Google November 2024 Core Update: What It Means for Contractors and Restoration Businesses

December 11, 2024  | Chico, CA  | Albuquerque, NM |  USA

E-E-A-T Compliance

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a critical framework Google uses to evaluate content quality and credibility. Here’s how contractors can align with E-E-A-T principles:

1. Experience: Showcase your hands-on expertise. Use real-world examples, project case studies, or behind-the-scenes videos that highlight your experience in your field.
2. Expertise: Highlight professional qualifications, licenses, and certifications that demonstrate your industry knowledge. Include articles, blogs, or guides that address complex topics specific to your trade, such as advanced mold remediation techniques.
3. Authoritativeness: Link to credible, authoritative external sources within your content, such as EPA Mold Guidelines. Partnering with industry organizations can also boost authority.
4. Trustworthiness: Build trust through verified customer reviews, detailed service guarantees, and secure website practices. Clear contact information and an active Google Business Profile further enhance trust.

Common Questions About E-E-A-T:

• Why does E-E-A-T matter? Google uses E-E-A-T to ensure the content it ranks highly is accurate, helpful, and trustworthy, which is especially important for industries like restoration, where users often need reliable help and solutions quickly.
• How do I improve E-E-A-T? Consistently publish high-quality, original content that reflects your expertise. Use real-life examples, back up claims with credible sources, and maintain transparency with your audience.
• Does E-E-A-T affect small businesses? Yes, small businesses can benefit from E-E-A-T by establishing a strong online presence, gathering positive reviews, and creating content that highlights their unique expertise.

Adapting to the Update

1. Audit Your Existing Content

A thorough audit is the foundation of adapting to algorithm changes and improving your site’s overall performance. Follow these detailed steps to ensure your content is optimized and aligned with Google’s latest standards:

• Service Pages: Review each service page to ensure they provide in-depth information tailored to your target audience. For example, instead of a generic description of water damage repair services, include:
  
  
• Step-by-step processes for how your team handles water damage restoration.
• Benefits of choosing your company, such as 24/7 emergency availability or specialized equipment.
• FAQ sections addressing common customer concerns like, "How quickly can you respond to emergencies?"
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• Blog Content Updates:
  
  
• Identify older blog posts that are still relevant but outdated. For instance, update a post on "Mold Remediation Tips" with current industry guidelines or new tools.
• Add new, engaging content such as how-to guides, comparison posts (e.g., “Professional vs. DIY Restoration”), or seasonal tips that align with customer needs.
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• Visual Content Enhancements:
  
  
• Use high-quality images, infographics, and videos to make content more engaging and shareable.
• For example, create before-and-after images for restoration projects or a video walkthrough of your services.
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• Customer Testimonials and Reviews:
  
  
• Incorporate recent customer testimonials across key pages.
• Use a mix of text reviews and video testimonials to establish trust and authority.
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• Performance Monitoring:

• Use tools like Google Search Console and Google Analytics to identify underperforming pages.
• Track metrics such as bounce rate, time on page, and organic search rankings. Pages with poor engagement metrics should be prioritized for updates.
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By ensuring your content is fresh, engaging, and valuable to your audience, you’ll protect your rankings and build a stronger foundation for future updates.

*It is important to note, once you have updated your page content to resubmit each page to Google console for reindexing.

2. Focus on Local SEO

For contractors and restoration companies, local SEO remains a cornerstone of digital marketing. Here are actionable steps to dominate your local market:

