Google’s Core Updates are seismic events in the world of digital marketing. The implications for law firms, businesses, and website operators of all kinds never fail to send shockwaves through the SEO community — we should know. At Rankings.io, we’re on the frontlines of these developments, working hard to bring top-notch SEO advice to lawyers.
Following the last Google update in March, the prevailing agenda behind this latest change ostensibly focuses on surfacing high-quality, genuinely useful content and sidelining the kind of low-value material that many SEO professionals have long relied on to game the system. However, as the dust begins to settle, we see a mixed bag of outcomes. Some webmasters are finding their rankings bolstered, while others are grappling with unexpected traffic declines.
If you monitor KPIs such as traffic and user engagement (which you should be doing), you may have already noticed a change, whether positive or negative, after the update. But what can you do about it?
Even if your site was affected positively, that doesn’t mean you can just kick back and relax, either. It’s important to keep a pulse on how and why these Google algorithmic changes happen — because this surely won’t be the last of them.
Buckle up as we look at the August 2024 Google Core Update and offer practical solutions for how to make sure your law firm’s SEO can roll with the punches.
Overview of the August 2024 Google Core Update
While the official communication from Google about the update was, in a word, brief, they also made some changes to the Core Update documentation that have proved helpful in deciphering the recent actualizations. Let’s break down the specific changes this update introduced and the potential implications.
Promoting High-Quality Content and Reducing Low-Value SEO-Focused Content
At the heart of this update is a clear directive: Google wants to surface content that users find valuable. As a response to the saturation of low-value, SEO-focused material that has cluttered search results for far too long, the update aims to elevate websites that offer authentic, well-researched, and thoughtful information.
This shift is thought to be advantageous for smaller, independent publishers who often struggle against the internet's heavyweights. Now, a well-crafted article from a niche blog could outrank formulaic, keyword-stuffed pieces from larger firms.
Emphasis on User Experience (UX)
Google is increasing its focus on the overall user experience under what it broadly calls “page experience.” Sites that prioritize seamless navigation, quick load times, and an intuitive interface are more likely to see improved rankings than ever.
Authority and Expertise
The update renews the emphasis on demonstrating authority and expertise, leading to the concept of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Content creators are encouraged to establish credentials and provide substantiated insights to build trust with users and search engines. As a result, many websites that were impacted by the September 2023 Helpful Content Update have reported fresh surges of traffic for the first time since the aforementioned update.
AI-Generated Content Scrutiny
As AI-generated content becomes increasingly prevalent, Google is sharpening its ability to distinguish between human-written and machine-generated material. However, Google’s stance on whether AI content is penalized has been fairly consistent over the years, going back to this tweet from Danny Sullivan in 2022:
More recently, Google’s official documentation has stated that AI-assisted content can be helpful, authoritative, and people-first.
In February 2023, the Google Search Quality team published new guidance on updated spam policies in conjunction with AI, stating that E-E-A-T guidelines are the most important factor for success in Google Search, “whether you're using AI-generated content or not.”
To avoid ranking penalties, lawyers who use AI tools in content creation should make sure it’s carefully curated and enriched with human insight and expertise.
Biggest Criticisms of the Latest Google Core Update
But here's where things get particularly interesting—and a bit contentious. A growing chorus within the SEO community is speculating that the fundamental goal of this update might not be entirely altruistic. With an increased focus on AI-generated search results and the integration of ads into said results, these changes seem to reinforce the idea that Google’s primary interest is geared toward driving its own bottom line.
An example of generative AI in Google Search ResultsCyrus Shepard, founder of Zyppy SEO, went so far as to call the latest update “anti-SEO” in a LinkedIn post, followed by speculation that your website’s business model is actually a major hidden ranking factor.
While we may never know the whole truth about what’s lurking in Google’s “black box” of SEO ranking factors. Still, given what we do know, it’s understandable that there’s been a lot of backlash from content creators, webmasters, and business owners, who feel that there’s a gap between what Google says and the impact they’ve seen in real life.
Here are some of the most frequent criticisms we’ve seen from other SEO professionals since the update.
Impact on Small Websites
One of the most striking criticisms is the significant drops in traffic reported by many small and independent websites.
