Google June 2025 Core Algorithm Update & Law Firm SEO

What is the Google Core Algorithm Update?

If you work with a law firm SEO agency or have a basic understanding of organic marketing, you’re probably familiar with the term “Google Core Algorithm Update.”

Essentially, these updates are Google’s way of enhancing its ranking of websites in search results. Every now and then, Google rolls out a core update that adjusts both the way it evaluates websites and what users see when they use Google Search.

It’s like Google fine-tuning its algorithm to make sure the best content gets shown at the top, and if your law firm’s website isn’t up to par with these changes, it could seriously hurt your bottom line.

2025: The Most Volatile Year in Google Algorithm History

2025 has been a rollercoaster for Google updates.

What’s interesting about these updates is that Google’s been rolling them out gradually, so the impact isn’t always immediate.

Some websites see their rankings shift over days or even weeks, leaving many firms wondering if they’re really seeing the effects or if it’s just a temporary dip.

One thing is clear: the rolling, ongoing nature of these updates has led to a year of uncertainty and volatility for law firms.

High Volatility in SERPs: What We’ve Seen So Far

We’ve already seen some pretty major changes in search engine results pages (SERPs) this year, and it’s clear that volatility is at an all-time high.

For example, the Map Pack—those handy local search results that show businesses near you—completely disappeared for days at a time in most markets.

That’s a big deal for personal injury lawyers, especially those relying on local SEO to get in front of potential clients. When the Map Pack goes missing, local visibility can drop off dramatically.

And it’s not just the Map Pack.

Organic rankings have been all over the place this year. You might have noticed a sudden drop in your website’s position or saw a competitor pop up in the top spots unexpectedly.

The presence of paid ads has been steadily increasing, occupying an increasingly larger portion of the real estate on search result pages.

Now, lawyers are even competing with Google’s Generative AI Results in some instances, adding more competition to fight for the top spot on Google Results.

As of the time of posting (July 30th), SERP volatility remains extremely high.

Why The June 2025 Algorithm Update Feels Different

So, why does the June 2025 update feel different compared to past updates?

The scale of change and its impact on law firms’ visibility in search results is much more significant this time around.

More than ever, we’re seeing the focus shift toward Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework.

Google’s becoming more selective about which sites deserve to rank highly, especially in professional services like law.

For personal injury law firms, this means your content needs to be not only well-written but also demonstrate clear authority and trustworthiness.

Google wants to see that you have the experience to back up the claims you’re making, especially when it comes to handling complex legal matters.

If your website and content aren’t up to Google’s new standards for authority and trust, it’s going to show in your rankings.

So, if you’ve noticed a drop or dip in visibility recently, it’s likely because of this growing emphasis on E-E-A-T and the overall stricter standards Google is setting.

Want a free consultation and E-E-A-T audit?

The dust is still settling on the June 2025 Algo Update, but we are already seeing consistent trends in what makes high-visibility sites tick, and what is showing up on Search Engine Results Pages (aka, the SERP).

E-E-A-T

To stay competitive in today’s SEO landscape, your firm needs to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).

Google is putting more weight on these factors than ever before, especially for law firms in personal injury and mass torts.

Here’s how you can start meeting these criteria:

• Authoritative Content: Create content that references key legal principles, case law, and reputable sources to show your deep understanding of the law.
• Attorney Bios and Case Studies: Highlight your qualifications and real-world results. Show potential clients you’ve successfully handled cases like theirs.
• Client Testimonials and Reviews: Encourage past clients to leave positive reviews on Google and other legal directories. This builds trust with both Google and prospective clients.
• Case Results, Awards, and Accolades: Showcase your firm’s success stories and any legal recognition to prove your credibility.
• Offsite Mentions (Legal Directories, PR, Online Awards): Get listed in trusted legal directories and mentioned in credible media outlets to build third-party validation of your authority.

These are some of the key factors Google considers when evaluating your site’s authority.

If you’re unsure how to implement these strategies or how they affect your rankings, it might be time to chat with an expert.

AI Content Under the Microscope

Google’s been taking a closer look at AI-generated content, and it’s not all sunshine and rainbows.

