Google’s Helpful Content Update and What Law Firms Should Do About It

In August 2022, Google launched a transformative update to its search ranking algorithm called the Helpful Content Update. This update has since become a game changer for SEO and those working in the legal industry. As the landscape of SEO continues to evolve, law firms must adapt to ensure their websites meet Google’s new standards. In this blog post, discover what the update is about, how it affects law firm websites, and what you can do to ensure compliance and success.

What Is the Helpful Content Update?

Google’s Helpful Content Update prioritizes high-quality, user-focused content and punishes websites that create content primarily to rank well in search engines. This update introduced a sitewide ranking factor that evaluates a website’s overall helpfulness based on the quality of its content.

Key features of the update include:

• Emphasis on expertise and depth of knowledge
• Promotion of original, comprehensive information
• Requirement for a positive user experience
• Penalization of content designed primarily for SEO rather than user benefit

In March 2024, Google integrated this update into its core algorithm, meaning these principles are continuously applied, not just during periodic updates. This shift underscores Google’s commitment to serving users with truly useful content.

How Google’s Helpful Content Update Affects Law Firm SEO

The Helpful Content Update has reshaped how Google assesses content, impacting search rankings significantly. Law firms that relied on outdated SEO practices may have already noticed the effects. Here’s how these updates impact your law firm’s SEO:

1. People-First Content: Google prioritizes content that addresses user intent and provides in-depth answers. For example, a blog explaining legal procedures in detail, written by an experienced attorney, is likely to rank higher than a generic list of legal tips.
2. Penalization of Low-Quality Content: Google demotes thin, low-value content. While AI-generated content is not forbidden, it must be edited by humans and provide unique insights to rank well.
3. Focus on Expertise: Content created by individuals with firsthand legal experience or deep knowledge of legal issues is favored.
4. Sitewide Effects: If your law firm’s website is flagged for significant amounts of unhelpful content, your entire site’s visibility may drop, affecting all your content, not just the underperforming pages.

How to Identify If Your Law Firm’s Website Was Affected

If your law firm has been impacted by the Helpful Content Update, you may notice sudden and significant drops in traffic and rankings. Here’s how to determine if your site was affected:

1. Analyze Traffic: Use tools like Google Search Console (GSC) to monitor traffic changes. Sudden drops in clicks or impressions around the time of a Google update are strong indicators your site was hit.
2. Monitor Keyword Performance: Track your keyword rankings regularly. If you notice a steep decline after an update, your site might have been penalized. Tools like position tracking software can help you keep an eye on keyword shifts.

Why Might Your Site Have Been Affected?

If your law firm’s site was affected, it’s likely due to one of the following reasons:

1. Low-Quality Content: Content lacking depth, original insights, or usefulness can result in demotion. Google values content that truly helps users, not filler designed to rank.
2. Over-Optimization: Over-optimized content with awkward keyword phrasing or excessive keyword usage may trigger penalties. Google’s sophisticated algorithm is quick to identify content that’s written for search engines, not users.
3. Lack of Expertise: Law firms lacking clear expertise in their content may also suffer. Google assesses content through the lens of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), so it’s important to demonstrate subject matter authority in every piece of content.

How to Recover from a Helpful Content Update

Recovering from a Google penalty can be challenging, but it’s not impossible. Here are actionable steps your law firm can take:

1. Perform a Content Audit: Review your site’s content to identify pages that are underperforming or lack value. Categorize them as “Keep,” “Update,” or “Remove” to refine your content strategy.
2. Focus on Satisfying Search Intent: Ensure your content aligns with user intent. For example, if users are searching for “How to file a personal injury claim,” your content should provide a detailed, step-by-step guide rather than a superficial overview.
3. Improve Content Quality: High-quality content is key to recovery. Law firms should focus on addressing client needs, showcasing legal expertise, and creating content that offers genuine value.
4. Optimize for Engagement: Engage your audience with compelling headlines, internal links, and clear calls to action (CTAs). Use visual elements like infographics or case studies to boost interaction and retain reader attention.’

Key Takeaways:

To succeed in SEO after Google’s Helpful Content Update, focus on creating high-quality, user-focused content that truly helps your audience—whether it’s answering legal questions or breaking down complex legal topics. Forget quick fixes and instead prioritize content that meets your clients’ needs, regularly update it to keep things fresh, and stay on top of SEO best practices. By doing this, your law firm can bounce back from the update and thrive.