Despite Google’s assertion that the update aims to level the playing field, it appears that smaller sites may be suffering disproportionately compared to their larger counterparts. These small players often rely on organic traffic as a lifeline for their businesses, and many have voiced concerns that the update has undercut their visibility and, consequently, their revenue.
While some report sudden spikes in traffic, others have felt the exact opposite, as shown by this post by a frustrated small business owner who saw their impressions drop by 85% after the update.
Lack of Clear Guidance
Compounding the frustration is the ambiguity surrounding the update’s protective measures and recovery strategies. Many website owners have expressed dissatisfaction with Google’s failure to provide clear guidelines on how to recover from the update's impacts. Google actually removed some sections of its Core Update documentation following the update, leaving us with even fewer clues to go on.
Potential Bias Against AI-Generated Content
The update’s emphasis on demonstrating human expertise raises concerns about potential biases against high-quality AI-generated content. Even when this content meets rigorous standards for usability and relevance, many fear that it could be unfairly penalized simply for being machine-generated. This perceived inconsistency could stifle innovation and deter businesses from leveraging advanced tools that could enhance their content offerings.
Ranking Bug Complications
Adding to the chaos during the rollout was the emergence of a separate ranking bug affecting search results. Although unrelated to the core update itself, this bug caused temporary and erratic fluctuations in rankings, leaving many site owners further bewildered as they struggled to determine whether their drops were due to the update, the bug, or some other factor. As of this article, the bug has been reported to have been fixed.
How to Recover from the August 2024 Google Core Update
As the SEO community grapples with the fallout, it has become apparent that ongoing dialogue and transparency from Google are critical to helping all website owners cultivate a thriving online presence amid constantly fluctuating standards.
So, what are website owners to do?
Well, it’s clear that navigating this update might require more than just fine-tuning strategies; it calls for us to keep an open mind about our SEO content strategies. Below, we’ve complied some actionable advice to help you get your bearings.
Long-Term Strategies vs. Quick Fixes
Navigating the aftermath of a Google Core Update can feel overwhelming, especially with the instinct to implement immediate changes in a bid to recover lost traffic.
However, Google’s guidance emphasizes that short-term tweaks often yield little lasting benefit. Instead, the focus should be on long-term strategies that prioritize quality and user experience.
Google's Advice
Google outlines a series of recommendations designed to help website owners concentrate on sustainable growth rather than fleeting adjustments. Here’s a breakdown of some key steps you should consider:
- Focus on User Experience: Prioritize creating content that genuinely adds value for users. This means understanding user intent and ensuring your content is relevant, informative, and meets their needs.
- Enhance Content Quality: Shift your focus from producing content solely for SEO to crafting original, high-quality materials that will resonate with your audience. Content designed specifically for search engines often lacks the depth and engagement expected by users.
- Avoid Quick Fixes: Resist the urge to make rash changes based on immediate concerns, such as axing all of the low-performing pages from your site. Strategies such as hastily removing elements perceived to negatively affect SEO can be counterproductive. Focus instead on gradual, sustainable improvements that enrich user experience.
Monitoring Impact
In addition to implementing thoughtful strategies, continuous monitoring is equally important. Utilizing tools like Google Search Console provides invaluable insights into how your site’s performance evolves over time, especially before and after the update. And, regardless of updates to Google’s algorithm, we recommend that you perform regular site audits and SEO health checks as a matter of best practices.
By analyzing traffic patterns and ranking changes, you can identify specific areas that require attention or adjustments. This data-driven approach to SEO allows you to make informed decisions, making sure your tactics are informed by metrics that matter.
Avoid Knee-Jerk Reaction Techniques
Finally, adopt a patient and strategic mindset. As you implement changes following the update, it’s crucial to remember that improvements may not be immediately visible; in fact, the effects of your efforts might not be apparent until the next Google update occurs. Focusing on sustainable, long-term enhancements will ultimately yield the best results, differentiating your law firm from the competition.
Concentrating on building a robust foundation of quality content and user-centric design will not only help you recover but also position your law firm for ongoing success and visibility. We know that as a busy legal professional, maintaining a website and keeping a laser focus on your search rankings can be overwhelming. That’s why we provide SEO and digital marketing services catered directly to the legal sector. To learn more about what we do and how we can help you grow your law firm, contact us today.
