Why Page Speed Matters More Than Ever for Law Firm SEO
Search engine optimization (SEO) remains one of the most powerful tools for law firms to attract new clients online. But with over 200 ranking factors at play in Google’s algorithm—and frequent updates that can shake up search rankings—it’s not always easy to stay ahead.
When Google rolls out changes to its algorithm, law firms often worry about the potential impact on their visibility. After all, slipping down just a few spots in search results for important keywords can affect lead flow significantly.
Fortunately, if your firm prioritizes high-quality, relevant content, avoids risky SEO tactics like buying links, and continues enhancing the user experience, most algorithm updates will work in your favor—not against you. Still, it’s smart to stay informed and proactive when changes are on the horizon.
One such update is Google’s Speed Update, which took effect in July 2018. This update specifically emphasizes mobile page speed as a ranking factor.
What Is the Google Speed Update?
1. Mobile Page Speed Is Now a Ranking Factor
Google’s goal has always been to deliver the best possible experience to users. And since mobile search now dominates web traffic, Google has made it clear: slow-loading mobile pages may rank lower in search results.
In Google’s own words, the Speed Update targets the “slowest experience” for users. While it won’t impact all websites, those with poor mobile performance are at risk of seeing their rankings decline.
2. This Isn’t New for Desktop
Page speed has influenced desktop rankings since 2010. This update simply brings mobile rankings into alignment with that standard. A website that looks polished but takes too long to load won’t provide a good experience—especially on mobile, where users expect speed and convenience.
3. It’s Also an Opportunity
Many law firm websites are behind the curve when it comes to SEO best practices. This update gives your firm a chance to get ahead. Enhancing your site’s speed doesn’t just help with rankings—it improves usability, encourages longer visits, and increases the chances of a visitor contacting your firm.
How to Check Your Law Firm Website’s Mobile Performance
Not sure if your site is ready? Here are five tools and strategies to evaluate and improve mobile page speed:
1. Google’s Mobile-Friendly Test
This free tool lets you quickly check whether your website is optimized for mobile devices. If it isn’t, Google will point out exactly what needs fixing.
2. Google Lighthouse
Lighthouse is a Chrome browser extension that provides a detailed performance audit. Pay attention to metrics like the Speed Index and see how your site performs under different network conditions (like slower 3G connections).
3. PageSpeed Insights
PageSpeed Insights evaluates both mobile and desktop performance. While perfect scores are rare, your goal should be to land “in the green” on both platforms. The tool also gives actionable suggestions for improvement.
4. Compare with Competitors
SEO is relative—your performance matters most in the context of your competition. If top-ranking law firm websites in your market load slowly, a modest improvement on your end could give you the edge. Run the same tests on their sites and see how you stack up.
5. Monitor Your Metrics
Don’t just make changes—track their impact. Use tools like Google Analytics to monitor bounce rates, page load times, and conversion behavior. This will help you determine the optimal speed-performance balance for your website.