Marketing · Action
Google's core update: record your numbers first
Published Nov 13, 2026 · Last checked Nov 13, 2026 · Last changed Nov 13, 2026Do not change your website while the update rolls out. Write down your numbers today. Compare them when Google says the rollout is complete.
- Verdict
- WATCH
- For
- All practice areas. Solo firms and firms up to 50 lawyers. Owner, office manager, marketing.
- Cost and time
- No cost. About one hour now, and one hour after the rollout.
Why
Google released a core update on Nov 10, 2026, for all languages. On Nov 12, 2026, Google added a new AI model to Search for all users. The model is named Gemini 4 Hydrogen. Google calls it "the biggest model upgrade to Search yet." Most firms notice an update only when calls drop. By then nobody can say what changed.
What to do
- Write down the last four weeks of calls, form fills, consults and signed cases.
- Split them by source if you can: Google search, your Google listing, ads and referrals.
- Ask your marketing vendor not to rewrite pages until the rollout ends.
- Type three questions a real client asks into Google. Save a picture of each result.
- When Google's status page says the rollout is complete, write down the same numbers again.
- If signed cases from search fell, find which pages lost visits before you pay for new content.
The rule to check
If you add call tracking or chat recording to measure this, check your state's consent rules first.
What can go wrong
Numbers can change during the rollout. Google says it may take up to two weeks. A decision made in the first days may be wrong.
Sources
- Google Search Status Dashboard, primary source, Nov 10, 2026.
- Google blog, primary source, Nov 12, 2026.