Takeaways from the recently leaked Google ranking documents

Breaking news in the SEO community: Google's ranking factors seem to have been released. Imagine what this means to you as an attorney who is working to rank in the search engines above other attorneys.

First, let's preface this with a word of warning. Though the recent Google leak of the search engine's algorithm seems like really impressively valuable information, we don't know the accuracy or how much weight any one factor has.

Second, we also need to consider if this really changes anything for you and your law firm's marketing strategies. If you've worked with Array Digital before (if not, now is the perfect time to contact us), you know how much value we place on high-quality content that presents law firms as highly effective, reliable solutions to life's biggest problems. What we know about Google's ranking still centers on this: Google expects content to be helpful.

But what does helpful content look like? To Google Search, it's demonstrated by a strong link-building strategy, successful clicks from target audience members, and content written from a place of authority.

Here's another tip. If you are one of the many law firms that decided to move to AI content, you probably saw a dip in your traffic. That's because, as we've learned, Google still values high-quality content written for humans with superior readability.

What do you do then with the information from this Google data leak?

At Array Digital, we encourage our law firm clients to take action in several ways:

• Establish your brand and build high-quality content that resonates directly with your clients.
• Utilize effective, white-hat strategies to develop content that Google sees as truly helpful to searchers.
• Know the triggers to ranking failures (keyword cannibalization or content that's hard to read, for example)

Our most important advice to lawyers is that Google's recent data leak is really interesting and valuable information (we explained it more thoroughly in a recent blog and hope you'll take a read). This is information that can help you build a strong website that ranks in the search engines and survives future Google Core updates. It doesn't undermine any efforts you're currently following if you're already adhering to E-E-A-T standards.

If you're not at that level or unsure how to rebuild and support your website as a lead-generating tool, let us help you. Contact Array Digital for the hands-on support you need now to stay above the competition (who is likely already applying these strategies to rank above you)!