A Tamer Core Update, But Not One to Ignore

Google officially completed its March 2025 core update on March 27, wrapping up a two-week rollout that began on March 13. Like all core updates, it was designed to improve the relevance and helpfulness of search results—not just reward keyword-heavy content.

This update wasn’t as disruptive as some of Google’s more aggressive algorithm changes in the past. At TSEG, we monitored site performance across hundreds of law firm websites throughout the update. Ultimately – this one was relatively mild.

But “mild” doesn’t mean meaningless—especially for firms skating by on outdated SEO strategies or AI-generated filler content.

The Push Continues Toward People-First Content

The March 2025 update continues Google’s long-term mission to reward sites that provide real value to users—and weed out those relying on thin, AI-spun content or manipulative SEO tactics. While there were some fluctuations in rankings across industries, legal websites with strong SEO strategies should have fared well in this round.

TSEG’s SEO team observed slight upward movement across many of our law firm clients’ websites, with the average ranking change landing at less than one position—either up or down. That’s a strong indicator that if your site is already optimized with user-first content, technical best practices, and a solid backlink profile, there was little to worry about.

If You Saw Major Drops, Take It Seriously

On the flip side, if your site’s rankings or traffic took a nosedive this month, it likely wasn’t just bad luck. This update might be a signal that your current SEO strategy is out of step with Google’s standards—or worse, relying too much on shortcuts that no longer work. Google has previously released a list of questions to ask yourself if you experience a drop after one of their updates.

Here are a few red flags worth investigating:

• Keyword-stuffed practice area pages with low readability
• Blog content generated purely for search engines, not real readers
• Outdated or broken site architecture that frustrates both users and crawlers
• Lack of high-quality backlinks or unique thought leadership

At this point, Google isn’t just looking for content—it’s evaluating quality, relevance, and intent. If your site was hit, you need more than minor tweaks. You need a strategic overhaul.

Why Most Law Firm Sites Stayed Stable

The legal industry has some built-in advantages when it comes to SEO. Legal queries are high-stakes, and users are looking for trustworthy, specific information. That’s exactly the kind of content Google wants to surface.

Firms that have invested in clean technical SEO, original content written by (or with input from) attorneys, and ethical link-building practices are seeing steady performance across updates.

Lawyers: Be Ready, Not Reactive

While this particular update didn’t create a seismic shift in legal rankings, it’s another clear message from Google: human-first content wins. AI tools are powerful—but when misused or over-relied on, they produce generic, low-value content that search engines are learning to detect and downrank.

At TSEG, we build law firm websites that:

• Are structurally optimized for both users and search engines
• Feature content developed by legal writers and SEO strategists—not mass AI scripts
• Deliver long-term rankings growth through sustainable, white-hat strategies
• Leverage AI where it adds value, not where it replaces substance

If your traffic dipped—or flatlined—after this update, we recommend a comprehensive audit. Not just for SEO, but for how your site is actually serving users. That’s the standard now.

Bottom Line: If You’re Doing SEO Right, You’re Probably Fine

The March 2025 update wasn’t a game-changer for most law firm websites. But it was another checkpoint—and a reminder that SEO isn’t a set-it-and-forget-it effort. It’s a living system that rewards continuous improvement.

If your rankings held steady or improved slightly, you’re on the right track. If not, it’s time to reassess.

Let TSEG help. We’ll show you where your site stands today—and what it needs to win tomorrow. Reach out to our team today to get a free website audit and to talk about how a partnership with us can help you dominate your market.