How to Recover from Frequent Google Core Updates

Law firm owners know the struggle of keeping their websites visible and competitive on search engines. With Google constantly tweaking its CORE algorithm, it can feel like you’re aiming at a moving target. Throw in the intense competition, and it’s no surprise many firms end up feeling frustrated, overwhelmed, and unsure about their next steps in organic marketing.

It didn’t use to be this way. Google has been updating their CORE algorithm quarterly now for nearly 2 years, and if SEO efforts weren’t a full-time effort before, it’s certainly a time-sucker now. You may be asking yourself: Why is this happening? What are the changes? What can I do?

What Are Google Core Updates?

Google core updates are broad algorithm changes designed to improve the quality and relevance of search results. These updates are not aimed at specific websites but rather evaluate how well content across the web aligns with Google’s mission to provide reliable, helpful, and user-focused search experiences.

While some websites might notice no change at all, others may experience significant shifts in rankings—sometimes for reasons that feel impossible to pinpoint. If your law firm’s site traffic has taken a hit after a recent core update, you’re not alone. The good news? Recovery is entirely possible with the right approach.

Why Is Google Making Frequent Updates?

Google’s frequent algorithm updates are a direct response to the ever-evolving digital landscape. Over the past two years, these updates have been largely driven by two key factors:

1. Advancements in Artificial Intelligence (AI):
   AI technologies have revolutionized how Google evaluates and ranks content. Tools like Google’s RankBrain and AI-powered overviews enable the search engine to better understand user intent and provide results that are more relevant and valuable.
2. Shifts in Ranking Priorities:
   Google’s mission has always been to deliver the most reliable, helpful, and people-first content. To meet this goal, its ranking priorities are continuously refined.

Steps to Recover from Google Core Updates

1. Assess the Damage in Google Search Console

Before making changes, analyze your website’s performance in Google Search Console. Compare data from before and after the update to identify where traffic or rankings have dropped. Pay close attention to:

• Which pages are affected: Are they critical service pages or blog content?
• How queries are performing: Are certain keywords suddenly underperforming?
• Search types: Is the drop specific to web, image, or video search?

If the drop is minor for high-value keywords (e.g., from position 2 to 4), drastic changes might not be necessary. But if you’ve fallen off the first page entirely or have seen a significant decrease in overall traffic, it’s time to roll up your sleeves.

2. Audit and Improve Content Using SEO Tools

Google’s mantra is “helpful content first.” Thin, outdated, or overly sales-driven pages can hurt your site’s trustworthiness. Here’s how to course-correct:

• Prioritize quality over quantity: Revamp underperforming pages with deeper insights, stronger evidence, and user-focused solutions.
• Combine redundant pages: Merge similar posts into one comprehensive resource to prevent keyword cannibalization.
• Remove unhelpful content: If a page can’t be salvaged, consider removing or redirecting it.

Pro tip: Google isn’t against AI-generated content, but if you’ve bulk-created blogs using AI without adding human expertise or value, it’s time to refine or remove them.

3. Rebuild Trust with Google with Comprehensive Clean-Up

Core updates often hit websites that Google perceives as prioritizing SEO over user experience. Rebuild trust by:

• Eliminating spammy backlinks: Use tools like SEMrush to identify and disavow toxic links.
• Streamlining your site: Ensure fast loading times, mobile responsiveness, and an intuitive user experience using page speed insights.
• Creating authoritative content: Demonstrate expertise in legal topics with case studies, FAQs, and comprehensive guides tailored to your audience.

4. Avoid Black-Hat Practices That’ll Tank Your Site

Google’s algorithm is increasingly adept at detecting manipulative tactics. If you’re using strategies like keyword stuffing, cloaking, or buying links, stop immediately. Instead, focus on white-hat SEO techniques that align with long-term growth.

How Long Does Recovery Take?

Patience is key. It can take months for Google to recognize improvements, and significant progress often isn’t visible until the next core update rolls out. This timeline underscores the importance of proactive, ongoing optimization rather than scrambling to fix things after every update.

You can possibly accelerate the process by manually asking Google Search Console to crawl specific URLs using the URL Inspection tool, and hitting “Request Indexing”:

How Our Legal Marketing Experts Can Help

We know how disheartening it can be to see your hard-earned rankings plummet after an update. The team at Cardinal Concepts specializes in helping law firms recover from core updates by crafting personalized strategies that prioritize trust, quality, and long-term success with Google.

From comprehensive content audits to competitor analysis and technical SEO enhancements, we’re here to guide your firm back to the top. Don’t let Google’s ever-changing algorithms derail your goals—let’s tackle these challenges together.

Contact us today and see how we can transform your website into a search engine powerhouse.