The Three Things Google Looks For in Local Business Websites
The 3 things Google wants from a local contractor website: expertise, trust, and user experience. Learn what to fix first.
Google's algorithm considers hundreds of factors when deciding which websites to rank. But for local businesses, three things matter most. Get these right, and you've covered 80% of what matters.
1. Expertise: Do You Know What You're Talking About?
Google wants to show users the most helpful results. For that, it needs to determine whether you're actually an expert in your field.
How Google Evaluates Expertise
Content depth and quality:
- Comprehensive coverage of topics
- Specific details that only an expert would know
- Accurate, up-to-date information
Content breadth:
- Multiple pieces covering related topics
- Consistent publishing over time
- Coverage of your entire service area
Author credibility:
- About page explaining who runs the business
- Clear contact information
- Credentials and experience mentioned
What This Means for You
A website with one 200-word service page doesn't demonstrate expertise. A website with 20 detailed articles about different aspects of your services does.
If you don't have time to publish 20+ detailed articles yourself, a content pack service focused on your trade can build this expertise library for you. This is what SEO agencies charge $3,000-5,000/month for—but productized content packs deliver the same expertise signals for under $200/month, starting with a completely free Month-1 pack.
Example: An HVAC company with articles covering furnace repair, AC maintenance, heat pump comparisons, thermostat options, ductwork issues, and seasonal maintenance demonstrates more expertise than a competitor with just a homepage and contact form.
2. Trust: Can Users Rely on You?
Google is extremely cautious about recommending businesses. Users trust Google's results, so Google only wants to show trustworthy businesses.
How Google Evaluates Trust
Website security:
- HTTPS (secure connection) - this is mandatory now
- No malware or suspicious code
- Properly functioning site
Business legitimacy:
- Consistent business information across the web
- Real physical address (for local businesses)
- Verifiable contact information
- Active Google Business Profile
Social proof:
- Reviews on Google and other platforms
- Mentions on other reputable websites
- Links from other trusted sites
Transparency:
- Clear about who you are
- Honest about what you do
- Terms, privacy policy, and business details visible
What This Means for You
Red flags kill trust. If your website has security warnings, inconsistent business information, or no way to verify you're real, Google won't recommend you.
Basic trust checklist:
- HTTPS certificate (your URL should start with https://)
- Consistent name, address, phone everywhere online
- Real photos (not just stock images)
- Clear "About Us" information
- Easy-to-find contact details
3. User Experience: Do People Get What They Need?
Google tracks what happens after someone clicks on your site. If users have a bad experience, Google stops recommending you.
How Google Evaluates User Experience
Page speed:
- How fast does your page load?
- Does it render correctly on all devices?
Mobile-friendliness:
- Does the site work well on phones?
- Is text readable without zooming?
- Are buttons big enough to tap?
User behavior:
- How long do people stay on your site?
- Do they click through to other pages?
- Do they immediately return to Google (indicating they didn't find what they needed)?
Content delivery:
- Does the page deliver on the promise of the search result?
- Is the content easy to read and scan?
- Can users find what they're looking for?
What This Means for You
A slow, cluttered website that looks terrible on mobile will rank poorly even if the content is good. Users will leave, and Google will notice.
User experience basics:
- Site loads in under 3 seconds
- Works perfectly on mobile phones
- Clear navigation to key pages
- Content is scannable (headings, bullet points, short paragraphs)
- No intrusive popups or auto-playing videos
How These Three Work Together
Think of it as a chain:
Expertise gets Google's attention → Trust convinces Google you're legitimate → User Experience confirms you deserve the ranking
Missing any one of these breaks the chain:
- Great expertise but no trust signals? Google won't risk recommending you
- Trusted business but thin content? Nothing for Google to rank
- Good content but terrible user experience? Users leave, rankings drop
Practical Priorities
If you're starting from scratch, here's the order:
First: Fix Trust and Technical Issues
These are table stakes. No amount of content helps if:
- Your site isn't secure (HTTPS)
- Google can't verify your business is real
- Your site loads slowly or doesn't work on mobile
Audit your basics first.
Second: Build Expertise Through Content
Once the foundation is solid:
- Create comprehensive content about your core services
- Answer common questions your customers ask
- Demonstrate knowledge that only experience provides
Third: Optimize User Experience
As traffic grows:
- Monitor how users interact with your site
- Improve pages with high bounce rates
- Make conversion paths clear (phone number visible, contact forms simple)
The Content Marketing Connection
Content marketing directly addresses the expertise factor. It's one of the clearest ways to demonstrate to Google (and customers) that you know your trade.
But content alone isn't enough. If it lives on an untrustworthy website with terrible user experience, it won't rank.
Think of content as the message and your website as the delivery vehicle. The message matters, but it needs to arrive properly.
The Bottom Line
Google evaluates local business websites on three core factors:
- Expertise – Do you demonstrate knowledge in your field?
- Trust – Can Google confidently recommend you?
- User Experience – Do visitors find what they need?
Content marketing builds expertise. But it works best when trust and user experience are already handled.
Get all three right, and Google has every reason to rank you. Miss any one, and you're fighting uphill.
Not sure where your website stands? Get a free magic‑link preview with a Month‑1 content pack and a 12‑month calendar snapshot tailored to your services and city using automated site review and local research. See what stronger expertise signals look like in the content itself—no audits or consulting.
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