Internet denizens have come to expect a Google search to bring up exactly what they’re looking for. This modern-day feature—made possible by regular search crawlers and a proprietary Google algorithm—is a divining rod for determining what content gets featured in search results. Content on page 1 can lead to clicks, calls, and clients; content relegated to pages two and beyond is vastly less valuable.
Ranking well on Google, or any other search engine, means understanding that search engine optimization, or “SEO”, is a set of techniques that can improve website performance and attract visitors. In attracting more users (and potential clients) to your website, SEO is the single most important consideration. It incorporates page content and keywords, website architecture and hierarchy, and local search results.
Like any element of tech, SEO continues to evolve to help search engines function optimally. Even the most modern and up-to-date understanding of SEO today cannot guarantee that the strategies you put into place will work in perpetuity. Many law firms choose to keep a digital marketing team on retainer to help them stay abreast of shifts to their site performance, as well as announcements about changes to the Google algorithm.
With that in mind, here are three enduring SEO trends that Trial Guides Digital Marketing believes are worth employing:
Improve your users' website experience through better design. Strive to offer an easy-to-navigate website featuring useful information. User experience (UX) continues to be a primary ranking factor. How attractive your website is to clients—and how useful your information is to them—will factor heavily into Google’s SERP rankings. Make sure navigation is intuitive and user-friendly, with clear menus and internal search functionality. Pay attention to load speed; always use compressed images and minimal plugins to make sure your site loads quickly.
A subpar user experience will not only shrink traffic but also hurt your SERP rankings, making it harder to rank well in the long run. You may be dinged if you do not have a website that does not conform to Web Content Accessibility Guidelines (WCAG); speak to your digital marketing team to make sure you are in compliance.
AI-powered tools are transforming SEO. While nothing can take the place of a human brain, AI tools like ChatGPT, Perplexity or Jasper can be useful tools for thinking of ideas of what to write about and optimizing your content for search engines. These tools—many of which are freely available—can not only determine good topics to write on and speed up the brainstorming process, but also give you a useful scaffolding to flesh out with your own ideas.
There is one critical caveat here, which is not to get complacent or overly reliant on AI when planning your content. It may be tempting to outsource all your web writing to AI, but take note: Google search crawlers are already getting good at recognizing (and downgrading) AI-generated content. Practice writing over AI content to add your own words and spin to the generic lists and ideas offered through AI services.
Your users’ search intent matters more than ever. Search engines increasingly prioritize intent over exact keyword matches. Making sure you have plenty of content for information queries — “How To” guides, FAQ pages—and be sure to offer clear, strong calls to action when appropriate. (We recommend about one call to action for every 3-5 paragraphs of text.)
How are website visitors finding you? SEO software like SEMRush, Ahrefs and Moz will be able to show you the keywords or keyword phrases that are bringing in the most readership. If you find that you have a particularly well-performing blog or keyword cluster, you may wish to drill down on related keywords for maximum effect. (For example, let’s say you have a high-performing blog about birth injuries. You may wish to write about other types of birth injury, potential damages from birth injury cases, statistics about birth injuries, what to do if you suspect your child has a birth injury, and so forth.)
Understanding current algorithmic trends—and anticipating the next ones—will keep you ahead of the pack. For a free website audit and consultation, reach out to Trial Guides Digital Marketing. We’d be happy to help!
In digital marketing, four simple metrics often make the biggest difference: clicks, calls, likes, and shares. Each one represents a different type of engagement with your potential clients, and each can be improved through deliberate, targeted strategies.
Over the weekend of September 12, 2025, many SEOs and site owners, particularly in service-based niches such as legal and home services, observed ~50% drops in Google Search Console (GSC) impressions, despite rankings and clicks remaining largely stable.
