Google's Algorithm Update [March 2024] | What Personal Injury Lawyers Need to Know

The Google Algorithm is constantly adapting and becoming more advanced.

This continuous evolution aims to ensure that search results remain relevant and valuable to users, effectively sifting through the expanse of online information to prioritize high-quality, trustworthy content.

With each update, Google sets new benchmarks for what it constitutes as valuable content.

This pushes law firms to enhance their digital presence and ensure their advertised services meet the needs and expectations of clients in their local area.

Algorithm updates can have massive implications for personal injury firms who rely on local searches to bring them prospective clients.

Changes in the Google algorithm can disrupt law firms’ online strategies, compelling them to reassess and often overhaul their approaches to content creation, reputation management, and website functionality to mitigate negative impacts on their visibility and client acquisition.

Within this context, the role and advice of a law firm’s marketing agency or department is crucial.

Staying proactive and informed about these algorithm changes is key to redefining strategies that ensure progress and keep your law firm ahead of the curve.

A forward-thinking agency will not only monitor these updates closely but also anticipate shifts in SEO best practices, ensuring that your firm’s online marketing efforts remain effective and compliant.

This includes implementing emerging technologies and market trends but also avoiding “black hat” SEO tactics that work now but likely won’t work in the near future.

A proactive approach allows for timely adjustments to your SEO strategy, minimizing the risk of losing visibility or falling behind competitors.

The March 2024 Google Core Algorithm Update introduced a number of new changes and preferences that aim to enhance the quality of search results and punish bad actors.

Big changes (that we are currently aware of) include:

• Generative AI release preparation
• Targeted punitive action against scaled AI content generation
• Targeted action against ‘Parasite SEO’ or Site Reputation Abuse
• Deindexing of websites Google deems “parasitic” or breaking rules
• Adjusting to remove/penalize fake actors or lead generators
• Adjusting to remove non-lawyers that show up in local results and local service advertising

Google is setting the stage for a more sophisticated understanding of content quality, ensuring that the information provided to users is both relevant and beneficial.

The company predicts it will reduce low-quality content in its search results by up to 40% during this Core Update.

It’s extremely important that law firms adopt a proactive stance toward their digital marketing strategies.

Start the conversation with your marketing department or external agencies and aim to thoroughly understand your path forward.

If your marketers have not brought this up to you, that’s a problem.

AI is Not the End-All-Be-All Solution for SEO

AI’s role in the industry is under scrutiny, and Google’s updates specifically target low-effort content and re-emphasize the importance of authenticity and the human touch.

Google’s stance on AI content calls for a balanced approach.

AI tools and language learning models must be used judiciously to augment human creativity and expertise rather than replace them.

It’s a no-brainer that law firms will leverage AI for efficiency and insight, but retaining quality and originality must be the goal. It can take time and effort to establish a trustworthy and secure language learning model that accurately reflects your firm’s tone and ethos, and even then the importance of a human touch cannot be overstated.

Any AI-assisted content must work to establish your credibility, consider SEO, promote insightful and relevant information, and meet Google’s criteria for value to the end-user.

Leverage AI, don’t lean on it.

Quality Content is King

High-quality, informative content that directly addresses the concerns and needs of potential clients has been proven to be the most effective SEO strategy for lawyers.

It’s crucial for law firms to focus on creating content that resonates with their target audience and establishes their credibility and authority.

Committing your firm’s marketing strategy to authenticity, credibility, and mutual understanding serves the unique purpose of building a trustworthy digital presence.

While a framework of keyword research and optimization is still important, understanding your target audience and speaking to their unique needs within your content is becoming the primary driving force in strategy.

Reputation Management is Key

A robust online reputation, backed by positive client reviews and authoritative content, significantly enhances a firm’s visibility and credibility in search results.

Monitoring and managing online feedback on Google Business Manager and other online reviewing platforms is highly important.

Engaging constructively with positive and negative reviews demonstrates transparency and a dedication to service improvement. It is also incredibly important to respond quickly to any reviews.

Law firms must prioritize reputation management as a foundational element of their SEO and marketing efforts.

Integrating your law firm’s operations and client relationships with your marketing efforts by way of testimonial/review acquisition should be a primary focus, as reviews are one of the most important factors in local rankings and will only continue to be more important.

You Must Be Responsive

Being responsive is not just about maintaining client relations; it’s now a vital SEO strategy.

Google increasingly factors responsiveness into its rankings.

Failing to respond to reviews, messages on Google Business Manager, or calls received through Google My Business could lead to penalization, affecting a law firm’s visibility and credibility online.

Google’s algorithms are designed to favor firms that actively engage with their audience, viewing responsiveness as a marker of reliability and client-centric service.

Should you miss a call, it’s imperative to return it using Google’s platform, ensuring that Google recognizes and records your attempt to engage.

Communications through phone calls resulting from Google searches and Local Service Ads must be “engaging” – which means that you are not only answering calls but also having conversations that last more than 30 seconds.

If you receive an inquiry via Google Business Manager’s messaging platform, you should provide a detailed response with a call-to-action where applicable.

Keep an Eye on Website Functionality

Website functionality plays a crucial role in SEO, with site speed and navigability being key factors that influence a law firm’s search engine rankings.

A website that loads quickly and is easy to navigate ensures a positive user experience, which Google rewards with higher visibility in search results.

The importance of optimizing both mobile and desktop versions of a site cannot be overstated, as Google’s algorithms prioritize sites that provide seamless experiences across all devices.

An intuitive, well-structured website not only aids in retaining visitors but also facilitates their journey to becoming clients by making information and contact options readily accessible.

In essence, investing in website functionality is investing in a law firm’s online success.

Focus on Your Credibility and Embrace Your Expertise

Highlighting your credibility and expertise is crucial to establishing your firm as a leader in its field.

Incorporating detailed author pages and comprehensive “about” sections can highlight the qualifications and experience of your team.

Securing listings in reputable legal directories can enhance your firm’s online authority.

Gathering reviews and testimonials from happy clients across various platforms not only serves as a PR benefit but can also be repurposed across your website to boost authority.

Law firms must take action and align their marketing strategies with the new standards Google is setting.

Adapting to these changes is not merely about compliance but seizing an opportunity to enhance visibility and credibility.

Action items for law firms include:

• Refocus your content strategy to prioritize quality, relevance, and value for your target audience.
• Incorporate review requests into your client process flow to enhance your online reputation.
• Ensure prompt responses to inquiries and missed calls, aiming for a one-hour turnaround time.
• Utilize Google’s platforms for callbacks whenever possible, demonstrating your responsiveness.
• Audit your website’s functionality regularly, emphasizing speed, navigability, and a seamless experience across all devices.
• Showcase your firm’s credibility and expertise through detailed author bios, about pages, and authoritative third-party citations.

Partnering with a forward-thinking SEO agency that actively monitors and responds to Google’s algorithm updates can help you stay competitive in search results and excel where other firms are failing.

Feeling uneasy about Google’s latest algorithm updates?

It’s time to turn those fears into a competitive edge.

TruLaw Marketing specializes in SEO for personal injury law firms, and we work to ensure that your digital presence not only survives but thrives in this competitive industry.

We implement ethical, relevant, and effective SEO marketing campaigns for personal injury law firms across the country, seeking and converting potential clients into signed cases.

Contact us to learn more about how we can help your law firm succeed and grow.