Google’s #1 ranking factor for law firms in 2025

Google’s been quietly changing how it ranks law firm websites.

While most firms are focusing on keywords and content right now…

There’s another factor that’s going to become crucial for SEO rankings in 2025:

Engagement metrics.

Over the last few years, Google’s newest analytics platform (GA4) has made it easy to measure these metrics in nitty-gritty detail.

And in the next 12 months, they’re going to become even more important.

We’re seeing a clear shift towards user behavior becoming a huge driver for website rankings.

Here’s how this will affect your law firm’s SEO strategy:

Google’s goal is to send users to websites they’ll actually engage with.

The algorithm is watching how visitors interact with your site.

Are they clicking through to other pages? Spending time reading your content? Actually scrolling down the page?

If Google sees your visitors quickly leaving your site without engaging, it’ll hurt your rankings.

So, what’s the solution?

Your website needs to be as frictionless as possible.

There should be zero guesswork involved when navigating and using it!

Your content should be easy to find, all the buttons should make sense, and everything should feel intuitive.

Of course, we still want the website to look good.

But when it comes to optimizing your conversion rate…

Pretty soon, the most functional and easy-to-use websites will dominate the rankings.

Our team is going to keep tracking how certain engagement metrics affect rankings over the next year, both positively and negatively.

We’ll keep you posted as we learn more!

And, I’d be remiss if I didn’t mention…

We’re also offering the following for a short time only:

—

FREE GIFT with Consultation – a $500 VALUE

*Those who qualify will receive:

• A custom content roadmap showing the pages needed on your website to rank for your most valuable keywords
• 5 pages of unique content optimized for keywords of your choice
• Schema (Google language code) for each of the 5 pages to spoon feed Google what it wants
• A search-optimized image for each of the 5 pages
• A comprehensive website audit showing errors and issues holding you back
• Instructions on how to publish these pages on a WordPress website for maximum impact (or done for you for a small fee)
• Quick turnaround time

*To qualify for this limited capacity free offer, you must own, manage, be a partner of or make marketing decisions for a law firm that generates new business from the internet. Free gift will be awarded after your initial consultation. Serious inquiries only. 

To claim your free gift, book a call with me here.

See you in Tuesday’s issue!

— Kellen Bachman
Head of Client Strategy at ApricotLaw