While AI content isn’t outright penalized, it’s under serious scrutiny.

If the content feels thin, generic, or lacks value, Google may lower its ranking.

So, if you’re relying on AI tools to quickly churn out content for your firm’s blog or website, now’s the time to rethink that strategy.

The key to making AI-generated content work for you is human oversight.

(Check out our blog on the Dangers of AI Content Writing)

You’ll want to use AI as a tool for research, drafting ideas, or generating basic structures, but your legal content needs to have the depth and expertise that only you—an experienced lawyer—can provide.

So, for all you content creators out there, make sure that:

• Content is Thorough and Well-Researched: Don’t just throw up quick summaries or generalizations. Dive deep into specific legal issues that your clients care about.
• Content Feels Human: AI is getting better, but it still lacks the personal touch and nuance a lawyer brings to the table. Use your legal expertise to provide context, examples, and personalized advice that resonates with your audience.
• Value is Clear: Make sure your content answers real questions and provides useful insights, rather than just filling space.

Increasing Importance of User Experience Signals

With this latest update, Google has made it clear that user experience (UX) is now more important than ever.

This means that things like page experience, mobile optimization, and load speed are now crucial ranking factors.

If your website isn’t fast, mobile-friendly, or easy to navigate, Google is going to penalize you in favor of sites that offer a better user experience.

Here’s why this matters: If your website is slow or clunky on mobile, clients (and Google) are going to bounce (leave). When clients leave your site quickly, it sends a signal to Google that your website isn’t providing value.

In short, if your website doesn’t provide a smooth experience, it could negatively impact your rankings.

Here’s what you need to focus on:

• Page Experience: Make sure your pages are fast and easy to use. If you haven’t already, you’ll want to address Core Web Vitals—a set of user experience metrics that measure how fast, responsive, and visually stable your site is.
• Mobile Optimization: With most users now browsing on their phones, if your website isn’t mobile-friendly, you’ll struggle. Ensure your website design adapts seamlessly to smaller screens and is easy to navigate on all devices.
• Load Speed: Faster pages = happier visitors. Aim to load pages in under 3 seconds. Slow sites frustrate users and hurt rankings.

Focus on Structure: Organize Content for Maximum Impact

In addition to providing a smooth user experience, content structure has become more important than ever.

Law firms that are performing the best in search rankings aren’t just covering one topic with a single piece of content. Instead, they are creating subtopic-specific content that dives deeper into individual subject matters related to a broader topic.

By organizing content in a way that clearly shows the hierarchy of topics, you not only improve the user experience but also help Google better understand the relevance and scope of your content. For example:

• Main Topic Pages: Start with a broad topic page (e.g., “Car Accident Lawsuit”) that provides an overview of the subject.
• Subtopic Pages: Then, create more detailed subpages that cover specific aspects of car accident lawsuits, like FAQs, common injuries, and statute of limitations.
• Internal Linking: Use internal links to connect these subtopic pages back to your main topic, creating a clear content structure that’s easy for both users and search engines to navigate.

By structuring your content in this way, you make it easier for Google to understand the depth of your expertise, which can lead to higher rankings.

It also ensures that users can easily find relevant, detailed information on the topics that matter most to them.

Shifting SERP Features and Generative AI Adjustments

Along with changes in ranking factors,  it’s important to note that Google’s search results pages (SERPs) have been shifting in a big way, too.

Generative AI features, which Google had been experimenting with, seem to be undergoing some changes. We’ve seen some elements being rolled back or moved to different parts of the SERP, with Google constantly tweaking how it integrates this technology.

Additionally, daily changes in how the SERP is organized are becoming increasingly common.

For example, local results—especially for personal injury lawyers—sometimes appear at the top of the Map Pack, sometimes they are buried in the middle or even at the bottom of the page, and other times, they disappear completely. This inconsistency makes it more challenging to predict how your firm will appear in search results on any given day.

Similarly, we’ve also seen video content, local news stories, and other types of media appear in search results, sometimes in unexpected places.

These constant changes mean that what you see in the SERP one day might not be there the next, which directly impacts your SEO strategy.

To stay ahead, it’s crucial to monitor how your site displays across different search types and to remain flexible with your approach.

