UK Law Firms’ Guide to Google’s November Core Update

Google’s November core update has begun rolling out, introducing shifts in search engine rankings that are critical for businesses reliant on digital visibility, including law firms. For UK legal practices, understanding and adapting to these changes is essential to maintain an edge in a competitive marketplace. 

Google Core Algorithm Updates Explained

Google’s core algorithm updates are significant recalibrations of its search ranking systems. These updates are geared towards improving the relevance, quality, and trustworthiness of search results by evaluating content on a global scale. Unlike targeted updates, which address specific issues such as spam or site speed, core updates affect all industries and types of content, including legal services.

For UK law firms, these updates can shift how prospective clients discover your practice online. A firm that aligns its digital content with Google’s evolving priorities—such as demonstrating expertise, authority, and trustworthiness (EAT)—is more likely to thrive in search rankings. The November 2024 update, whose rollout is expected to be completed in two weeks, underscores the importance of these factors and introduces new challenges, including AI-generated summaries, that reshape how content is consumed.

How the November 2024 Update Impacts Law Firms

As with other Google core algorithm updates, the November update brings about a number of changes in the search landscape, affecting how content appears online.

Increased focus on content quality and authority

Google’s algorithms are rewarding content that is authoritative and user-centric. Law firms must ensure their content is legally accurate, well-cited, and tailored to the specific needs of their target audience. Pages offering detailed legal guidance, answering common questions, or explaining complex legal processes in plain English are particularly valuable.

AI Overviews: a double-edged sword

The latest core update has intensified the integration of AI Overviews in Google search results. These summaries often synthesise information from multiple sources, potentially redirecting users away from the original websites. For law firms, this means optimising content to increase its likelihood of being cited in these overviews while ensuring it remains detailed enough to attract direct traffic.

How to Adapt Your SEO Strategy

To respond effectively to Google’s November core update, law firms should focus on both maintaining their current visibility and improving their long-term search performance. Consider the following pointers:

1. Audit your website’s content

Review your existing web content to ensure it meets Google’s standards for quality and relevance. Identify pages that may need updating, such as those with outdated information, insufficient depth, or unclear formatting.

2. Optimise for EAT

Showcase your legal expertise through content that highlights your firm’s experience and authority. Solicitor profiles should include credentials, case outcomes, and professional achievements. Including client testimonials, industry certifications, and references to reputable sources further strengthens trust.

3. Adapt to AI integration

AI Overviews are becoming increasingly influential in determining visibility. To optimise your content for inclusion:

• Provide concise, clear answers to commonly searched legal questions.
• Use structured data to help Google better understand your content.
• Monitor whether your site is cited in AI Overviews and adjust content as needed.

Proactive Steps to Improve Visibility

Google’s core updates require law firms to adopt a proactive and strategic approach to SEO. Below are specific tips to ensure your website remains competitive:

• Prioritise user value instead of keywords – create content that directly addresses your clients’ pain points and legal needs rather than focusing solely on keywords.
• Monitor performance regularly – use tools such as Google Search Console to track traffic and ranking fluctuations. Pay attention to pages with significant drops and evaluate why they may have been impacted.
• Focus on evergreen content – topics such as changes in UK legal regulations, common legal mistakes, or guides to navigating specific processes (e.g., property disputes or employment claims) can drive long-term traffic.

Responding to Ranking Changes Post-Update

If rankings fluctuate significantly after the November update, patience and strategic action are key.

1. Analyse traffic trends

Use analytics tools to identify which pages experienced the largest changes. Examine factors such as relevance, authority, and user engagement to pinpoint areas for improvement.

2. Update and expand content

For pages that have lost visibility, consider refreshing the content with additional insights, updated statistics, or new perspectives. If necessary, consolidate weaker pages into more comprehensive resources.

3. Maintain long-term focus

Recovery from core updates often takes months as Google reassesses changes made to your site. Quick fixes rarely deliver sustainable results, so invest in ongoing content development, technical improvements, and SEO monitoring.

Preparing for Future Core Updates

Core algorithm updates, including the November core update, are part of Google’s ongoing efforts to refine its search systems. This means law firms must stay agile in their approach to SEO. To remain competitive:

• Regularly review your website’s performance, ensuring everything is compatible with Google’s quality guidelines.
• Stay informed about future updates through trusted resources such as Google’s Search Central blog.
• Invest in SEO strategies tailored to the legal industry, focusing on both content quality and user experience.

Adaptability is Key

The November 2024 core update highlights the importance of adaptability for UK law firms seeking to thrive in an increasingly digital landscape. By prioritising quality content, demonstrating authority, and staying proactive in response to changes, not only can you navigate this update effectively but also position your legal practice for long-term success. Balancing technical SEO with client-focused strategies will ensure your law firm remains visible and competitive in search results.

If you need expert assistance in navigating Google’s latest core algorithm update, our team at Kinetic Traffic can help. We can provide you with tailored digital marketing solutions designed to help you increase your online visibility and attract potential clients. Get in touch today!