Ep. 50 - Why Your Law Firm Rankings Keep Changing
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About this listen
In this episode of The Law Firm Growth Professor, I tackle a concern that keeps many attorneys up at night: Why are my rankings suddenly changing — and should I panic?
Google no longer rolls out a few large algorithm updates each year. Instead, it deploys smaller updates daily, creating constant movement in search rankings. That means your number five position today could be number seven tomorrow — and number two next week — without you changing a single word.
I explain why this churn is now normal, how AI is driving continuous algorithm refinement, and why small ranking fluctuations don’t necessarily signal a problem. More importantly, I break down the difference between expected volatility and true warning signs — including the kind of sustained ranking decline that requires immediate action.
If you’ve ever logged into your analytics and felt your stomach drop, this episode will give you a clear framework to determine whether you’re experiencing routine algorithm movement or a serious strategic issue that demands intervention.
Want to learn more about how our agency can help your law firm grow? Speak with John Rizvi ☎️