Google’s June 2025 Core Update Begins: What Law Firms Need to Watch

What This Update Means for Legal Rankings

Google began rolling out its June 2025 core update this week, with a completion window expected to last up to three weeks. These core updates don’t isolate specific industries or content types. Instead, they modify how Google evaluates content across the board.

However, this may cause fluctuations in search rankings for lawyers anyway. Google’s goal with each core update is to rank content that better aligns with what users want to find. If your content delivers clear, relevant answers, it may see stronger performance. If it misses the mark, it could fall behind more competitive pages.

Legal websites are often built around high-stakes search terms tied to practice areas, geographic targeting, and intent-driven blog content. That makes them especially sensitive to broad algorithm changes. A page that ranked consistently well last month could now see fewer impressions if Google’s update favors different content signals.

The most effective response right now is to monitor changes and wait for the rollout to finish before taking action.

Key Metrics Law Firms Should Be Watching

As this update rolls out, law firms need to track how their website performance responds to the algorithm changes. Waiting for the finished rollout is recommended, but watching the right data in real time is what helps teams stay prepared to plan.

Start by reviewing your rankings for your top-performing legal keywords. Focus on terms tied to core services, like “car accident lawyer” or “personal injury attorney” in your key markets. These rankings may rise or fall more than usual during the next few weeks.

Next, look at organic traffic in Google Analytics. Filter for unpaid traffic and track whether visits to your core practice area pages are increasing, decreasing, or holding steady. Small daily movements are expected. Larger changes may reflect how Google is reevaluating your site.

Google Search Console will show how your impressions and clicks respond across your indexed pages. Watch for increases or drops on specific URLs, especially those that typically bring in steady leads.

You should also keep an eye on competitor domains. If other law firm sites begin appearing above yours in search results, take note of which pages are ranking and what content they highlight. You don’t need to copy them, but this gives useful insight into what Google might be favoring.

The purpose here isn’t to make changes yet. It’s to document what’s happening, so that once the rollout is complete, your team has the evidence needed to make smart decisions.

Stay Focused While the Update Runs Its Course

During a core update, don’t panic when rankings move unexpectedly. Legal marketers often feel pressure to respond right away, but making changes too early can create more confusion than clarity.

Keep publishing. Add content that speaks directly to the concerns of your potential clients. Focus on clear answers and accurate information. If your site is already performing well, avoid overhauls. Google often restores rankings after the system finishes recalibrating.

Resist technical edits or content rewrites until you’ve reviewed performance trends over time. Let the full rollout complete before deciding what needs attention.

The firms that do best during updates are the ones that stay organized, avoid knee-jerk fixes, and let the data lead the response.

How TSEG Keeps Law Firms Ready

Once the rollout ends, rankings will begin to settle. That’s when your team should take a closer look at performance and identify which changes held and which ones were temporary.

Review traffic and rankings over a two- to four-week window. Look at your top-performing content and compare it to what now ranks above or below it. Identify where your site gained traction and where it lost ground. From there, you can make decisions based on patterns backed by real data.

Some law firms will benefit from the update without making any changes. Others may need to rethink how their site presents legal information, structures content, or builds authority over time. What matters is knowing which group you’re in, and acting on it with a plan.

That’s where TSEG makes a difference. We track every core update from day one, monitor ranking behavior across hundreds of law firm campaigns, and translate that into clear recommendations. We don’t rely on guesses. We use real data from the legal space to help our clients respond to what matters and avoid wasting time on what doesn’t.

If your firm needs help interpreting the impact of this update or wants a smarter plan for organic growth, we’re already watching the data that can guide your next move. Contact us today.