What Does Google Actually Want From Your Website?
If you’ve ever felt like SEO is just about guessing what Google wants… you’re not alone.
The good news? It’s not a mystery.
Google doesn’t hide the goalposts; they just expect websites to do the basics well. They’ve been pretty clear over the years and want to show people the best result for whatever they’re searching for.
So, what makes something “the best result”?
Here’s what Google’s really looking for (and how you can give it to them).
1. Useful, clear content
At the heart of it all, Google wants your page to answer the searcher’s question.
That means:
Writing clearly about what you do
Avoiding fluff or filler
Actually saying the things people might be wondering (e.g. do you offer free quotes? How long does the service take?)
Example: If someone’s searching for “boiler servicing in Southampton,” they probably want to know price ranges, what’s included, and how soon they can book.
If your page covers that clearly, Google’s more likely to show it.
Even better if you use headings like “What’s included in our boiler servicing?”, it helps readers and Google understand your page structure.
2. Local signals (if you're a local business)
Google needs clues that you actually serve the area people are searching in.
That means:
Mentioning your location in your content (not just in the footer)
Having a Google Business Profile that matches your website
Using place names people search for - e.g. “Eastleigh,” “Southampton,” “SO postcode”
Include your service areas in natural ways, not just lists but in actual sentences. Example: “We offer window cleaning across Chandler’s Ford, Eastleigh, and the wider SO50 area.”
And make sure your Google Business Profile is up to date. Google often shows it before your website.
3. A website that’s easy to use
Google wants to send people to websites that work well. That includes:
Mobile-friendly design
Fast loading times
Easy navigation - not buried pages or confusing menus
No weird popups or broken links
Try viewing your site on your phone. Can you find your main services in two taps or less? That’s what your customers (and Google) expect.
Also: run your site through PageSpeed Insights to check load times and fix anything major.
4. Trust signals
Google tries to figure out if your site is trustworthy. That means:
Clear contact info
Customer reviews (on Google and elsewhere)
Links from other trusted sites (think local directories or community websites)
Fresh content - e.g. occasional blog posts or updates
You don’t need to blog every week. Even a few updates a year can show your business is alive and kicking.
Adding a “last updated” date to your key pages (like service pages) is also a great trust signal and encourages Google to re-crawl the page.
5. Consistency across the web
Google cross-references info.
If your business name, address, or opening hours are different on various sites (like directories or Facebook), it gets confused - and might not trust the info.
So make sure your details are accurate and consistent wherever they appear.
This is especially important if you’ve ever moved location or changed your business name. A quick scan of your online listings can go a long way.
To Clarify
Google wants what your customers want: a useful, trustworthy, relevant website.
If you focus on making things clearer and easier for real people, Google usually follows.
Not sure if your website ticks all the boxes?
I offer simple, local SEO support - no jargon, no nonsense.
Get in touch and let’s make your site work harder for your business.
What kind of content does Google prefer?
Google prefers content that clearly answers the searcher’s question. That means being helpful, specific, and easy to read - especially for local searches.
Do I need to mention my location on every page?
If you're a local business, yes - it's a good idea to mention your location naturally in your content. This helps Google understand where you operate.
How can I tell if my website is good for SEO?
Check if your site loads quickly, works on mobile, has clear information, and matches what people are likely to search for. If you're unsure, ask an SEO specialist to review it.
