Spoiler alert straight from Google:
“There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people.”
If your law firm’s digital marketing strategy already includes producing regular, high-quality, up-to-date content across multiple platforms, feel free to stop reading now. There is no need to panic. There is nothing to see here.
Google rolls out hundreds of algorithm changes each year. These changes range from minor tweaks to major overhauls, but they are always aimed at providing end users with the most relevant and high-quality search results. Therefore, rather than being tempted to veer off course to try to game the machines, it is crucial to stay focused on producing high-quality content that is valuable to your real audience of people.
Understanding the March 2024 Google Update
The recent Google update involves both a core update and a change to spam policies. The core update aims to improve the ranking systems of Google’s search engine using a variety of new signals and approaches. The ultimate objective, as in previous updates, is to help real people find content online that is useful to them.
Alongside the core update, Google’s new spam policies are aimed at combating expired domain abuse, scaled content abuse, and site reputation abuse. These updates are designed to identify and penalize websites that use manipulative tactics to improve their search results rankings. Both changes reinforce existing digital marketing advice that producing quality content is the best way to improve your visibility in search engine results.
Successful Content Strategies for Law Firms
The quality of content is becoming increasingly important with the rise of A.I. While this technology can churn out volumes of content quickly, it can also lack the depth, context, and originality that human-written content can provide. Professional and personal insights, novel information, and well-researched legal analysis improve differentiation and value. Google’s new algorithm update continues to identify and prioritize content that provides real value to users, attempting to weed out low-quality, A.I.-generated content.
Instead of getting caught up in the whirlwind of Google’s frequent algorithm updates, law firms, and legal marketers should stay focused on what they can control: producing up-to-date, relevant content that provides value to their target audience and in turn increases their online presence. A.I. is a useful tool in content production but it should not be used to churn out impersonal, unhelpful, or, at worst, incorrect content. The fundamentals of content strategy still apply:
- Quality Over Quantity: Avoid the temptation to mass-produce content for the sake of filling your website or blog. Focus on creating high-quality content that offers value to your readers.
- Relevance is Key: Make sure your content is relevant to your audience. Address their concerns, answer their queries, and provide solutions to their problems.
- Engage with Your Audience: Encourage interaction through comments, shares, and likes. This not only boosts your S.E.O. but also helps you understand your audience better.
- Update Regularly: Regularly updating your content keeps it fresh and relevant, which is something Google’s algorithms reward.
Your content should also be developed within an overall content strategy that aligns with your firm’s goals, understands your audience, and delivers value. For current guidance on a comprehensive digital marketing strategy for your law firm, read our recent article, Your 2024 Step-By-Step Guide To Owning Your Firm’s Digital Marketing Strategy (Hint: It Leverages A.I.!)
Stay the Course With Quality Legal Content
Google’s algorithm updates should not be ignored but they do not always require changes to your digital marketing strategy. The March 2024 Google core and spam policy updates reaffirm the importance of quality content and ethical S.E.O. practices. If you are already implementing an effective content marketing strategy, our advice is to stay the course and maintain your focus on creating high-quality, valuable content created for the people that you want to reach. You are what Google is searching for.
