Quick Recap of Google’s 2024 Algorithm Updates for Attorneys

Google’s 2024 Search Updates: What Lawyers Need to Know

Attorneys should already know that in competitive fields like legal marketing, Google’s search algorithm updates can make or break a website’s visibility. In 2024, Google released several algorithm updates that honed its focus on fighting spam, improving content quality, and enhancing user experiences. From stricter penalties for spammy backlinks to a renewed emphasis on high-quality, human-first content, these changes carry significant implications for attorneys aiming to attract and convert clients through search.

In this post, we’ll break down the major algorithm updates of the year and offer practical tips for keeping your SEO efforts compliant and effective.

January – February: Targeting Spam

The year began with Google doubling down on its mission to eliminate spam from search results. Updates in January and February primarily targeted manipulative practices like low-quality backlinks and spammy content stuffed with irrelevant keywords. These updates were designed to enhance the integrity of search rankings and reward websites offering genuine value.

These early updates served as a wake-up call to audit law firms’ SEO practices. If your firm’s website relied on outdated or questionable linking strategies, these changes could result in significant ranking penalties. The lesson? Focus on earning links through meaningful content and partnerships rather than shortcuts that risk long-term credibility.

March: Core Update

In March, Google raised the bar for content quality with its first core update of the year. This update emphasized the importance of authoritative, relevant, and well-researched material—particularly for industries where trust is critical, like law.

Creating and using content written for web crawlers to “game the algorithm” is not a worthwhile search strategy, and March’s update targets this approach. Websites with thin, AI-generated, or keyword-stuffed content saw notable declines in rankings, while those offering in-depth, human-focused insights were rewarded.

For attorneys, this update emphasized the importance of creating content that speaks directly to potential clients’ needs. Whether answering common legal questions or showcasing successful case results, law firms should always be prioritizing content that establishes credibility and builds trust.

For more on crafting authentic, humanized content, check out TSEG’s guide on making AI content work for your firm.

August – October: User Experience

As the year progressed, Google turned its attention to user experience with more significant updates in August, September, and October. These changes emphasized the importance of mobile usability, fast load times, and intuitive site navigation. Websites that failed to meet these standards experienced dips in visibility, while those prioritizing accessibility and functionality climbed higher in rankings.

For law firms, these updates reinforced the need for seamless digital experiences on your websites. Potential clients are more likely to stay and convert on a site that’s easy to use, on every device, and loads without delay.

If your website isn’t optimized for smartphones or takes more than a few seconds to load, it may be time for a professional overhaul. TSEG specializes in designing websites tailored for law firms, ensuring they deliver exceptional experiences that convert visitors into clients. Curious how your site matches up to today’s benchmarks? Take advantage of our free website audits today.

December: Second Spam Update

Google closed out 2024 with another aggressive push against spam through its December update. This update specifically targeted manipulative linking strategies and low-value content. Websites engaging in these practices faced swift penalties, losing visibility and credibility. Some of the spam practices this update targeted are listed below:

• Cloaking
• Doorway abuse
• Expired domain abuse
• Hacked content
• Hidden text and link abuse
• Keyword stuffing
• Link spam
• Machine-generated traffic
• Malware and malicious practices
• Misleading functionality
• Scaled content abuse
• Scraping
• Sneaky redirects
• Site reputation abuse
• Thin affiliation
• User-generated spam
• View the full list of spam policies here

December’s spam update is a clear reminder to avoid shortcuts in legal marketing SEO. Relying on paid links, link farms, or overly optimized anchor text can do more harm than good. Instead, invest in ethical SEO practices that focus on creating high-quality content and building genuine connections within the legal community. By aligning with Google’s emphasis on authenticity, your firm can protect its reputation and maintain strong search rankings.

Practical Takeaways

The recurring theme in Google’s 2024 updates is a demand for authenticity and user-centric strategies. Law firms ought to focus on truly meaningful content, ethical search engine practices, and heightened user experience. Quick ranking hacks and manipulative linking tactics should not be in your SEO’s playbook—they risk penalties that could set your firm back significantly.

Instead, aim to build a foundation of trust through genuine engagement with your audience through these tactics:

1. Refine Your Content Strategy: Update your website with original, truthful, and people-focused content. Highlight your legal expertise with topics that resonate with your practice’s audience and local community.
2. Optimize for Mobile and Speed: A well-functioning website that’s mobile-friendly and quick to load can improve user satisfaction, search rankings and conversion rates.
3. Build Trustworthy Links: Develop connections with credible websites to earn links organically. Avoid shady link-building schemes that could severely harm your firm’s website.
4. Keep Content Genuine: AI can be used as a helpful marketing tool, but always ensure you keep a human touch. Write with the goal of connecting authentically with your audience, not Google’s algorithm.

Applying these tips can be a daunting task for a legal professional, especially for those realizing they are working with a questionable website and SEO provider. Partnering with a proven, dedicated legal marketing team, like TSEG, ensures your strategy is both compliant and effective, so you can focus on serving your clients. Contact us today to see how your website can get a health check with a free website audit.