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Google launched its December 2025 core update on December 11, and law firm websites across the country are already seeing significant ranking fluctuations. This marks the third major core update of 2025, following the March and June updates that reshaped search results earlier this year. For attorneys relying on organic search traffic to generate consultation requests, understanding what’s happening—and responding quickly—could determine whether your practice thrives or struggles to find new clients in 2026.
The timing couldn’t be more challenging. Law firms fall under Google’s strictest content classification: “Your Money or Your Life” (YMYL) websites. This designation means Google holds legal content to higher quality standards than most other industries because inaccurate legal information could genuinely harm searchers. When core updates roll out, YMYL sites typically experience more dramatic ranking changes than general business websites—both positive and negative.
According to the Google Search Status Dashboard, the December 2025 update “may take up to 3 weeks to complete,” meaning law firms won’t see final ranking positions until early January. Google described this as “a regular update designed to better surface relevant, satisfying content for searchers from all types of sites.” That language sounds benign, but the reality is that sites failing to meet Google’s evolving quality standards face serious visibility losses that directly impact client acquisition.
What Makes This Update Different for Law Firms
Previous 2025 updates hit legal websites hard when their content lacked clear expertise signals or relied too heavily on generic legal information available elsewhere. Barry Schwartz at Search Engine Land reported that the December update continues Google’s emphasis on “helpful content meant for people” rather than content created primarily to rank in search engines. For law firms, this distinction matters enormously because much legal content online exists specifically to capture search traffic rather than genuinely help potential clients understand their situations.
The challenge facing most law firm websites is demonstrating what Google calls E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Generic practice area pages describing “what is personal injury law” without showing the firm’s actual experience handling such cases increasingly fail to satisfy Google’s quality requirements. Understanding E-E-A-T for Lawyers: Why Google Demands More From Legal Content in 2025 provides critical guidance for firms needing to strengthen these signals before rankings stabilize.
Law firms also face technical challenges that compound content quality issues. Google’s ranking systems evaluate page experience alongside content quality, meaning slow-loading websites, poor mobile experiences, and confusing navigation can drag down otherwise excellent legal content. Sites that performed adequately before December may find their technical shortcomings suddenly mattering more as Google refines how multiple ranking factors interact.
Immediate Actions Law Firms Should Take
The worst response to a core update is panic-driven website changes. Google explicitly advises against making reactive modifications during active rollouts because ranking positions remain unstable until completion. However, law firms can productively use this three-week window to audit their websites and develop improvement plans ready for implementation once rankings stabilize.
Start by examining your attorney biography pages. Google’s quality raters specifically look for clear information about who created content, their qualifications, and their relevant experience. Attorney bios should include bar admissions, practice area focus, years of experience, and ideally case examples or results demonstrating real expertise. Stock photos and vague descriptions like “dedicated to client service” provide zero E-E-A-T value.
Content audits reveal whether your practice area pages actually help potential clients or merely restate information available on countless other legal websites. Pages ranking well typically answer specific questions clients have before hiring attorneys, explain processes clearly, and demonstrate the firm’s actual experience handling similar matters. Content that exists primarily to target keywords without providing genuine value faces increasing ranking pressure with each update.
Technical performance matters more than many law firms realize. Why 47% of Law Firm Websites Fail Google’s Speed Test—And Lose Clients examines how page speed, mobile responsiveness, and Core Web Vitals affect both rankings and client conversion. Firms experiencing ranking drops should verify their technical foundation isn’t undermining otherwise solid content.
What Happens Next
Google will announce update completion on its Search Status Dashboard, likely in early January 2026. Between now and then, ranking positions will fluctuate as Google’s systems process the changes. Some initial drops recover while some initial gains disappear—making mid-update analysis unreliable for strategic decisions.
Once the update completes, law firms should compare their positions against pre-update baselines, identifying which pages improved and which declined. Patterns often emerge: firms with strong E-E-A-T signals and helpful content typically gain while those relying on outdated SEO tactics or thin content lose ground. This analysis guides improvement priorities for 2026.
The firms that consistently succeed through Google updates share common characteristics: genuine expertise clearly demonstrated, content that actually helps potential clients, and technical foundations that don’t undermine user experience. Building these qualities requires sustained effort, but the payoff is ranking stability that doesn’t depend on gaming algorithms—rankings earned by genuinely serving clients better than competitors.
Toppe Consulting: Your Law Firm Digital Marketing Partner
At Toppe Consulting, we specialize in helping law firms build websites and digital marketing strategies that perform through algorithm updates. Led by Jim Toppe, who holds a Master of Science in Management from Clemson University and teaches Business Law and Marketing at Greenville Technical College, our team understands both legal industry requirements and what Google actually rewards.
Our Services Include:
- Law Firm Website Development – Professional websites built with E-E-A-T principles and technical excellence from the foundation up
- Law Firm SEO – Strategic optimization that builds lasting rankings through genuine quality signals
Ready to Protect Your Rankings? Contact Toppe Consulting to discuss how your law firm website can thrive through this update and beyond.
About the Author
Jim Toppe is the founder of Toppe Consulting, a digital marketing agency specializing in law firms. He holds a Master of Science in Management from Clemson University and teaches Business Law and Marketing at Greenville Technical College. Jim also serves as publisher and editor for South Carolina Manufacturing, a digital magazine. His unique background combines legal knowledge with digital marketing expertise to help attorneys grow their practices through compliant, results-driven strategies.
Works Cited
“December 2025 Core Update.” Google Search Status Dashboard, Google, status.search.google.com/incidents/DsirqJ1gpPRgVQeccPRv. Accessed 15 Dec. 2025.
Schwartz, Barry. “Google December 2025 Core Update Rolling Out Now.” Search Engine Land, 11 Dec. 2025, searchengineland.com/google-december-2025-core-update-rolling-out-now-465852. Accessed 15 Dec. 2025.
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