Google's March and May 2026 core updates delivered a clear message to law firms: search visibility increasingly belongs to those that demonstrate true expertise, answer client questions comprehensively and publish content that serves users rather than search engines.
While neither update specifically targeted the legal field, firms often felt the effects more acutely than other businesses. One reason? Legal websites fall into Google's "Your Money or Your Life" (YMYL) category. For industries in this class, Google applies a higher standard when evaluating experience, expertise, authoritativeness, and trustworthiness, or what it calls E-E-A-T.
For many law firms, these updates represent a fundamental challenge to their marketing strategy. Historically, firms could improve rankings by publishing large libraries of practice area pages, FAQs and location-specific content. However, Google is consistently becoming more sophisticated at evaluating whether content offers unique value to users or simply rehashes information that exists elsewhere online.
March 2026: a quality reset
The March 2026 core update focused primarily on Google's continuous efforts to improve search quality. Throughout the legal sphere, many firms experienced considerable ranking fluctuations, particularly in practice areas such as personal injury, criminal defense and mass tort litigation.
One obvious trend emerged: websites built around large volumes of generic content struggled. Firms that rely heavily on thin practice area pages, repetitive city pages and/or content created primarily for search engines often experienced significant declines in visibility.
Meanwhile, firm sites with substantive content generally performed better. Attorney-authored articles, detailed analyses, FAQs based on real client questions and content demonstrating authentic, practical legal experience benefitted from the update. This is Google showing it wants evidence that content is created or reviewed by qualified attorneys and provides meaningful value to potential clients.
May 2026: intent and expected result
If the March update was about quality, May was about intent.
In May, Google demonstrated its increased focus on matching search intent with the most appropriate content. Rather than just rewarding the largest or most authoritative websites, Google appears more willing to rank pages that fit a user's intent and expected result.
For example, a highly focused article explaining what happens after a DUI arrest may now outperform a broad DUI defense page with greater authority if the user's search query indicates informative intent. Similarly, a detailed guide to workers' compensation lawsuits may rank ahead of a general workers' comp page because it better satisfies the searcher's objective.
The growing importance of attorney expertise
Both the March and May core updates highlight the importance of demonstrating expertise throughout a firm's website, as Google's algorithm continues to become better at identifying signals that indicate real-world experience. Commentary, original research, local legal trends, practical guidance based on real client stories, reviews of recent court decisions and insights into regulatory changes—all tied to attorney authors—carry more value than generic legal topics. Pages that prove firsthand knowledge and professional proficiency are increasingly aligned with what both Google and AI agents seek to surface.
Sites that simply summarize basic legal concepts are becoming less competitive. The firms preserving and gaining visibility are the ones publishing content that establishes actual legal experience and case knowledge while also providing nuanced analysis.
Featured image source: Fisher College of Business