporated in images, any user can quickly and easily go from looking at a Google Image to swiping up and browsing your firm\u2019s website. This can be an opportunity for firms looking to increase their visibility and retain clients through their decision-making process. Clearly, AMP is a great addition to incorporate. Google provided their AMP set-up guideline<\/a>, but it is considered advanced SEO.<\/p>\n For many years, web developers have been using Google\u2019s REP (Robots Exclusion Protocol<\/a>), also known as robots.txt, to inform Google which parts of the website are meant to be crawled, and which aren\u2019t. This is done by setting up a series of rules and is considered of the basic building blocks of the web.<\/p>\nSome webmaster guidelines include:<\/h3>\n
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\nHow Google Search Algorithm ranks Law firm Websites<\/h2>\n
Correct Your Local Citations<\/h3>\n
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Google Search Algorithm wants you to focus on giving your clients what they want and need, over feeding a machine.<\/h2>\n
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Recent Google Search Algorithm Core Update Tips<\/h2>\n
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\n1. No more preferred domain setting<\/h3>\n
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2. Local Webmaster Conferences<\/h3>\n
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3. New SEO \u2018Mythbusting\u2019 Channel<\/h3>\n
4. Optimizing AMP (Accelerated Mobile Pages) with Google Images<\/h3>\n
5. Google\u2019s REP is now open-source<\/h3>\n