• Google Business Profile Optimization: Ensure your Google Business Profile is complete, accurate, and updated regularly. Add high-quality images of your team, projects, services, before and afters, etc. Use posts to share updates, promotions, or seasonal offerings. Respond to reviews to engage with your audience and show you care about customer feedback.
• Local Keyword Strategy: Incorporate local keywords naturally into your service pages, blogs, and meta tags. Phrases like "emergency water damage repair in Salt Lake City" or “Madison fire damage” to help you appear in geographically targeted searches.
• Service Area Pages: If you serve multiple locations, create dedicated pages for each area. In the past we used to be able to get away with a single service area page with a summary of services in that service area. However, with the latest Algorithm changes and E-E-A-T, it is now critical to tailor each service area page to highlight each specific service and unique selling points for that location. For instance, "Mold Remediation in Ogden" should address mold challenges specific to the Ogden, UT area.
• Citations and Backlinks: Build citations on local directories and partner with complementary local businesses or related websites for backlinks to strengthen your local authority.
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3. Balance AI and Human Content

Google has made it clear that high-quality, human-centered content will always be preferred. Here’s a practical guide to effectively integrating AI tools without compromising on quality:

• AI as a Support Tool:
  
  
• Use AI for brainstorming content ideas or generating outlines. For example, you can use AI to suggest blog topics like “Top 5 Common Water Damage Myths” or “How to Prepare Your Home for Winter Storms.”
• Employ AI for tasks like grammar checking, summarizing research, or drafting meta descriptions to save time.
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• Injecting Human Touch:
  
  
• Edit and refine AI-generated content to ensure it aligns with your brand voice and tone.
• Add real-life examples, customer anecdotes, and personal insights that only a human can provide.
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• Avoid Over-Automation:
  
  
• Resist the temptation to let AI completely write long-form content. Google’s algorithm can identify content that lacks depth or authenticity, which could harm your rankings.
• For instance, an AI might draft a blog about “The Importance of Mold Remediation,” but it won’t understand the specific pain points of your audience or the nuances of your local market.
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• Blend AI and Expertise:
  
  
• AI can help draft templates for FAQ sections or service descriptions, but a human should review and expand on these drafts with personalized touches.
• Example: If AI generates “We provide expert water damage repair,” enhance it by detailing your unique qualifications or process, such as, “Our IICRC-certified technicians use industry-leading tools to restore your property efficiently.”
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• Content Testing and Review:
  
  
• Regularly review AI-assisted content for accuracy, especially in technical or industry-specific areas.
• Encourage feedback from your audience to ensure your content is resonating and adding value.
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Balancing AI with human creativity ensures your content stands out in quality, relevance, and authenticity, aligning with Google’s preference for content that provides real value to users.

4. Improve Site Usability

A poor user experience can negatively affect your rankings. Focus on these elements to create a user-friendly website:

• Navigation: Make navigation simple and intuitive. Include clear menu labels and group related pages logically. Use a maximum of three clicks to reach any page on your site.
• Breadcrumbs: Incorporate breadcrumb navigation to help users and search engines understand the site structure. For example, a breadcrumb for a service page might look like: Home > Services > Water Damage Restoration.
• Loading Speed: Ensure your site loads quickly on both desktop and mobile devices. Compress images, use caching, and minimize unnecessary scripts to improve load times.
• Mobile-Friendliness: Use a responsive design to ensure your website displays properly on all screen sizes. Test your site using Page Speed Insights.
• Examples and Tips: Use clear call-to-action buttons, such as "Schedule a Free Estimate," placed strategically throughout the site. Keep forms short and easy to complete. For instance, a simple contact form with name, email, and service requested can improve lead generation.
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Why This Update Matters for 2025

Google’s November 2024 Core Update is a clear signal that the future of SEO lies in creating high-value, user-focused content. For contractors, this is an opportunity to establish yourself as the go-to expert in your field.

At Peterson SEO, we specialize in helping contractors and restoration businesses adapt to these changes. Whether you need a new custom content strategy, website SEO enhancements, or a digital marketing solution, we’re here to help.

Contact us today to future-proof your business for 2025 and beyond.

References

1. Search Engine Journal: "Google Completes November 2024 Core Update"
2. EPA Guidelines for Mold Remediation: "Mold Remediation in Schools and Commercial Buildings"
3. Search Engine RoundTable: "Google November 2024 Core Update Finally Finished Rolling Out"