It is also important to have content everywhere: ensure you have topical website blogs & pages, relevant videos on YouTube and social media, images posted across social media, and even a press release published on news sites that relate back to your practice areas.

The volatility of the SERP organization will slow down as the dust settles on the algo rollout, but you can expect a higher-than-normal rate of change in SERP features and layout as Google continues to test new ways to improve user engagement in this ever-changing world of AI.

Want a custom game plan for improving your law firm’s visibility?

We are already seeing significant impacts on Injury Law Firms.

Acting quickly to adjust your digital marketing strategy will give you a first-mover advantage, enabling you to rank well both locally and nationally.

Local Map Results for Single Event Personal Injury Services

If you’ve noticed some weird changes in local search results lately, you’re not imagining it.

Google has introduced significant changes to the Google Maps ranking factors for local professional services, such as law firms.

To level the playing field for newer firms, they have shifted their focus away from ranking factors that primarily benefit legacy law firms, such as time on market and total number of reviews.

Google Maps ranking factors are now more focused on:

• Review cadence and responsiveness
• NAP accuracy
• Google Business Profile fulfillment
• Regular GBP posts and image/video uploads

One of the easiest ways to boost your local visibility is to build a robust Google Business Profile and keep it up to date.

Google My Business provides numerous opportunities to tell them exactly who you are and what you do – take advantage of this.

• Fill out all the fields available in the profile setup and settings
• Post relevant information through GBP posts – we recommend posting at least two times per week
• Request Google reviews from clients
• Regularly add photos and videos of your business

Another way to boost your credibility with Google (and improve your Map Pack rankings) is to ensure your NAP (Name, Address, Phone Number) is consistent across your website, online directories, and any other online platforms where your firm is listed. Inconsistent NAP information can hurt your local rankings, so it’s crucial to keep everything aligned.

Increasing Dominance of Paid Ads

Paid ads are increasingly occupying more space on search results pages, pushing organic results further down.

For injury law firms, this means you’re not only competing for organic rankings, but also for that valuable real estate in paid ads.

This trend towards more paid ads is not new; it is a balancing act that Google constantly navigates, and it’s actually tied to internal infighting within the company between the organic search team and the advertising team.

On one hand, Google relies on paid ads for a massive chunk of its revenue. The more ads they can fit into the search results, the more money they make.

But, on the other hand, the more they add paid ads to the search page, the more they risk hurting the quality of their flagship product—organic search. If users start feeling like the search results are just a bunch of ads, they might turn to other search engines.

This leads to a tricky situation for Google. Too many ads can frustrate users and cause them to bounce, which in turn drives down traffic. Too few ads, and they miss out on revenue.

To try and solve this, Google has tweaked the SERPs in the latest updates in ways that make it harder for users to differentiate between organic results and paid ads. The ads are designed to blend in more seamlessly with organic results, which some view as an attempt to trick users into clicking on paid links without their awareness. This approach enables Google to maintain ad revenue while minimizing the risk of losing traffic or alienating users.

For law firms, especially those competing in local markets, this is something to keep in mind.

As ads continue to take up more space in SERPs, you may notice a decline in your organic traffic, even if your rankings stay the same or improve.

If you’re relying heavily on organic traffic to generate client leads, this shift means it’s more important than ever to diversify your strategy.

Here’s the bottom line: don’t put all your eggs in one basket.

Relying solely on either SEO or paid ads is risky, especially when Google’s own strategy is in flux.

The best approach is to adopt a balanced strategy that incorporates both organic SEO and paid advertising. You should adjust your ad spend based on what’s happening in the market and how Google is evolving.

If you’re seeing trends where paid ads are taking up more space, it may make sense to shift more of your budget toward ads temporarily, while also maintaining your SEO efforts for long-term visibility.

Shifts in Link Building Practices

Gone are the days of relying solely on generic blog posts or link-building tactics that don’t actually add value.

With the current update, Google’s focus on authority means that, when it comes to link-building, don’t waste time with low-quality links.

You need to focus on securing links from reputable legal directories, industry publications, and trusted third-party sources. If you haven’t executed a public relations strategy centered around press releases and brand mentions, your firm needs to prioritize that.

