This change largely reaffirms what we already know about SEO: useful, well-written, original information will always win out over generic, AI-generated content.
In November 2023, Google announced the latest core update to the algorithm responsible for ranking websites’ review features. This broad core algorithm update was the second shift over the span of a month, offering new refinements to previous core updates. If site owners noticed a change in organic traffic after November 2, 2023—the date Google started rolling out changes— this may explain why.
The November 2023 core update involves an improvement to Google’s reviews ranking system, which evaluates opinion-based content in blogs and articles. These changes do not apply to user reviews left on product or service pages, and will likely not affect your website dramatically unless your site relies heavily on user reviews and testimonials on every page.
This update affects all reviews-based content written in English (content written in other languages is likely to follow). This core update mostly affects sites with review systems in place. According to Google, this update is intended to “reward high-quality reviews, which is content that provides insightful analysis and original research and is written by experts or enthusiasts who know the topic well.”
Law-related commercial search results are among the most valuable real estate on the internet. Understanding Google’s November 2023 reviews update—and what it portends for your law firm’s online business generation—is critical to any law firm looking to improve their website’s appeal to search engines.
Essentially, if your website content contains reviews and testimonials, Google will evaluate all of it for relevance. Notably, this review will happen page by page, not sitewide. If your law firm’s website has a space for reviews, you should review Google’s core update announcement and edit your page to make sure that this content meets Google's quality guidelines.
You are more likely to have seen your rankings impacted if your content relies heavily on opinion-based content. Improving search engine results could take the form of PPC, Google Ads, or privately hosted paid platforms while you work to improve your existing content.
What makes a good review under the new algorithm? A single-topic takedown; a detailed comparison, or ranked list recommendations (“listicles”) can all be of value. For example, a first-party, standalone opinion piece about a recent controversial change to law is more valuable than a short synopsis—or a long, unfocused review of multiple similar changes.
After the October 2023 core update, Google’ subsequent changes to Google search’ central algorithms in November, the company noted that future updates will not be announced. To stay on Google’s good side, we recommend sticking with original high-quality content when writing reviews. Content should not only be original, but also up to date, informative, and inclusive of both the pros and cons of the topic.
Google’s algorithm changes will now be largely ongoing and unannounced, meaning that we know about as much as we ever will with regard to what kind of content has an advantage in terms of SEO. If you’re wondering where your content stands, please get in touch with Trial Guides Digital Marketing for a free site audit and consultation.
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.
