Google’s November 2026 Core Update: What It Means for Law Firms

Google started rolling out a core update to its search results on 10 November 2026. If you run or market a law firm, you may see your website's rankings move over the coming weeks. Here's what's happening, what you should (and shouldn't) do, and what Google says it rewards.

What is a Google core update?

A core update is a broad change to the systems Google uses to rank websites. Google makes several each year. The November 2026 update is the third this year, following updates in March and May.

Google says core updates aren't aimed at specific websites or individual pages. They're designed to keep its results relevant as content across the web changes. Some pages move up, some move down, and many don't move much at all.

What has Google said about this update?

Google announced the update on its Search Status Dashboard on 10 November 2026. It says the update applies globally, in all languages, and that the rollout may take up to two weeks to complete. Google described it as:

"a regular update designed to better surface relevant, satisfying content for searchers from all types of sites."

Google hasn't published any specific guidance on what this update focuses on.

Will my law firm's rankings drop?

They might, or they might rise. During a rollout it's common to see rankings fluctuate from day to day before they settle. A dip during this period doesn't mean your website has been penalised or has broken any rules.

What should law firms do right now?

Nothing, for now. The worst response to a core update is to hit the panic button. That includes:

• rewriting existing pages in a hurry
• publishing a flood of new articles
• making rushed technical or SEO changes mid-rollout

Reacting to short-term movement can do more harm than good, and makes it harder to see what the update has actually changed.

When should you check your data?

If the rollout takes the full two weeks, it will finish around 24 November 2026. Google advises waiting at least a full week after an update completes, then comparing your Search Console data with the week before the rollout began. In practice, that means early December is the right time for a proper review.

Until then, keep monitoring your website as normal, but don't draw conclusions from day-to-day changes.

What does Google reward? EEAT in plain English

While Google hasn't said what this update targets, it has been consistent about the kind of content it wants to show. It often summarises this as EEAT:

• Experience: has the author actually done what they are writing about?
• Expertise: does the author have the knowledge and qualifications to write about it?
• Authoritativeness: do others recognise the author or firm as a go-to source?
• Trust: is the content accurate, honest and reliable?

Google describes trust as the most important of the four. It's also worth knowing that EEAT isn't a ranking factor or a score in itself. Google has said there's no such thing as an EEAT score. Instead, it describes the qualities that Google's ranking systems try to identify.

Why legal content is held to a higher standard

Google applies extra scrutiny to topics that could significantly affect someone's finances, health, safety or wellbeing. It calls these "Your Money or Your Life" topics. Legal information falls into this group, because poor advice about a will, a divorce or an employment dispute can have real consequences.

That means law firm content needs to show clearly that it comes from qualified people and can be relied upon.

EEAT for law firms: a practical breakdown

Here's how each part of EEAT can show up on a law firm's website:

The good news for law firms is that regulation and EEAT pull in the same direction. The SRA's rules and the CAP Code already require content to be accurate and not misleading. A firm that takes compliance seriously is already building many of the trust signals Google looks for.

The bottom line

Core updates are a normal part of how Google works. The firms that come through them well are rarely the ones making last-minute changes. They're the ones publishing accurate, genuinely helpful content, written by named experts, consistently over time.

Wait for the rollout to finish, review your data properly, and then decide whether anything needs to change.

• Why does EEAT matter more for solicitors?

  Legal information is a “Your Money or Your Life” topic, because it can significantly affect people’s lives. Google applies higher standards to these topics, so law firm content needs to show clear expertise and trustworthiness.

• Is EEAT a ranking factor?

  No. Google has said EEAT is not a ranking factor and there is no EEAT score. It describes the qualities of helpful, reliable content that Google’s systems aim to reward.

• Should law firms change their website during a core update?

  No. Google’s advice is to wait until the update has finished and then review your data. Making rushed changes during a rollout can do more harm than good.

• Has the November 2026 core update finished?

  Not yet, at the time of writing. Google confirms when a core update has finished on its Search Status Dashboard. If it takes the full two weeks, it will complete around 24 November 2026.

• When did the November 2026 core update start?

  Google began rolling out the November 2026 core update on 10 November 2026. Google says the rollout may take up to two weeks to complete.