By building these quality links and creating authoritative content, you not only boost your firm’s credibility with Google but also with your potential clients.

Do:

• Focus on Genuine Client Reviews: Ask clients to leave reviews on Google and other non-Google platforms, such as Avvo, Yelp, and Facebook.
• Respond to Reviews: Show engagement by responding to both positive and negative reviews.
• Create High-Quality, Original Content: Focus on well-researched, value-driven content that demonstrates your expertise, not just keyword data.
• Build Consistent NAP Citations: Ensure your Name, Address, and Phone number are consistent across your website and directories.
• Optimize Your Google Business Profile: Keep it updated with accurate information, high-quality photos, a comprehensive list of services, and regular posts
• Utilize Quality Legal Directories: Claim and optimize your profiles on reputable legal directories, such as Avvo, Justia, and Martindale-Hubbell.
• Prioritize Mobile Optimization: Ensure your site is mobile-friendly and loads fast on all devices.
• Address Core Web Vitals: Focus on fast loading times, responsiveness, and visual stability.
• Regularly Update Content: Refresh old blog posts, case studies, and legal pages with the latest information.
• Be Active on All Digital Platforms: Along with your website, Google Business Proile, legal directories, and citations, your law firm should be active on social media platforms, YouTube, and all available digital platforms.
• Launch a Coordinated PR Campaign: Focused on your expertise and services, build PR that focuses on organic backlinks and brand mentions.

Don’t:

• Rely on Low-Quality AI Content: Avoid using AI tools to generate generic or superficial content.
• Ignore Technical SEO: Don’t overlook mobile optimization, Core Web Vitals, and site structure.
• Use Inconsistent NAP Information: Don’t let your Name, Address, or Phone number differ across directories or your site.
• Neglect User Experience: A slow or clunky website can drive users (and Google) away.
• Ignore Local SEO: Don’t forget to optimize your site for local search results and get listed in local directories.
• Let Your Content Go Stale: Avoid letting blog posts and case studies become outdated without updates or new insights.
• Buy Low-Quality Backlinks: If your firm or SEO agency is still buying backlinks from distributors, you are digging yourself a deep hole that you will eventually have to climb out of.

Keep Monitoring Search Performance Regularly

With Google’s ongoing algorithm updates and frequent changes to search results, it’s important for your firm to monitor its search performance regularly.

While daily fluctuations in rankings can happen, it’s the long-term trends that matter most.

The key is to focus on long-term trends rather than getting caught up in daily fluctuations.

Regular checks enable you to adjust your strategy promptly if you notice any significant changes or improvements in visibility. Stay proactive and be ready to make adjustments when needed.

Prepare for Future Updates

Google isn’t slowing down with its updates, and that means constant adjustments are necessary.

Algorithm changes are happening more frequently than ever, so relying on a one-size-fits-all SEO strategy is no longer enough. Cookie-cutter strategies won’t work because Google’s updates continue to change the rules.

The best approach is to stay proactive, always preparing for the next update.

Keep a close eye on SEO trends and adapt your content strategy to stay ahead of the curve.

By continually refining your approach, your firm can maintain visibility and keep attracting clients in a highly competitive environment.

If your current SEO provider isn’t already taking steps to be proactive for the next algo update, then you’re working with the wrong SEO provider.

Work with the right one:

To wrap things up, Google’s June 2025 Core Algorithm Update and its frequent updates are just the beginning.

For law firms, this means SEO needs to be an ongoing effort, not a one-time fix.

The most successful firms will be those who adjust their strategies regularly, focusing on high-quality content that resonates with both Google and potential clients.

Always focus on creating content that’s valuable, authoritative, and relevant to your clients’ needs.

Keep Your Law Firm SEO Strategy Flexible

Finally, always keep your SEO strategy flexible.

As algorithm updates roll out, your firm’s approach will need to evolve.

Don’t put all your eggs in one basket, whether it’s relying solely on SEO or paid ads. Instead, adjust your strategy based on what works, track the trends, and keep adapting.

A sustainable SEO practice is about finding what drives long-term success for your firm and sticking with it.