If you’re a law firm that pays attention to your online marketing, you know the feeling. That slight sense of dread or anticipation when you hear the words “Google Core Update.” The search engine giant finished rolling out what we’re calling the “Summer 2025 Core Update” a few weeks ago, and after reviewing the data, the effects on law firm rankings are becoming clear. Some law firms have seen a good boost in their online visibility lately. Others have seen a frustrating drop.
So, what was this update all about? And what does it mean for your firm’s marketing? At Civille, we have been watching the data and the patterns very closely for our clients and the whole legal industry to find the answers. The core theme is unmistakable. Google has doubled down on rewarding true, demonstrable expertise and a deep understanding of user intent. Let’s break down what we’re seeing, who won, who lost, and the actionable steps your firm should take right now.
What Was This Summer 2025 Update All About
This latest update is about Google learning the difference between empty calories and a real meal. It can now easily spot generic, summarized information, the empty calories, and separate it from genuine expertise, the meal. That is why just listing facts about a legal topic is no longer enough to satisfy Google or your clients.
The update heavily favors content that demonstrates real-world experience and provides nuanced answers to complex questions. Think of it as Google learning to tell the difference between a lawyer who has tried a case and an article that has just rehashed information from other websites.
How is Google’s AI Mode Affecting Law Firm Search
What We’re Seeing Work for Law Firms
Firms that saw positive movement after this update typically had a few things in common, all centered around authenticity and demonstrating real value.
Content with Demonstrable Experience
The biggest winners were firms whose website content “shows” instead of just “tells.” Rather than a generic article on “What is a DUI,” their content included anonymized case scenarios, detailed explanations of the actual legal process from start to finish, and unique insights. They answered the follow-up questions a potential client would have, not just the initial query.
Deeply Localized Content
This update seems to have amplified the need for hyper-local signals. Firms that simply listed their city name a few times saw less benefit than those whose content demonstrated true knowledge of local law.
Read More: A Lawyer’s Guide to Niche Keyword Research
Strong Author and Firm Profiles
Google wants to know who is providing the information and why they are qualified. Firms with robust, detailed attorney bio pages and comprehensive “About Us” sections were rewarded. These pages didn’t just list credentials. They showcased publications, speaking engagements, unique legal philosophies, and what makes each attorney a true expert in their field.
Why Some Law Firm Sites Lost Visibility
The sites that were negatively impacted often shared common traits that this update was designed to target.
An Overreliance on Generic AI Content
This was a big one. Law firms that used AI tools to rapidly generate dozens of surface-level articles without significant human oversight, editing, and the addition of unique expertise saw noticeable drops. The update proved to be very effective at identifying content that lacks a genuine human perspective and simply rephrases information already available elsewhere.
A Poor Website User Experience
This update showed that the technical side of your site is now just as important as the content on it. A website that loads slowly, is confusing, or bombards people with pop-ups, especially on mobile phones, was penalized. Google is now making a direct connection. If your site gives people a bad experience, it is a bad site.
Vague or “Faceless” Expertise
Your bio page is now a critical SEO asset, and the old way of doing it is not enough. Just listing your law school and bar admission is lazy. You need to add real details about your career, your approach to the law, your community involvement, and any articles you have written. Make it clear why you are an authority.
How to Adapt and Thrive Post-Update
If your site was negatively affected, don’t panic. This update provides a clear roadmap for what Google wants to see.
Audit Your Content for Real Expertise
Go back and read your most important website pages and blog posts. Be honest with yourself. Does this sound like a dry book report, or does it sound like it was written by a lawyer who has been in the trenches? You need to find every opportunity to add your unique insights, share some real but anonymized examples, and give a point of view that a client cannot get from anyone else.
Enhance Your Attorney and Firm Bios
Treat your bio pages like the critical SEO assets they now are. Go beyond your law school and bar admission. Add details about your career, your approach to practicing law, community involvement, and any publications or presentations. Make it crystal clear why you are an authority in your field.
Conduct a Technical and User Experience Check Up
Put yourself in the shoes of a potential client in crisis. Can they find your phone number instantly on their mobile phone? Does your site load quickly? Is it easy to navigate to the exact practice area they need? Fixing these foundational user experience issues is a critical step.
Double Down on Local Nuance
Think about how you can demonstrate your local expertise more effectively. Can you write a post about a recent high-profile local case (without giving specific legal advice)? Can you create a guide to local legal resources? This deepens your connection to your community and sends powerful local relevance signals to Google.
Navigate Google’s Changes with a Trusted Partner
Trying to keep up with every Google update can feel impossible when you are also trying to run a law firm. At Civille, our team is obsessed with tracking these changes. We study their impact on the legal industry and adapt our strategies so our clients always have an edge.
Our approach is simple. We build your marketing on a solid foundation of things Google always values: real expertise, a great user experience, and clear authority. We are not interested in chasing algorithm fads that disappear overnight. We build a resilient online presence for your firm that is meant to last.
If you are ready for an SEO strategy that is built to weather any of Google’s storms and attract the right clients, contact Civille today.
