Google’s latest spam policy updates—targeting expired domain abuse, scaled content abuse, and site reputation abuse—are a direct response to a growing problem: the saturation of poor-quality content designed to game the system. And the home service industry has been one of the worst offenders.

Let’s be honest: many home service companies rely on templated city pages, AI-generated content, and keyword stuffing to rank in as many zip codes as possible. Add in shady link schemes, fake reviews, and copied manufacturer content, and it’s a recipe for disaster in the current search environment.

Google sees through it—and it’s actively penalizing it.

Where Search is Going: Quality, Experience, and Real Value

We’re entering an era where trust and usefulness will win. Here’s what Google is rewarding now and what will matter even more in the future:

1. Unique, Locally-Relevant Content

Forget generic service pages that just swap out the city name. Google wants to see content that’s customized and offers real value to local homeowners. This includes:

• Real photos from jobs in the area

• Testimonials and video reviews from local customers

• Answers to actual questions homeowners in your market are asking

• Blog posts about regional weather, materials, or service tips

2. Helpful, Expert-Led Information

You are the expert. Start acting like it online.

Google now prioritizes content that demonstrates E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. That means you need real humans (ideally your team) writing and appearing in your content.

Think:

• How-to videos with your installers or sales team

• Owner blog posts sharing behind-the-scenes insights

• Explainer pages written in clear, jargon-free language

3. Fast, Clean, User-Friendly Websites

A clunky website is no longer just a bad UX issue—it’s an SEO issue. Google tracks how long people stay on your site, how quickly it loads, and whether visitors bounce after landing on thin or irrelevant pages.

Invest in:

• Mobile-first design

• Clean navigation

• Strong internal linking

• Fast load times

• Clear calls to action (CTAs)

4. Transparent and Verified Reputation

Fake reviews? Forget it. Google’s smarter now.

Instead, double down on:

• Verified Google reviews

• Integrated Google Business Profile content

• Third-party trust signals (e.g., BBB, GuildQuality, Angi)

• Showing licensing, insurance, and accreditations visibly

What You Should Do Now (Before Your Rankings Drop)

If you’re relying on outdated SEO tactics—or worse, haven’t touched your website in years—it’s time for a serious reset. Here’s your action plan:

✅ Audit your website. Look for duplicate content, keyword stuffing, low-value pages, and slow load speeds.

✅ Build content around real people. Make your team the stars of your brand story.

✅ Focus on one market well before chasing 20. Google knows when you’re just recycling the same pages for 50 cities.

✅ Use video more than ever. Video testimonials, walkthroughs, and behind-the-scenes clips give Google—and your users—what they want.

✅ Invest in long-term trust, not short-term gimmicks.

Final Thoughts

Google’s goal has always been the same: deliver the best result to the user. If you’re in the home service space and you’re not focused on delivering real, valuable, and trustworthy experiences both online and in person.