Key Google Updates in 2025 That Impact Law Firms
At LegalRev, we keep track of Google’s constant tinkering—so you don’t have to. But while we handle the technical side, it’s still important for law firms to understand why their search rankings might shift unexpectedly. Whether it’s a major algorithm update, a new feature like AI Overviews, or a subtle change in how Google evaluates trust, staying informed helps you make smarter marketing decisions—and stay ahead of competitors who aren’t paying attention.
Here is a rundown of the key Google Updates in 2025 and what they mean for Law Firms.
1. AI Overviews (AEO) Rolled Out to the Public
Google’s AI Overviews—formerly Search Generative Experience (SGE)—are now a standard feature in most U.S. search results. These AI-generated summaries appear prominently at the top of the page, often replacing the first few organic listings.
What it means for law firms:
Traditional SEO is no longer enough. Law firms must now optimize for AEO by focusing on concise, authoritative, and structured content that directly answers common client questions.
Action Step:
Structure your service pages and blogs using schema markup, and consider adding answer-targeted questions in the first 2–3 sentences, and align copy with People Also Ask queries.
2. The March 2025 Core Update and the Site Reputation Update
In March 2025, Google released a major core update alongside a “Site Reputation Abuse” policy. Sites using third-party content to rank (such as pay-to-play guest posts or AI-generated filler) were penalized.
What it means for law firms:
Google is prioritizing original, expert-driven content. Firms that rely on duplicate, AI-spun, or outsourced “fluff” content may have seen traffic drops.
Action Step:
Audit your blog content for originality. Prioritize thought leadership and firm-authored articles. Avoid generic posts that could apply to any practice in any state. And add some real-life experience and examples – authoritative and informative professional quotes go a long way.
3. E-E-A-T Remains Critical—With a Twist
Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) continues—but now user experience and brand reputation also play a larger role.
What it means for law firms:
Your firm’s reputation—via reviews, legal credentials, author bios, and even load speed—can affect how Google interprets your authority.
Action Step:
Include detailed attorney bios with credentials and bar numbers. Link to reputable legal associations. Invest in faster website load times and mobile optimization.
How AEO Is Reshaping Search for Legal Services
AI Overviews are reshaping how potential clients interact with search results. Instead of clicking through to multiple law firm websites, users often get a full answer right on the results page.
Why that matters:
- Clicks are declining on traditional organic listings.
- Featured answers are now sourced from the most authoritative, concise content.
- Visibility ≠ traffic unless you’re positioned as a source for AI-generated results.
How to Optimize Your Law Firm Website for AEO
To earn placement in AI Overviews, your content must signal to Google that it’s helpful, well-structured, and trustworthy. Here’s how:
1. Use Clear Headings and Questions
- Break blogs into Q&A format using H2s and H3s.
- Mirror the language of common legal queries (e.g., “Can I get a DUI dismissed in Arizona?”) in blogs and FAQ pages.
2. Write Snippet-Worthy Responses
- Lead with a 1–2 sentence summary.
- Keep it under 40–50 words when possible.
- Follow with the deeper analysis.
3. Add Structured Data (Schema Markup) as part of your technical SEO practices
- Use FAQ, LocalBusiness, and LegalService schema to help search engines interpret your content.
- Mark up attorney bios with Person schema and credentials.
4. Focus on Local Relevance
- AEO pulls location-based data. Include city and state-specific legal references.
- Create unique pages for each practice area and location (e.g., “DUI Defense Lawyer in Olympia, WA”), or specific location pages that link to your practice areas.
Find out where you stand with a local keyword report.
What Google Wants from Law Firm Websites in 2025
Law firms that want to stay visible must focus on three pillars:
- Expertise: Showcase your credentials. Write with legal authority. Avoid generic advice, and create your own voice.
- Clarity: Use plain English. Structure your content so it’s easy for both users and AI to understand.
- Relevance: Stay focused on your practice areas and local region. Avoid diluting your site with unrelated topics or national news.
Practical Tips for Law Firm SEO in a Post-AEO World
- Refresh your top blogs to include bullet-point answers, case examples, and jurisdictional context.
- Consider incorporating video (with transcripts) and images to increase engagement and user time on page.
- Encourage online reviews to boost authority in Google’s local map pack.
Final Thoughts: The SEO Playing Field Has Shifted—Is Your Firm Ready?
While Google are always making changes, the Google 2025 updates are not just technical tweaks—they represent a fundamental shift in how people discover and trust legal services online. For law firms, visibility now hinges on more than just keywords—it’s about authority, structure, and real-time helpfulness.
Whether you’re a solo practitioner or a multi-location firm, adapting to these changes now can keep you ahead of the competition and top-of-mind for potential clients.
Frequently Asked Questions (FAQ)
Q: What is an AI Overview, and how does it affect law firm SEO?
AI Overviews are AI-generated summaries that appear at the top of search results. They reduce clicks to websites, so law firms must optimize their content to be featured as sources.
Q: What’s the biggest SEO mistake law firms make post-update?
Relying on generic or outdated content. Google now prioritizes original, local, expert-written content with a clear structure.
Q: How can I tell if my law firm was impacted by the Google updates?
Check your traffic and rankings in Google Search Console after March 2025. Drops in top-performing pages may be related to the core update or AEO rollout.
Q: Does my law firm need a separate SEO strategy for AEO?
Yes. AEO requires concise answers, FAQ formatting, and schema markup that go beyond traditional SEO.
Need help navigating all these changes? That’s what we’re here for. At LegalRev, we specialize in SEO and digital marketing for law firms—so when Google shifts the goalposts, your firm doesn’t fall behind. From content optimization and technical audits to AI Overview strategy and local SEO, we make sure your online presence stays visible, competitive, and client-ready. Let’s talk about how we can future-proof your firm’s marketing.
