Every time Google updates its algorithm, business owners and agencies alike brace for impact. Rankings shift, traffic drops, and suddenly everyone’s scrambling to figure out what changed.
Here’s the truth: while the details of Google’s algorithm continue to evolve, the core priorities haven’t really changed. What has changed is the level of competition—and the need to align your site with what Google (and your customers) actually care about.
If you’re a small business owner or an agency trying to stay ahead, here’s what Google really wants from your website in 2025—and how to give it to them.
1. Fast, Mobile-First Design
This isn’t new, but it’s more important than ever. Google now evaluates mobile page speed and usability as part of its ranking process. If your site loads slowly or doesn’t work well on a phone, you’re losing traffic and rankings.
Here’s what to focus on:
- Compress images and remove unused code
- Use mobile-first responsive design
- Avoid popups that block content
- Optimize Core Web Vitals (especially LCP, CLS, and INP)
I’ve helped clients make small tweaks to their websites that result in huge speed gains—and better placement in search.
2. Clear, Purpose-Driven Content
Gone are the days of keyword stuffing or vague “SEO content.” Google now uses natural language processing to understand content in context—and it rewards pages that are clear, relevant, and genuinely helpful.
If your page doesn’t answer a specific question or fulfill a user’s intent, it’s not going to rank well. Focus on:
- Clear H2s and H3s that match common search queries
- Simple, readable language (yes, even for professionals)
- Structured, skimmable formatting
I use Flesch-Kincaid readability checks on client blogs for this very reason—if a 6th grader can understand it, Google probably can too.
3. Topical Authority and Trust
Google is leaning more and more into authority signals. That means it favors websites that consistently publish relevant, accurate content on specific topics.
If your site has one blog post on SEO, one on dog grooming, and one on tax law—you’re not going to outrank someone focused solely on SEO.
Whether you’re a local business or an agency, stick to your lane. Build topic clusters. Link between related pages. And keep content up to date.
This shows Google (and your visitors) that you’re a trusted resource—not a content mill.
4. Real User Engagement
Google doesn’t just look at your content—it looks at how people interact with it. High bounce rates, short sessions, and poor engagement are all signs your site isn’t meeting users’ needs.
What helps?
- Clear calls to action
- Pages that load quickly and guide the user
- Visual content like videos or infographics
- Smart internal linking to keep people exploring
I often help clients restructure their content and navigation to boost engagement—and it almost always leads to improved rankings.
5. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google has expanded its well-known E-A-T criteria to include Experience. In short, it wants to know:
- Are you qualified to speak on this topic?
- Is your content written from first-hand knowledge?
- Can people trust you?
Small things like adding an author bio, citing real sources, including reviews, or showing work samples can make a big difference.
This is especially important for “Your Money or Your Life” topics like health, finance, or legal services—but every business benefits from demonstrating real-world experience.
Don’t Chase the Algorithm. Serve the User.
Chasing Google’s updates is exhausting. The better strategy is to focus on building a fast, helpful, well-organized website that gives people what they’re actually looking for.
That’s what I help businesses and agencies do every day—and it’s what Google rewards over the long run.
Need Help Aligning Your Website With What Google Wants?
If your website feels outdated, underperforming, or just not ranking the way it used to, I’d be happy to take a look.
Contact me today for a quick audit or strategy call.
Let’s make your website faster, stronger, and more aligned with what Google—and your customers—are actually looking for.
