It is no surprise when a big tech company makes an update or a tweak in its algorithm. And effective imminently, Google will be rolling out one of these: its Google page experience update. This move will reward websites that give consumers an optimum user experience. What exactly does this mean, and what is the impact of the update regarding Googles page experience for law firms? Read on to see if your law firm website is ready for yet another change in the digital world.
Recent research by Google resulted in some rather obvious results: users prefer a great site experience rather than a poor one! This is why the company has been driven to make page experience a key ranking factor in search results. The update will end up favoring sites that provide users with the best page speed, safe browsing and a minimum of intrusive visuals (such as popups and banner ads.) The update was postponed from its original May 2021 deadline, but it is now ready to roll out.
Page experience is only one of many factors that Google’s algorithm notices, but it will soon become more noticed. If your law firm website has been implementing improvements, it should perform well. However, if your website has not been recently tended or updated, especially for mobile responsiveness and page speed, you may see a drop in traffic by the time the update is in full use.
Google’s new update will assess pages based on three important metrics, called the Core Web Vitals.
Looking at the full panorama of websites on the internet, just how are they scoring? After analyzing 20,000 sites, reports by Screaming Frog suggest that only 12-13% of websites measure up to the Core Web Vitals metrics. LCP and CLS seem to be the most challenging pieces of the Core Vitals requirements, with most websites already conquering responsiveness. If your law firm website does meet these metrics, it is clearly in the minority. To check your website to see how it stacks up, try Google’s Search Console.
You already have the desire to make your site easily found, engaging for visitors and compelling enough to turn a visitor into a potential client. This is an ideal time to examine your website more closely to see if it actually meets these goals, so ask yourself these specific questions:
With the core vitals benchmark, pages will be individually assessed as “poor”, “needs improvement,” or “good.” If your website scores “good” on all core vitals, it may see more traffic because of a ranking boost. Websites with the following characteristics may struggle to score well on the new page experience update: no https, contain malware, display a large number of banner ads, or load slowly.
Besides the crucial Core Web Vitals, consider the following ways to enhance your website:
The core of a great user experience is providing what a visitor is looking for, and the Google page experience updates reward those with quality content. For law firm websites, this means you should be displaying an abundance of relevant material that helps potential clients on their legal journeys. Quality content that answers their questions, tackles their issues and assists them in searching for legal help includes:
The relevant, quality content you provide on your law firm website is the first step to providing visitors an excellent user experience. Then, be sure to tackle the Core Web Vitals, in order to be compliant with Google page experience and their new update. What do these requirements for Googles page experience mean for law firms? This can be an ideal opportunity for your law firm to examine and refine your website to maximize your message, optimize for user experience, and ultimately to stand out among the competition.
We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at email@example.com.