In the ever changing world of law firm marketing, staying on top of Google’s algorithm updates is essential, especially for law firms competing in crowded markets. In early 2025, Google rolled out a significant algorithm update that prioritizes helpful, user-centric content, improved page experience, and robust local signals. For law firms and law firm SEO, this update isn’t just a technical shift, it could make or break your visibility in local search.

We will break down the update’s contents, how it impacts law firm websites, and what your firm can do to stay ahead of your competition.

What Was in Google’s Latest Algorithm Update?

Google’s 2025 algorithm update, dubbed the “Helpful Experience Update,” builds on its previous core updates but places even greater emphasis on three pillars:

1. Helpful, Human-First Content
2. User Experience (UX) and Core Web Vitals
3. Local Relevance and Authority

Let’s look at how each component affects your law firm’s digital presence.

1. Helpful, Human-First Content for Your Law Firm SEO

Google continues to reward content that is created for people, not search engines. This means keyword stuffing, thin pages, and less comprehensive content are out.

Instead, the algorithm prioritizes:

• In-depth, actionable information
• Authoritative insights from qualified professionals
• Clear answers to user queries
• Easy-to-read formatting with headings, bullet points, and summaries

If your website content isn’t helpful for ordinary readers who might not know a lot about the law, it’s time to rewrite your law firm marketing content. Your blog posts, Area of Practice pages, and FAQs should sound like they’re written by an experienced and compassionate attorney who understands the needs of prospective clients. Address common questions, most often asked by your clients/potential clients, in plain English and add value through unique insights, case examples, or short videos.

2. User Experience and Core Web Vitals

Google is doubling down on site performance. Core Web Vitals—a set of metrics that measure page load speed, interactivity, and visual stability—are now a bigger part of the ranking equation.

The three primary Core Web Vitals are:

• Largest Contentful Paint (LCP): How fast your main content loads
• First Input Delay (FID): How responsive your site is to user input
• Cumulative Layout Shift (CLS): How visually stable your content is as it loads

Slow, clunky law firm websites with outdated design and unoptimized images will suffer. If your site hasn’t been updated in a few years, it likely falls short in these areas. You need a responsive, mobile-first design with optimized media, clean code, and minimal pop-ups.

3. Local Relevance and Authority

The most recent update has also intensified the importance of local signals, especially for law firms that often rely on location-based traffic.

Google now considers:

• Consistent Name, Address, Phone (NAP) citations
• Verified and active Google Business Profiles
• Local backlinks from reputable sources (e.g., chambers of commerce, news sites, local directories)
• Localized content that mentions neighborhoods, landmarks, or legal issues relevant to the area

You must dominate your local niche. That means regularly posting localized content, optimizing your Google Business Profile, and developing local citations and backlinks.

How Law Firms Can Adapt: Practical Strategies for Law Firm SEO

1. Revamp Your Content Strategy

Create content that answers real questions your clients/prospective clients have.

Think:

• “How long does a DUI case take in [City]?”
• “What to expect during a custody hearing in [County]?”

Use your blog to break down complex legal topics into digestible posts that build trust and demonstrate expertise. Feature real-world examples, case studies, or client FAQs. Focus on clarity and value over length.

2. Prioritize Page Speed and Mobile UX

Work with your web developer or marketing agency to:

• Compress images and enable lazy loading
• Eliminate unnecessary scripts and plugins
• Use a fast, secure hosting provider
• Test your site using Google’s PageSpeed Insights and Lighthouse tools

A law firm’s website should be fast, intuitive, and seamless on all devices, especially mobile devices.

3. Enhance Your Local SEO Footprint

To build your local authority:

• Claim and fully optimize your Google Business Profile (GBP)
• Encourage and respond to client reviews
• Submit your firm to reputable legal directories (Avvo, Justia, FindLaw)
• Partner with local organizations and earn backlinks from local sources

Also, include geo-targeted pages for each location or area you serve.

4. Establish Authoritativeness and Trust (E-E-A-T)

Google uses signals of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) to evaluate content. For law firms, this means:

• Including author bios for blog posts (especially if written by attorneys)
• Displaying credentials and awards
• Linking to bar associations or publications you’ve contributed to
• Maintaining a professional, well-branded site

5. Audit and Update Existing Content to Improve Your Law Firm SEO

Old blog posts or Area of Practice pages can drag down your rankings. Regularly review your content to:

• Update facts, laws, or local references
• Add internal links and structured data
• Improve readability and formatting
• Consolidate duplicate or overlapping pages

What Not to Do Post Google Algorithm Update

• Don’t chase keywords blindly. Focus on topics, not just search terms.
• Don’t rely on AI-written content alone. It’s okay to use AI tools, but human editing and subject-matter input are critical. This is especially important with legal content, because AI LLMs are known to “hallucinate”, that is, to get facts, statistics, and specifics about legal statutes wrong. ALWAYS fact-check what the AI gives you to ensure accuracy, because the quickest way to damage your brand is by misleading legal consumers with inaccurate information.
• Don’t ignore technical SEO. Crawling, indexing, and structured data still matter. If you produce high-quality, human-first content and get the technical side of your law firm seo right, you will be ahead of 99% of your competition. 

Let Too Darn Loud Legal Marketing Help You With Your Law Firm SEO

While many firms will panic over the algorithm changes, your law firm has a chance to leap ahead. By focusing on human-first content, exceptional user experience, and local authority, you can improve your search rankings, increase leads, and ultimately sign more clients.

This is also an opportunity to assess whether your current marketing strategy (or agency) is equipped to keep up with modern SEO demands. If you’re not sure, it may be time for a second opinion.

Too Darn Loud Legal Marketing specializes in law firm SEO, content strategy, and conversion optimization. Contact us today for a site audit and strategic roadmap.