Law Firm Marketing Agency
You’re ranking so well in the SERP that you don’t need to gain ground. But how do you hold your winning position? Not by sitting back on your laurels.
It’s simply untrue that a firm can maintain its position at the top of the search rankings with minimal effort. Search engine optimization is an ongoing process. You cannot maintain an SEO ranking—you can only continue to earn it.
In this article, we’ll explore why SEO for law firms is an ongoing investment once you’re on top and the reasons why.
Google’s algorithms are always changing
Staying on top of Google’s algorithm is like trying to hit a moving target. SEO isn’t static because search engines aren’t.
Google rolls out core updates multiple times per year, impacting rankings even if no actions are taken on your site. Updates can be frequent and unpredictable, which can mean reshuffling the search rankings practically overnight. For instance, Google could change how it ranks mobile-friendliness, page speed, or core web vitals.
No matter how well optimized your site is today, algorithm changes could affect it tomorrow.
To stay on top, you have to plan to adjust to ongoing algorithm updates.
A solid SEO strategy should include routine monitoring and adjustments in response to changes. Working with an experienced, nimble agency is the best way to keep up.
Competitors are always improving their SEO
SEO is a competition for visibility, and your competitors are always looking for new ways to outrank you.
If a competitor firm wants to rank higher for keywords like “best injury lawyer,” they might increase their content output, target new keywords, or invest in paid advertising.
Even if you’re ranking well today, it’s dangerous to assume your competitors will stay stagnant.
If you stand still, your competitors’ growth will erode your rankings. If you allow your competitors to outpace you in content production or link-building, they can push your firm off page 1 of Google’s results.
To keep ranking highly, continuously update your content strategy with fresh blog posts, case studies, and client testimonials. Regularly research new keywords and monitor your competitors’ efforts.
Digital decay is inevitable
Even high-ranking content can lose relevance over time. Links and content naturally decay, meaning a page that once performed well may drop in the rankings due to outdated information or broken links.
The legal landscape is always changing, and your content needs to evolve to reflect accurate laws and active links.
Google favors sites with consistent updates, so refresh key pages on your site regularly such as practice area pages, blogs, and attorney bios. Ensure your internal and external links remain functional and that your content stays aligned with evolving user expectations.
Your visitors value recent content
Users—and Google—prioritize websites that have fresh, updated content. Outdated content (even if it’s comprehensive) can lead to fewer backlinks, lower rankings, and less traffic from organic searches.
Stale content tells people and search engines that your site may no longer be relevant or trustworthy.
If a potential client lands on your page, will they click away when they see outdated blog posts or inactive social media marketing? Your prospects are more likely to trust a law firm that appears active, authoritative, and knowledgeable about current legal issues. Otherwise, visitors may question your credibility.
Law is a dynamic industry, and people expect real-time solutions. Update your blog regularly with recent case law, legislative changes, and current legal tips. Publish new client success stories to show that you’re still out there delivering results.
Review and next steps
The digital world moves too quickly for “maintenance mode.”
Even SEO winners must continue to grapple for their spot at the top. SEO requires constant effort to stay competitive, keep your content fresh, and adapt to changes in algorithms and user behavior.
Law firms that continually invest in SEO will maintain their rankings and grow their digital presence. Neglecting ongoing SEO efforts leads to diminished online presence, fewer inquiries, and lower client conversion rates.
Consult with our SEO experts to devise a long-term SEO plan and retain your firm’s position at the top of the SERP.