What Google Actually Wants from Your Local Site
Search engine optimization has a reputation for being complicated.
But for most local businesses, Google is actually pretty simple.
If your website helps people find what they’re looking for—and shows signs that you’re a real business in a real place—Google’s usually happy to show it.
Here’s what actually matters.
1. Clear, Relevant Content
Google wants to know what you do and where you do it. That starts with:
- A homepage that names your service and city clearly
- A few service pages that go into detail
- A couple of location pages if you serve multiple towns
You don’t need dozens of blog posts. You need clarity.
2. Consistency Across the Web
Google checks other places to see if your business is legit. These include:
- Your Google Business Profile
- Business directories like Yelp, Angi, Nextdoor, etc.
- Local listings (Chamber of Commerce, community sites)
If your name, address, and phone number (NAP) are consistent across those sites, you build trust.
If they’re a mess? Google gets nervous—and so do customers.
3. Signals That You’re Alive and Trusted
A few simple actions help prove you’re not a ghost site:
- Recent customer reviews (especially on your GMB listing)
- Backlinks from local sites (partnerships, press, supplier pages)
- A secure site (HTTPS), decent loading speed, and mobile responsiveness
You don’t need to be perfect. You just need to look alive.
4. A Site That’s Crawlable
Google sends little bots to read your website. If they get stuck, confused, or find dead ends, you’re out.
Make sure:
- Your navigation is clean
- Internal links connect your pages logically
- You don’t have weird popups or auto-play videos blocking everything
The simpler your structure, the better your chances.
TL;DR: Google Likes What Humans Like
- Clear writing
- Accurate info
- Trusted signals
- Logical structure
If your site is helpful to someone trying to find your services, Google will usually get the message.
You don’t need to outsmart the algorithm.
You just need to make things easier for people—and by extension, for Google.
