As we step into 2025, it's a perfect time to reflect on the seismic shifts that unfolded in the world of SEO throughout the past year. December 2024 marked the implementation of the latest Google core update—a significant event that sent ripples through the search engine landscape. With a quick rollout and noticeable impacts on search rankings, this update is one of four major changes Google made in 2024 and one that we’re still seeing the effects of in real-time.
In this blog, we’ll explore the December 2024 core update, recap all core updates from the past year, and identify pivotal trends we've seen emerge. Whether you're a seasoned SEO expert or just starting out in the digital marketing realm, gaining insights from these changes will help you adapt your strategies to thrive in the coming year.
What is the December 2024 Google Core Update?
The December 2024 core update was officially announced on December 12, 2024, and by December 18, the rollout was complete. What sets this update apart is its speed; it took just six days to fully implement, making it one of the fastest core updates recorded. While rapid rollouts are not unheard of, this timeframe raised eyebrows and sparked discussions within the SEO community. The quick execution suggested that Google had significant changes in mind, prompting a flurry of activity as webmasters and marketers scrambled to assess potential impacts.
Impact on SERPs
The December update was reported to be more volatile than the November update, with some websites experiencing fluctuations of up to 45% in their search positions, according to some sources. Click-through rates (CTR) also showed high volatility of up to 15%. According to metrics across various SERP volatility tracking apps, these fluctuations have remained high since the update. At the time of writing, the highest rate of volatility is found in news, arts, and entertainment websites.
The SEMRush Sensor showed high volatility following the December 2024 Google Core UpdateWhat does this mean for legal SEO? In short, if your content strategy hasn’t taken E-E-A-T into account yet, it’s high time to adjust your approach. This update wasn’t just a blip on the radar; it was a clarion call for high-quality, authentic information that genuinely meets user needs.
But before we get into what you can do to remedy the situation if your website has taken a hit, let’s look back at all the Google Core Updates from 2024 and see what we can learn.
Recap of All Core Updates in 2024
In 2024 alone, Google rolled out a total of four major updates, each bringing its own set of changes and challenges. In addition, there were also three spam updates throughout the year, bringing the total number of confirmed algorithmic updates in 2024 to seven.
January Update
Kicking off the year, the January update laid the groundwork for what was to come. It focused on refining search algorithms, with special attention on improving the relevance of featured snippets. This update encouraged website owners to enhance their content's structure and clarity, laying a foundation that would become crucial as the year progressed.
March Update
Moving into spring, the March update made waves by intensifying the focus on mobile usability and page experience signals. As more users accessed the web via their smartphones, Google highlighted the importance of creating mobile-friendly websites. This update served as a reminder for law firms and businesses that digital accessibility is no longer optional—it's mandatory.
June Update
The June update brought changes centered on online reviews and user-generated content. This iteration emphasized the value of authentic reviews and encouraged businesses to solicit feedback from their clients. As potential clients increasingly rely on reviews to inform their choices, this update reinforced the idea that transparency and customer engagement should be at the forefront of any digital marketing strategy.
November Update
As the year came to a close, the November update fortified the ongoing emphasis on E-E-A-T. Building on earlier updates, Google encouraged website owners to bolster their credentials and authority within their respective fields. This change was particularly important for legal professionals who must establish themselves as trustworthy sources of information in order to rank.
December Update
And finally, we arrive at the December update, which amplified the importance of E-E-A-T, particularly with regards to fraud prevention and consumer information reliability. Websites that fall under “Your Money or Your Life” (YMYL) categories, such as legal services, finance, and medical fields. The expectation is not just for content to be accurate; it must also reflect a demonstrated expertise in the topic.
Local Search Effects
Following this core update, there were also notable implications for local SEO. Google has continually worked towards providing users with relevant and geographically appropriate results. The December update refined how local results are generated, meaning law firms might see shifts in visibility based on their local SEO practices. Factors such as Google Reviews, location citations, and the establishment of Google Business Profiles have become more critical components of SEO success.
Key Trends Observed Throughout 2024 Core Updates
Across every core update in 2024, a persistent emphasis on content quality emerged as a consistent theme. Each update reinforced the notion that Google is prioritizing content that delivers real value to users. Gone are the days when keyword density and superficial articles could get you through the ranks. Now, it's about crafting in-depth, authoritative content that addresses specific user queries and needs.
In practice, this means law firms should invest time and resources in creating comprehensive guides, detailed FAQs, and well-researched articles that genuinely aid potential clients. The December core update drove this point home, emphasizing that content should not only be informative but also showcase the author's expertise, particularly in fields that require a high level of trust, such as personal injury law.
Shifts Toward Local and Personalized Search
As competition heats up in local markets, particularly for law firms, the importance of local search has grown significantly. The updates in 2024 highlighted Google’s dedication to delivering localized results based on user intent. Optimizing for local SEO—through Google Business Profiles, local keywords, and user reviews—has become necessary for law firms aiming to capture business in their geographic areas.
More Rigorous Testing and Accountability for AI Content
With the rise of AI-generated content, 2024 saw a more rigorous testing environment for these types of materials. The spam update specifically made it clear that content must not only be original but also comply with a new standard of quality; otherwise, it faced the risk of a ranking hit.
The trend here is clear: while AI can be a useful tool for content generation, it should not replace the thoughtful, human touch necessary to produce quality material that aligns with user intent. Law firms are encouraged to use AI as an assistant rather than a primary creator—ensuring that every piece of content maintains a level of reliability that clients can trust.
Adaptability and Real-Time Strategy Shifts
The rapid updates throughout 2024 indicate that adaptability is paramount. While you shouldn’t change your entire SEO strategy at the drop of a hat, you should stay tuned and be willing to make adjustments when needed.
Final Thoughts
As we step into 2025, now is the time to elevate your SEO strategy and make sure your law firm thrives in this competitive environment. At Rankings.io, we're dedicated to helping personal injury attorneys like you harness the power of SEO to grow your practice and help build connections with clients who need you.
