Google June 2025 Core Update Finished Rolling Out

What the June and July 2025 Updates Mean for Your Law Firm

This article will break down:

• The specifics of the June and July 2025 updates
• How Google's content evaluation methods are evolving
• Strategies to adjust your law firm's SEO to stay competitive

Understanding the June & July 2025 Google Updates

June 2025 Core Update: A Focus on Relevance and Satisfaction

Google's second core update of 2025, the June 2025 Core Update, concluded its rollout on July 17, 2025, after beginning on June 30, 2025. This update was a "regular update designed to surface better, relevant, satisfying content for searchers from all types of sites." Coming just a few months after the March 2025 core update, this broad core update aimed to enhance Google's ability to find helpful, high-quality content across all industries, including the legal sector. While we'll be gathering more data on its specific impact in the coming days, initial reports suggest potential ranking fluctuations across many sites.

July 2025 Algorithm Update: Prioritizing Quality, Experience, and AI

Following the core update, the July 2025 Algorithm Update is set to launch with a stronger emphasis on content quality, user experience, and AI-driven content evaluation. These are core pillars in how Google ranks web pages, and they're particularly relevant for law firms looking to establish authority and trust.

Key Focus Areas in July 2025

1. Quality Content Evaluation: Demonstrate Your Legal Expertise

Google continues to reward content that demonstrates deep knowledge and aligns with user search intent. For law firms, this means your content must clearly showcase Expertise, Experience, Authority, and Trustworthiness (E-E-A-T). Think about:

• In-depth legal analysis: Do your articles thoroughly cover legal topics, citing relevant statutes or case law where appropriate?
• Addressing client concerns: Does your content directly answer common questions potential clients have about specific legal issues?
• Showcasing your firm's experience: Do you highlight the experience of your attorneys and the firm's successful track record?

Content that is thin, outdated, or provides low value will likely see a demotion in visibility. If your content isn't truly helping users or answering their legal questions, it's time for a revamp.

2. AI-Driven Content Understanding: Beyond Keywords

Google is increasingly leveraging artificial intelligence and machine learning to understand the context, tone, and overall value of content, moving beyond simple keyword recognition. This means AI will be better at distinguishing between "fluff" content and genuinely high-quality information. For law firms, this underscores the importance of creating well-researched, nuanced legal content rather than relying on keyword stuffing.

3. Mobile First Indexing: Your Mobile Site is Your Main Site

With more searchers using mobile devices for legal information, your mobile site is now Google's primary version of your website. Poor mobile usability, slow loading times, or a clunky design can negatively impact your rankings. Regularly conduct a performance audit using Google’s Mobile-Friendly Test to ensure your site is optimized for mobile users.

4. User Experience (UX) Signals: A Smooth Client Journey

User behavior plays an even larger role. Google is closely monitoring:

• Loading speed: Is your site quick to load for potential clients seeking urgent legal advice?
• Easy Navigation: Can users easily find information about your practice areas, contact details, or attorney bios?
• Core Web Vitals: These metrics measure visual stability, interactivity, and loading performance.
• Ad intrusion levels: Avoid excessive ads that disrupt the user experience.

Pages offering a fast, smooth, and ad-light experience are more likely to climb in rankings.

5. Crackdown on Spam & Manipulative Tactics: Stay Clean and Ethical

Google will continue to penalize sites that engage in black hat SEO tactics, such as keyword stuffing, buying backlinks, or cloaking. For law firms, maintaining clean and ethical SEO practices isn't just about compliance; it's about building long-term trust and credibility, which are paramount in the legal profession.

6. Featured Snippets Enhancements: "Position 0" for Legal Answers

Featured snippets (often called "Position 0" in search results) are becoming increasingly competitive. Providing simple, direct answers to common legal queries, especially using structured lists, tables, or FAQs, can significantly enhance your chances of securing this valuable search real estate. Think about how you can concisely answer questions like "What is personal injury law?" or "How long does a divorce take?"

What to Monitor During the Update Rollouts

As these updates continue, keep a close eye on your law firm's online performance:

• Track ranking changes for high-priority legal keywords (e.g., "personal injury lawyer Charleston," "estate planning attorney").
• Watch organic traffic trends in Google Analytics to identify any significant shifts.
• Check Google Search Console for changes in impressions and clicks, which can indicate how Google is perceiving your site.
• Compare competitor performance to identify industry wide patterns or specific impacts on legal niches.

Avoid making rapid, drastic changes during the rollout, as rankings often fluctuate before stabilizing.

How to Prepare & Stay Competitive

To ensure your law firm stays ahead in a changing search landscape:

Audit and Update Content

• Refresh outdated posts: Review and update articles on legal topics that may have changed or where new precedents have been set.
• Add expert insights and credible sources: Emphasize the qualifications of your attorneys and cite relevant legal resources.
• Align content to solve user problems: Ensure your content directly addresses the legal challenges and questions potential clients are searching for.

Optimize Mobile Experience

• Improve page speed: Aim for loading times under 2.5 seconds, especially crucial for users seeking immediate legal help.
• Eliminate disruptive pop ups: Ensure your mobile site is easy to navigate without intrusive elements.
• Use responsive design: Make sure your website adapts seamlessly to all screen sizes.

Boost UX and Core Web Vitals

• Compress images and streamline code: Optimize your site's technical performance.
• Avoid heavy ad loads or auto playing videos: Prioritize a clean, professional experience.
• Make CTAs and site navigation intuitive: Ensure potential clients can easily find contact information or schedule consultations.

Follow Google’s Webmaster Guidelines

• Focus on earning organic backlinks: Build your firm's authority by creating high quality content that other reputable legal sites or organizations naturally link to.
• Remove or disavow low quality or spammy backlinks: Protect your site from negative SEO.

Implement Structured Data (Schema Markup)

• Use schema to enhance rich results: This can include FAQs, attorney reviews, event listings (e.g., legal workshops), or local business information, making your firm's search listings more prominent and informative.
• Improve clarity for Google’s crawlers and voice assistants: Help search engines better understand your content.

Final Thoughts

Google's algorithm changes in July 2025 will continue to push the web towards greater usefulness, quality, and trustworthiness. For law firms, this means focusing on creating valuable, client centric content, optimizing for a seamless user experience, and ensuring your mobile presence is robust. A user first approach will not only help your firm adapt to these updates but will also future proof your SEO strategy in the long run.

For more details on Google core updates, you can read Google’s documentation.

Need expert legal SEO help? 

At VIP Marketing, a leading law firm marketing agency, we specialize in helping legal practices stay ahead of Google’s updates. From content audits to comprehensive SEO strategies and performance tracking, we’ve got your back.

Let’s talk. Contact us today and discover how to build lasting visibility in a constantly evolving search landscape.