New Google Search Ranking Algorithm Update to be Announced Soon?

In recent days, websites from across the globe, including those run by law firms, have been experiencing fluctuations in web traffic and search rankings. Beginning late on July 22, 2024, and continuing through the 23rd and 24th, these spikes have caught the attention of many. Although no Google search ranking algorithm update has been officially confirmed yet, the noticeable changes suggest otherwise. 

The last significant update to Google’s search rankings occurred on 18th July, following an earlier update on 9th July. Since then, weekends have shown fluctuations consistently. Increased discussions within the SEO community indicate that many SEO tools are detecting heightened volatility. This suggests that Google might be testing new algorithms or adjustments in preparation for the next core update, which is expected to be announced soon.

Impact on Websites: Observations and Trends 

Website owners, as well as those managing their legal firm’s online presence, have noticed several key trends amidst these unconfirmed updates:

 1. Increased traffic and search performance

Several websites have reported significant changes in their traffic: 

• Surge in traffic – one website experienced a 27% increase in search traffic over the weekend, although this did not translate into a higher number of enquiries.
• Improved metrics – another website saw improved search console metrics over the weekend and onwards, with a noticeable rise in visitors from Google searches.

 2. Conflicting Data from SEO tools

Different SEO tools have provided varying data. Semrush indicated a decline in traffic for some websites, while Ahrefs showed an increase, and Google Analytics reported slight improvements. This inconsistency has made it challenging for some legal practices to gauge the true impact on their online visibility.

3. Peculiar observations and ongoing shuffling

Unusual patterns have also been observed, including the following: 

• Redirected URLs – a website affected by the Helpful Content Update (HCU) saw a 150% daily increase in traffic on old URLs that had been redirected to new pages despite comprehensive site structure changes months ago.
• Temporary gains – some websites experienced temporary gains in traffic that vanished soon after, leading to frustration over constant ranking changes.
• Competitor dynamics – significant changes amongst competitors were noted, with some disappearing entirely and others seeing up to a 20% increase in traffic.

Strategic SEO Measures for UK Law Firms 

Given the ongoing volatility and the likelihood of a significant Google search ranking algorithm update, it is crucial for law firms like yours to maintain an SEO-friendly website. Here are tailored strategies for the legal sector you should consider:

 1. Follow Google’s EEAT guidelines

Google’s Expertise, Authoritativeness, and Trustworthiness (EEAT) guidelines are critical for ranking well in search results. Law firms should: 

• Experience – publish content written by legal professionals with first-hand experience in relevant legal matters.
• Expertise – ensure your web content demonstrates in-depth legal knowledge and cites credible sources.
• Authoritativeness – build your website’s authority by earning high-quality backlinks from reputable legal directories and publications.
• Trustworthiness – ensure your website is secure and uses HTTPS. It also helps to provide clear contact information and display trust signals such as client testimonials, case studies, and legal accreditations.

 2. Improve overall web user experience

User experience plays a crucial role in SEO. To ensure optimum online visibility, law firms should:

• Enhance page loading speed – optimise images and implement browser caching to improve loading times to ensure that potential clients have a fast and seamless browsing experience.
• Create intuitive navigation – create a clear, structured website with easy navigation to help visitors find information quickly.
• Publish engaging content – use multimedia elements such as videos, infographics, and client stories to make the content more engaging and easier to understand.

 3. Optimise for mobile devices

With many potential clients using smartphones and tablets, mobile optimisation is essential to achieve better search rankings. 

• Responsive design – ensure your web design adapts seamlessly to different screen sizes and devices.
• Mobile-friendly content – use larger fonts, touch-friendly buttons, and concise content for better readability on mobile devices.
• Page Speed – prioritise speed optimisation for mobile users, who expect fast-loading pages.

 4. Collaborate with SEO experts

Working with SEO professionals, such as our team at Kinetic Traffic, can offer substantial benefits to legal websites like yours. They can provide you with: 

• In-depth knowledge – our SEO specialists have a deep understanding of Google algorithms and stay updated with the latest industry trends. This expertise is invaluable in devising effective strategies.
• Time efficiency – SEO is a continuous and time-consuming process. Partnering with experts allows legal professionals like you to focus on core business activities and winning cases while SEO specialists handle the technical aspects.
• Customised strategies – we can develop tailored strategies according to the specific needs and goals of your law firm, ensuring that efforts match your business objectives.
• Performance tracking – continuous monitoring and analysis of site performance by SEO specialists ensure necessary adjustments are made to improve your search rankings and web traffic.
• Access to tools and resources – similar to many SEO professionals, we at Kinetic have access to advanced tools and resources, allowing us to provide you with deeper insights and more effective optimisation techniques.

Be Proactive and Prepared 

The recent volatility in Google’s search rankings highlights the need for a proactive and comprehensive SEO strategy. By adhering to Google’s EEAT guidelines, enhancing user experience, optimising for mobile devices, and leveraging the expertise of SEO specialists, it will be easier for your law firm to navigate these changes and maintain your site’s performance in search results. 

At Kinetic, we specialise in providing tailored SEO solutions for legal professionals in the UK. If you need expert assistance, we are here to help. Get in touch with our team to receive bespoke law firm SEO services.