How to Survive Google's March 2024 Updates

TO: Attorneys & Managing Partners
FROM: Benji Albrecht, Founder and CEO of BPAgency
DATE: March 8, 2024
RE: How to Survive Google’s Core Update

On Tuesday Google released a Core Update to reduce spam and reward helpful content in the search results.

This week’s Memo shows you how to check if the update hurt your site’s rankings and how to create content that satisfies Google’s guidelines and resonates with your ideal clientele.

How to check if you’re site’s been affected by Google’s Anti-spam Update:

If your SEO agency is using AI to quickly generate low quality content, then your website was likely affected. If you’re unsure, you can check your Google Search Console (GSC) for an error that looks like this:

Even if you don’t see an error message, you should closely monitor your page impressions and clicks to look for sudden decreases. The update will take some time for Google to roll out, so I would keep a close eye on your GSC data for the next 30 to 45 days.

If you do find issues, get in touch. We’ll find a way to recover your site’s rankings by replacing the problematic content with pages based on the methodology below.

How to create Helpful Content:

Step 1: Start with your audience and their needs.

Consider the legal issues and challenges your potential clients face. Think about the questions your clients ask when they call your office or are meeting with you for an initial consultation. Then, think about the questions they may have asked themselves before picking up the phone to call an attorney. Use Answer the Public and online forums to find questions people are asking online relative to your practice areas.

Step 2: Choose your topics.

Choose topics that address your audience’s most pressing legal questions and concerns. Write about areas where you have the most experience and knowledge and include your unique insights. Don’t worry if your topics are similar to the competition - they likely will be.

Step 3: Create structured, insightful content.

Share your insights gained from practicing law to create original content that can’t be found elsewhere. You do this by using…

1. Personal Experiences

2. Case Studies from Past Client Matters

3. Detailed examinations of the legal process and potential outcomes.

Structure your content with headings that reflect the content’s subject and are compelling enough to attract reader interest. Use bullet points and numbered lists to make it easier to read and understand.

Speak to your clients dreams, objections, fears, and frustrations throughout your content. Especially in your introduction, headings, stories, and calls-to-action.

Step 4: Demonstrate expertise & trustworthiness.

Include an “About the Author” section that links to a page detailing your education, experience, and areas of expertise. When referencing laws, cases, or studies, link to reputable sources to enhance credibility. (Pro tip: Make these open in another tab.)

Step 5: Publish and update.

Regularly review and update your articles to reflect changes to the law. Use tools like Google Analytics to see which articles are most popular, how long visitors stay on your pages, and other metrics to continually refine your content.

By following these steps, you can create content that serves your audience's needs and aligns with Google's emphasis on quality, expertise, and trustworthiness. This approach will help your content rank higher and build a relationship with your website visitors by enlightening them about how you can help solve their legal problems.

This email is brought to you by Benji and the team at BPAgency.

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