Google’s been making aggressive changes lately that will affect all consumers of media. The change of the company into the umbrella Alphabet to aggressive research into self-driving cars, the company is almost single-handedly remaking the tech market. However, its most recent announcement will result in tremendous change for unprepared websites.
Google is switching its search engine algorithms yet again, and the results may unfairly target websites of attorneys and legal services. Many of the recent changes, including Panda and Penguin helped to crash the traffic of legal sites almost across the board. Sites that did not adapt with appropriate search engine optimization often found themselves out of an audience. Even the sites that did adapt got crushed, unless these sites were white-listed, at least according to the European legal position presently alleged against Google. In any event, it makes sense that Google would attack legal websites, because lawyers apparently have more money to engage in Pay Per Click campaigns.
Burying legal websites with directories like Yelp and Findlaw appears to be one of the favored tactics, along with limiting lawyers to the city center, or zip code in which their address is located seems to be the modern trend under the guise if improving “search experience.” In fact, it has gotten so bad on Google that many lawyers are pulling out of the internet completely, and opting for billboards, Craigslist and signs on buses, as they did in the old days. Others are looking at Bing for PPC, since the bid prices are so high on Google that the risk to benefit is no better than organic. One thing is clear, the happy times on Google are over for lawyers.
At Least One Expert Calls the “Anti Lawyer” Algo the “Predator”
At least one SEO expert at Speak Easy Marketing, has labeled the apparent Google trend against lawyers as the “Predator.” It is likely that Google Predator will expand on this aggressive trend. With Google under the microscope by governments across the world, this is becoming more concerning every day. Politico just reported that the left leaning search giant could even use its power to unfairly tilt the next U.S. election. Furthermore, the anti-trust lawsuits against the company are gaining steam. With its back to the wall, the company may decide to make major changes to its operations.
Using the precedent of Google’s most recent updates with the issues facing the company, we at the Circle of Legal Trust can approximate what may occur in the next update and beyond. Google will likely harp on changes to the mobile market, as well as emerging trends in internet technology. Such changes will also be integrated with Google’s other efforts and research. Our guess is that Google, like any corporation, will pass on its lawsuit payouts and legal fees to Google users and marketers, by further reducing the viability of organic search usefulness to consumers. This will likely be done slowly, by pushing up results for redundant legal/local directories, reducing the number of local listings that will display on mobile, and increasing the visibility of paid ads, and Wikipedia type sites.
Our use of SEO and other tactics helped insulate our sites from the major changes Google’s new policies. Our experts are able to integrate cutting edge changes to the legal field with an impeccable knowledge of precedent. With both combined with our use of search engine tools, we feel confident that we will be able to survive and thrive in the coming Predator storm. But we also see the writing on the wall. This is why we are encouraging lawyers to opt for traditional marketing and to look at other avenues of gaining clients. The environment or fear, uncertainty and doubt created by these incessant “quality” changes has made the internet a scary place for lawyers funding cases out of their own pockets. For more information, reach out to our President Michael Ehline, head of Ehline Law in Los Angeles. We work to assist quality, ethical attorneys in creating better environment in the legal field.
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