Are Organic Rankings Still Worth Chasing for Law Firms?

When it comes to SEO, even the most well-intentioned strategies can backfire if you miss the bigger picture. A recent real-world example involving a high-traffic educational website offers a cautionary tale—one that UK law firms should take seriously, especially those undergoing or planning a domain migration. Let’s break down what went wrong and how your legal practice can avoid a ranking drop after a migration.

The Surface Problem: A Botched Migration?

A website owner recently sought help on Bluesky, claiming that a domain migration had tanked their traffic and triggered a wave of de-indexing by Google. They believed the drop in visibility was tied directly to the domain switch.

At first glance, this seems plausible. A decline in traffic immediately following a migration is not uncommon. However, according to John Mueller from Google, that assumption missed the mark.

The Real Issue: Legacy Content Dragged Along

Mueller advised the site owner to do a simple site search using Bing—a clever but underutilised tactic. When site owners searched for their own domain name, along with additional phrases such as “sexy”, “watch online”, and “top 10”, they discovered pages filled with irrelevant, low-value content. 

And here’s the kicker: those junk pages weren’t new. They were inherited from the old domain and carried over during the migration.

What This Means for UK Law Firms

Now, you may be thinking: “We’re a professional law practice. We don’t post celebrity gossip.” Fair point. But the lesson here runs deeper.

Too many law firm websites, especially those that have grown over time, contain outdated, irrelevant, or poorly written content. From neglected blog posts to pages created solely for SEO purposes, this “dead weight” can drag down your entire site in Google’s eyes, especially when undergoing structural changes, such as a domain migration or website redesign.

1. Don’t assume the obvious explanation is correct

A crucial takeaway from Mueller’s insight is this: just because one event follows another, it doesn’t mean it caused it. In this case, the migration didn’t trigger the rankings drop. It simply gave Google a reason to re-evaluate the site. Once that happened, the irrelevant content was exposed and penalised.

This is a classic mistake in SEO. Too often, firms fixate on one apparent issue, such as technical redirects, sitemap problems, or indexing bugs, for instance, while ignoring the underlying content quality. It’s like blaming your GPS for a traffic jam when the real issue is a flat tyre.

2. Bing can be your friend

Ironically, Bing helped shed light on what Google had buried. By running site-specific searches in Bing, Mueller demonstrated how to uncover low-quality or irrelevant pages that were still indexed elsewhere.

This is a smart move for any law firm doing a content audit. Google might already be suppressing or de-indexing weak content. But if Bing is still showing it, you’ve got a clear signal that those pages exist—and probably shouldn’t.

Try this now: Search site:yourdomain.com followed by phrases such as “free legal advice” or “case study.” If anything turns up that feels off-brand or low-value, flag it for review to avoid a potential ranking drop after a migration.

3. Don’t let past performance fool you

Another key insight: just because a page hasn’t caused problems yet, it doesn’t mean it’s harmless. Poor content can sit dormant for years, shielded by the domain’s overall authority. However, once something shakes the snow globe, such as a domain switch, redesign, or algorithm update, those weak spots become liabilities.

Legal websites often rely on the long tail: old blog posts, FAQs, and knowledge base content. Over time, this accumulation can dilute the topical focus of your site if not carefully maintained.

Mueller’s case shows us that content audits shouldn’t be reactionary. They should be part of your proactive SEO hygiene, especially before any major website change.

4. Content relevance isn’t optional

Google’s algorithms don’t just measure keyword usage and backlinks. They also assess whether your content is truly relevant and helpful for users.

A legal website should revolve around a clear central theme: your firm’s expertise and services. Venturing too far off that path, whether it’s writing thin blog posts on trending news or generic “how-to” content with no legal angle, risks being flagged as opportunistic or “made for search engines.”

Remember, when it comes to SEO, it’s not just about quality. It’s also about intent. Google is increasingly focused on whether your content exists to help users or to manipulate rankings.

5. Domain names set expectations

Finally, the example raises a question about domain naming strategy. The old domain, javatpoint.com, had built trust and topical authority over time. The new domain, tpointtech.com, was broader—and arguably vaguer.

For law firms, domain names carry reputational weight. A name such as londoncriminaldefence.com sets a clear expectation. If you start adding content about personal injury, immigration, or corporate law, you may confuse users and search engines alike unless your branding supports that expansion.

The broader your domain name, the more flexibility you have to grow. However, you should never use that as an excuse to publish content that doesn’t match your legal practice to avoid a ranking drop after a migration.

Remember: SEO Isn’t Just Technical—It’s Strategic

Using Bing to diagnose a complex SEO issue reveals something vital: you can’t fix what you don’t fully understand. For UK lawyers, this story serves as a powerful reminder that SEO is more than just checklists and redirects. It’s about the purpose, quality, and alignment of your content with your firm’s mission. Therefore, before your next site migration, redesign, or content push, take the time to review what you’re actually publishing and why. Because when Google takes a second look, you’d want to be sure it likes what it sees.

At Kinetic Traffic, we specialise in helping UK law firms navigate complex SEO challenges with confidence. Whether you’re planning a site migration, auditing your content, or recovering lost rankings, our team delivers tailored strategies that match your legal expertise and business goals. Get in touch today to receive tailored solutions.