Introduction: Google’s Latest Update — What Local Businesses Need to Know
Every year, Google tweaks its algorithm dozens of times — but every so often, one major update shakes up the entire local search landscape. In 2025, that update is focused on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and intent matching.
If you’re a small business relying on local traffic to survive (and thrive), understanding what this update means is critical to staying competitive.
Key Focus Areas of the 2025 Update
1. Helpful Content Gets Boosted
This update rewards:
- In-depth content that answers user questions
- Real, experience-based information (especially in real estate & construction)
- Less AI-written, more human-edited content
2. Search Intent Is Now Hyper-Specific
Google has gotten smarter at understanding:
- Whether someone is ready to hire, compare, or just learn
- The difference between “home builder San Diego” and “custom home cost in San Diego”
Action Step:
Segment your content and pages by user intent.
3. Google Business Profile Signals Got Stronger
- Regular updates = trust
- More weight given to recent reviews and keyword-rich Q&A sections
- Google Posts can now trigger enhanced visibility if aligned with trending topics
4. Backlinks from Niche and Local Sources Matter More
Instead of just high-authority links, Google now favors:
- Regional news sites
- Local business associations
- Industry-specific blogs and partners
Pro Tip:
Focus on getting 5-10 high-quality local links rather than 50 generic ones.
What This Means for Real Estate Agents and Contractors
Real Estate Pros:
- Update property listing pages with detailed neighborhood info
- Include personal insights in blogs: market trends, open house tips, client stories
- Use structured data to label open house events or pricing updates
Contractors:
- Create before-and-after galleries with project details
- Add FAQs like “What permits do I need for a remodel in San Diego?”
- Ask clients to leave keyword-rich reviews post-project
What To Avoid in 2025
- Thin blog posts stuffed with keywords
- Buying backlinks (Google’s now better at detecting unnatural link profiles)
- Ignoring mobile usability and speed
- Letting your GBP go stale — it’s your homepage to Google!
Final Thought: Stay Adaptive, Stay Ahead
Google’s algorithm is always evolving, but businesses that focus on value, relevance, and consistency will always come out on top.
Need help navigating the 2025 algorithm update? Book a free audit with Dearie Digital and we’ll get your local visibility back on track.
