Law firms can get many new client leads based on their rankings in the major search engines. Being on the first page of the Google search results in a particular area of law can be a game changer.

However, staying and remaining high in search engine results can be a constant battle. One day, a law firm might be ranking high on page one. However, they could bounce to page two or three weeks later. When this happens, the leads can dramatically drop for a law firm.

Many lawyers and law firms are confused about how this can happen. They can also feel powerless and not know what to do.

Why Do Search Results Fluctuate?

When a law firm sees its ranking in the organic search results fluctuate, many are confused and want to know why. The reality is that there are many reasons a law firm can see their search results bounce all over the place:

1.) Algorithm Changes – Search engines like Google often implement algorithm changes that change how they rank web pages. From the load speed of a site to the content on the site, webpage coding, structure, etc., Google and other search engines often change the algorithm that determines where a law firm ranks. In some notable examples, known as the Panda and Penguin Google updates, many law firms were hurt badly when they were bounced multiple pages back or even de-indexed.

2.) Competition  – Other law firms might enhance their web pages and search engine optimization techniques. So, while a law firm may have been ahead of the curve, the curve might be shrinking because other law firms are upping their game regarding their online presence. When this happens, a law firm ranked below another law firm might surpass those above them. The truth is that being on page one is like climbing to the top of the mountain. But the problem is that once a law firm gets to the top of the mountain, it does not mean they will stay there if other law firms try to knock them off.

What Should A Law Firm Do to Minimize Fluctuation?

What should law firms do to minimize fluctuations that could impact their business? Below is a list of things:

1.) Law firms must work with webpage developers who know and understand these algorithm changes to make the necessary adjustments to keep a webpage ranking high. Many law firms are clueless about search engine optimization–and do not even understand what it means or how it works. Many marketing entities might also be significant from a design standpoint but not so good from a ranking perspective.

2.) Law firms should also continue to add content to their web pages frequently. Whether blogging, adding articles, videos, or pages on various legal topics, keeping a law firm’s webpage fresh with new content is vital for maintaining a consistent search engine ranking.

3.) Inbound backlinks can also impact a webpage’s ranking. If a law firm has many inbound links from authoritative sources on the law, most law firms will not see significant fluctuations in their rankings. Yes, there is always some noise in the search ranking stratosphere, and a little bit of reshuffling will always occur; some stability can arise if the law firm’s webpage has lots of trust from these inbound backlinks.