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Google announced on November 17, 2021, via its Google Search Central Twitter account, that a new core update is rolling out. Interestingly, the announcement of the “November 2021 Core Update” was not announced by Google’s Search Liaison account, which is where all prior announcements of core updates have been made.

When is the Rollout Effective?

Google states that the rollout commenced around 11am ET on November 17th, but it will take a week or two to be completed. What is confusing about this update is that Google is doing it before and during the biggest online holiday shopping days. Typically, Google does not conduct core updates during the holiday shopping season.

Why Should You Care about the Google Core Update?

A Google core update impacts the search ranking algorithm, which may result in a decline (or possibly improvement) in your search rankings. In other words, your website may perform differently after the update. Being aware of the core update helps you understand whether the change was the result of something you did to your website or if Google made the change. Keeping an eye on your rankings during a core update is essential.

Why Does a Core Rollout Impact my Website Ranking?

Google is constantly making tweaks and changes to improve search results. Most of the changes are not noticeable, but a few times a year a significant update is made to Google’s search algorithms and systems. These broad changes are referred to as “core updates.”

In explaining why core updates may cause your website to perform differently, Google explained as follows:

One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before.

The list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them.

What Should I Do if My Website is Impacted?

Google’s advice is simply to do “nothing.” There is nothing to fix. But that is not exactly true, because Google also says it is all about the content on your website. If you focus on your website content and ensure that it follows the “EAT guideline (which stands for Expertise, Authoritativeness and Trustworthiness), Google’s algorithms will reward your efforts.

How We Can Help

Your digital presence is crucial in generating and converting leads. You have worked hard to get where you are, so learn to use technology to your advantage so you can enjoy the fruits of your labor more often while also generating new clients!

The Rainmaker Institute handles your legal marketing so you can focus on lawyering. We will provide content that contains top legal focus keywords, proper page titles, appropriate meta descriptions, target length of content, and images that will boost your attractiveness to Google. In short, we will make great content.

We will also monitor your website ranking and how core updates impact you. We’re committed to sharing the key numbers that are making your SEO campaign a success, and we’ll explain our program to you in a way that makes you feel confident you’ve made the right choice selecting us.

If you are ready to take your law firm to the next level and see your Google ranking improve, we can help. Whether you choose to attend one of our live events or you want a free, confidential consultation, we are here to help!