If it seems as if the Google ranking for your law firm’s website tends to fluctuate wildly, you’re not imagining things.
Google is constantly adjusting its search engine algorithm, and recent years have seen more tinkering than usual.
In June and July of 2021, for instance, Google implemented a series of updates regarding online content, relevance, spam, and images. Included were changes to Google’s core ranking algorithm.
These adjustments could have affected your site ranking whether you knew it or not. And they make the already challenging task of Search Engine Optimization even more so.
“For businesses that find their Google ranking decrease after an algorithm update, Google recommends that they follow its guidelines for search,” writes attorney and SEO expert Seth Price in this article for The National Law Review. “These include not relying on keyword stuffing, focusing on original, well written content and keeping your site’s expertise, authoritativeness and trustworthiness (EAT) in mind.”
Read this update and analysis from Seth Price on the adjustments Google made to its algorithm in 2020 and 2021.
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Three SEO Solutions to Google Algorithm Adjustments
“It seems that the second you get your SEO strategy ready and in place, Google adjusts one of their algorithms,” writes George Eblacker of the Internet Marketing Team. “It is easy to feel overwhelmed when a major change is made. However, a major change does not necessarily mean you need to restart your SEO strategy completely. Not every change applies to your SEO strategy, shifting your focus each time there’s an update is harmful and counterproductive.”
Here are three SEO strategies Eblacker suggests:
- Keep calm and carry on. “When Google makes an update to the algorithms, it does so to reduce spammy websites from reaching the top,” according to Eblacker. “Don’t try to get ahead of the algorithm by making changes. Instead, wait around until you see how the changes to the algorithm affect your page. If you end up not needing to make changes, you haven’t wasted any time. If you do need to make an adjustment or two, you’ll have a better idea of where to focus your energy. Instead, you will want to approach each algorithm change with a clear and open mind.”
- Do your due diligence. From Eblacker: “After the algorithm changes have been made and the experts have gotten a feel for how this changes a search, you’ll want to do your research to see what changes you may want to make. Remember to look at credible websites and resources. One of the best resources is the Google Webmaster Blog.”
- Devise a workaround. “If you want to maintain a strong search position after an algorithm shift, you need to understand the problem the change solves. Ask yourself, ‘How does this change provide a better experience to users?’ Then, create a strategy around the solution.”
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