2025 SEO Trends for Law Firms & Attorneys
- Brent Harkins
SEO for divorce law firms has changed more in the last few years than it did in the decade prior. In the 2010s, search engine optimization was an area filled with black-hat practices of marketers trying to cheat or trick Google. And that worked for a while. With recent algorithm updates, we’ve seen numerous law firm websites take big hits to their rankings from their use of these unscrupulous tactics.
After the launch of ChatGPT in December 2022, Google has put its focus on accelerating the use of responsible AI practices, while still keeping the consumer informed with unique content first and foremost, quickly followed by what is best for them as a business. Because of these revenue-driving initiatives by Google, many marketers claim SEO is dead. The reason some claim this is that Google has added numerous paid and local placements above the organic listings lessening their visibility.
Personally, I couldn’t disagree more. SEO is still imperative to your marketing strategy, but not just by doing it, it’s how you do SEO in 2025 and onward that’ll make the difference. Consumers are more educated than ever and are better at recognizing who is paying to be in front of them versus who Google believes is the most relevant business from their search. For this reason and others that I will outline below, why attorneys should still invest in SEO for their law firms.
What Happened to Organic Search in 2024
When looking ahead to 2025 SEO trends for law firms and attorneys, I would like to take a look back at what Google has been doing. In 2024 we saw a number of impactful updates made to the ever-evolving Google search algorithm. By understanding how Google itself evaluates websites and content, business owners can have a better idea of what they should be focused on and the type of content that they should be producing.
2024 Google Algorithm Updates
March 2024 Core Update (March 5 – April 19):
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- Scope: This was Google’s largest core update to date, involving changes to multiple core systems.
- Objective: The update aimed to reduce low-quality, unoriginal content in search results by 45%, surpassing the initial expectation of a 40% improvement.
- Key Changes: Refinements were made to better understand if webpages are unhelpful, have a poor user experience, or appear to be created primarily for search engines rather than users.
May 2024 AI Overviews Update (May 14 – May 27)
Though this wasn’t a CORE Update, this is an honorable mention due to critics raising concerns over potential impacts on website traffic, as users might not need to visit sites for answers.
- Scope: Google launched AI Overviews, an evolution of its Search Generative Experience (SGE).
- Objective: To provide AI-generated summaries at the top of search results, reducing the need for users to click through multiple links.
- Key Changes: Aimed at simplifying complex queries and providing quick answers while linking to relevant web pages.
August 2024 Core Update (August 15 – September 3):
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- Scope: This update was significant and incorporated feedback from the September 2023 helpful content update, which had negatively impacted many small and independent publishers.
- Objective: To promote high-quality content while demoting low-value SEO content.
- Key Changes: Adjustments were made to better surface genuinely useful content and reduce the visibility of content created solely to perform well in search rankings.
November 2024 Core Update (November 11 – December 5):
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- Scope: A standard core update focusing on improving search result quality.
- Objective: To continue enhancing the quality of search results by showcasing more genuinely useful content and reducing the prominence of content created just to perform well on Search.
- Key Changes: Further refinements to ranking systems to better identify and reward high-quality content.
December 2024 Core Update (December 12 – December 18):
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- Scope: This update was unexpected, occurring shortly after the November core update.
- Objective: To implement improvements across different core systems.
- Key Changes: Google stated that they have various core systems that are continually improved, and this update was part of that ongoing effort.
How Law Firms Can Rank Higher on Google in 2025
Search engine optimization strategy and fundamentals aren’t going anywhere. All of Google’s updates mentioned above represent enhancements to better serve content that is what the searcher is looking for and displayed in a manner they’d expect.
It is important now more than ever to be aware of your law firm website’s data. Google is not slowing down, so you’ll need to implement (or have someone implement for you) the tools below:
- Google Analytics 4
- Google Tag Manager
- Google Search Console
The data these tools track will allow you to make informed decisions for your brand.
Start with Strategy
The first places we look when evaluating a law firm’s website are what keywords are they currently ranking for and which keywords are most valuable to them as a business. While ranking #1 organically is great, if it is for a keyword or phrase that is irrelevant to your services, what good does it really do? Generally, your geographic location + service + “lawyer” or “attorney” are the most valuable combination to target. We recommend having a dedicated service page that is optimized for this term and then creating supporting content like blogs and FAQs that internally link to it. With a variety of well-written content you will establish your expertise, authority, and trustworthiness to Google by providing helpful content to your target audience which was the point of their August and September algorithm updates.
Other Google Organic Placements
Beyond the standard search results, you can also appear in the featured snippet, people also ask, and local search results map. FAQs have gained a lot of prominence on search engine results pages (SERPs) being placed directly below the paid ads. Using schema markup is the easiest way to indicate to Google that your content’s purpose is to answer the frequently asked questions and appear in these placements. To appear in the local search results map, having an optimized Google Business Profile is critical. Earlier this year we shared 5 Tips to Improve Your Google Local Map Pack Ranking.
Video for SEO
In addition to the opportunities above, video content can be found in multiple ways on Google and don’t forget they own YouTube. Having optimized videos that are aligned with your overall content strategy can have you appear in multiple ways on search engine results pages. Having your desired keyword in the file name, title, and description is an easy starting point. With short-form video being a recent focus, consider making a long-form video that can be broken down into shorter clips to be shared on TikTok, Instagram Reels, and YouTube Shorts.
The #1 Takeaway for Law Firms to Succeed on Google
It’s our belief that law firms need to be omnipresent with their marketing to truly be successful and we bring that same line of thought to dominating Google. Let us first state that advertising on Google does NOT give any added benefits to organic search results as some have claimed at times. It has been rebuked by Google itself. That said, if you advertise there will be more opportunities for prospective clients to see you. In a perfect world, the “location + service + attorney” search result could have your firm show up five or more times on the first page; Local Services Ads, Paid Search Ads, local search, the featured snippet, and organic results. Shoot, maybe you show up for Video and you have a sub-link on your organic results, that’d be seven times. While most competitors are dreaming of page 1, you’re dominating. This creates a durable advantage for your firm over others so even when an algorithm update occurs, you have protection due to the multiple placements and outlets you’re leveraged.
Take the time to create a content strategy that works for your practice, without it, you’re a rudderless ship. We recently helped a client launch a new website and content strategy and in 90 days their website improved 90+ positions to the first page of Google for “divorce attorneys” in New York City. If your practice is struggling to appear in search results and acquire clients from Google, our Launch & Earn® marketing can help improve your law firm’s digital marketing. Contact us today and we’d be happy to provide a free strategy session.
