Google updates its algorithm regularly, and one of its most impactful updates in recent years focuses on what it calls "helpful content." For law firms, this shift emphasizes writing content that serves real people—not just search engines.
Instead of chasing rankings through shortcuts or keyword stuffing, law firms are rewarded for producing content that’s useful, original, and grounded in expertise. This change aligns with what potential clients are already looking for: clear, relevant legal information they can trust.
What People-First Content Means for Law Firms
Creating content with the reader in mind doesn’t mean ignoring SEO; it means writing in a way that answers real questions and reflects real experience.
According to Google, quality content should:
- Live on a site with an audience that will genuinely benefit from it
- Demonstrate first-hand experience and legal knowledge
- Stay consistent with the firm’s practice areas
- Provide information that helps the reader understand a topic and feel confident in next steps
For example, a family law attorney writing about the divorce process should do more than just outline the steps. They should explain what those steps mean, how long they take, and what a client might expect emotionally or financially.
Scorpion clients using our SEO solution, Ranking AI, saw an average 35% increase in keyword rankings.
Avoiding Search-First Content Pitfalls
Google’s update penalizes content created solely to attract clicks. If your law firm’s blog exists just to repeat trending topics without adding perspective—or if it publishes articles outside your core practice areas—it could harm your law firm SEO ranking.
Here are some signs your content may be more search-first than people-first:
- It was created just to increase traffic, not inform readers
- It covers topics your firm doesn’t handle
- It summarizes other sources without adding insights
- It follows arbitrary word counts or keyword quotas
- It promises answers that don’t exist or can’t be guaranteed
Using E-E-A-T to Build Trust
Google uses a framework called E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—to assess content quality. Law firms should keep this in mind when creating blogs, FAQs, and service pages.
To support strong rankings, your content should clearly show:
- Who wrote it: Include bylines and links to attorney bio pages
- How the writer is connected to the topic: Note any relevant case experience or personal insights
- Why it was written: Make sure the intent is to educate and guide—not just to rank
Being transparent about the source and purpose of your content helps readers (and search engines) trust your site.
The Bottom Line
If your law firm wants to improve its SEO ranking, focus first on helping the people who visit your site.
Write with clarity, draw from your experience, and keep your content focused on your practice areas. When your site delivers valuable, easy-to-understand legal information, it not only earns trust—it earns better placement in search results.
Want more tips on content for law firms? Check out our recent posts on writing strategies and topic planning for legal websites.
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