What Law Firms Should Know About Google’s December 2025 Core Update

Google’s December 2025 Core Update: What’s Happening

Google launched its latest core update on December 11, 2025. This marks the third major algorithm adjustment of the year. The rollout began at 9:25 a.m. Pacific Time and may take up to three weeks to fully complete, according to Google’s Search Status Dashboard.

These broad core updates are designed to refine how Google ranks content across the web. They are not aimed at any one issue, spam type, or technical flaw. Instead, they change how entire websites are assessed, including those in highly competitive areas like legal services.

Past updates this year in March and June led to ranking changes for many firms, with some seeing gains and others experiencing losses. This latest update is already being tracked by SEO professionals for signs of volatility, and its full impact will continue to unfold in the weeks ahead.

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Ranking Volatility: What to Expect in the Coming Weeks

Core updates from Google often bring noticeable swings in search rankings, and December’s rollout appears to be no exception. During these periods, it’s common to see pages that previously performed well drop in visibility, while others climb unexpectedly. This is not necessarily a sign that something is broken. Google’s algorithm is simply recalibrating which pages provide the best value based on its latest standards.

The December 2025 update is expected to take several weeks to complete, and early reports from SEO tracking providers already show movement across a wide range of industries. Law firm websites may see traffic and ranking changes even if their content and SEO strategies haven’t changed.

It’s important to resist the urge to make immediate changes while the rollout is still underway. Fluctuations during this time are often temporary. Instead, keep a close eye on performance trends and compare them against the timeline of the update. If visibility dips, it may not mean content quality has declined. It could simply mean Google’s systems are reconsidering how your content compares to others in the same space.

On the Zutrix graph above, higher spikes indicate greater SERP (Search Engine Results Page) volatility, while lower, flatter periods signal relative stability.

Content Improvements Can Pay Off Between Core Updates

Two days before launching the December core update, Google revised its official documentation to clarify how its algorithm operates year-round. The new language makes it clear that ranking changes are not limited to major updates. Smaller adjustments are happening regularly, even if they are not publicly announced.

According to the updated guidance, improvements to a website’s content can lead to better rankings at any time. These smaller updates may not attract attention, but they still influence how pages perform in search results.

For law firms, this is a reminder that visibility can shift without warning. The December rollout may be the focus now, but Google’s systems are always in motion. Staying consistent with content quality and relevance is the most reliable way to stay competitive.

Why This Update Matters for Law Firms

Google’s core updates always draw attention because they can reshape search results across entire industries. For law firms, the December 2025 rollout carries weight because previous updates this year brought mixed results. Some firms gained visibility, while others saw noticeable declines despite making no recent changes.

This update, like those before it, reflects how Google’s systems interpret authority, trust, and relevance. Even small shifts in how content is measured can cause certain pages to outperform others. That means firms competing for the same keywords could see new rankings emerge simply because Google’s criteria have adjusted.

This is also a time when outdated or poorly maintained pages tend to fall behind. On the other hand, sites that have consistently invested in content quality, strong internal linking, and clarity in messaging are more likely to benefit. The key takeaway is that no one is immune from algorithmic changes, regardless of past performance.

What Law Firms Should Do Now

When a core update rolls out, the most effective move is to observe, not overcorrect. Performance may fluctuate in the short term, and reacting too quickly can create more problems than it solves. Instead, focus on collecting data.

Review traffic trends and keyword rankings from the past few weeks and compare them to what’s happening now. If certain pages have lost visibility, examine their structure and content. Are they still answering the questions potential clients are asking? Is the content clear, current, and easy to navigate?

Avoid making quick edits while the update is still in progress. Google has confirmed that the process can take several weeks, and rankings often settle only after the rollout is complete. Use this time to analyze performance patterns and decide where improvements are most needed based on real evidence.

Regular content audits and a commitment to accuracy, clarity, and usefulness are still the best way to stay competitive, regardless of how often Google updates its systems.

How TSEG Helps Firms Stay Visible Through Google’s Updates

Algorithm changes can feel unpredictable, but they don’t have to derail your marketing efforts. At TSEG, we track these updates as they happen and help firms understand what the changes mean in practical terms. From analyzing ranking trends to refining on-site content, we give law firms the insights and support they need to stay visible where it matters.

Our team stays focused on what actually works, not guesses or speculation. Whether a site is seeing gains or setbacks during a rollout, we rely on clear data to guide the next steps. That means no panic, no shortcuts, and no wasted effort.

Staying relevant in search is about consistent quality. We help firms build that foundation and keep it strong, even when Google’s rules change. If your firm wants a clearer picture of how the December update is affecting your site, or you need a strategy tuned to real-world performance, TSEG is here to help. Contact us today.