Google Is Interviewing Your Website Right Now
Rankings are the result of a job interview your website didn't know it was taking.
Here’s how Google decides whether your website deserves to rank well: it evaluates your site almost exactly like an employer sizing up a job candidate.
Think about it. When you’re hiring someone, you don’t just check one box and hand them the job. You verify their credentials, assess whether they’re actually good at what they do, and determine if you can trust them to represent your company.
Google does the same thing with websites.
Google needs to know who you are, like what you’re offering, and trust that you’re legitimate before it’s willing to put you in front of searchers. Most businesses obsess over just one of these elements and then wonder why their rankings never improve.
The truth is, you need all three working together.
KNOW: Google needs to verify you’re a real business
Google starts by confirming your identity, just like an employer checks your resume and references.
Your business information (name, address, phone number) needs to match everywhere it appears online. If your website says one thing, your Google Business Profile says another, and your directory listings show something different, Google gets suspicious.
We (us geeky SEOs) call this NAP consistency, which just means keeping your contact details identical across the web.
You also need to pass Google’s verification process, which often involves recording a video showing your actual location, your signage, and proof that you manage the business.
If you operate in multiple locations, create dedicated landing pages for each one that Google’s software can easily read and understand (we call this making pages crawlable).
Whatever you do, if you have multiple locations (just reiterating that distinction), don’t redirect visitors from one location page to another or send them to some generic page. I’ve seen this cause catastrophic results for multi-location businesses.
Make sure Google’s bots can access your site without obstacles. Remove CAPTCHA challenges (those “prove you’re human” tests), IP blocks, login requirements, or anything else that might stop Google’s automated crawlers from reading your pages.
These crawlers are just programs that visit and analyze your website.
Note: That doesn’t mean removing CAPTCHA from forms. Form SPAM would be overwhelming without a form of gatekeeping there!
You should also back up your business claims with structured data (special code that helps Google understand your information) and get references from authoritative third-party sources.
LIKE: Google needs to see you’re valuable to users
Once Google knows you’re real, it evaluates whether you’re actually good at what you do. This is where an employer would assess your skills and personality fit.
For websites, Google looks at whether you’re creating helpful content that answers real questions and solves actual problems for searchers.
Your site needs to work beautifully on mobile devices and offer visually engaging formats that people enjoy using.
Take full advantage of your Google Business Profile by encouraging reviews, posting stories, and showcasing user-generated content like customer photos.
Build an accessible, positive public image. If your business focuses on sustainability or inclusion, highlight those attributes because Google values this information when determining whether searchers will appreciate your site.
TRUST: Google needs proof you’re credible
This is the final evaluation, just like an employer checking your references and doing a background check. Google wants to see that other people vouch for you.
Collect reviews and testimonials on Google and other trusted platforms that demonstrate real customer engagement. These reviews show Google that actual people interact with your business and have positive things to say.
Earn mentions and links from reputable, industry-relevant websites. These citations act as votes of confidence for your business.
Keep your verification current and provide ongoing signals that prove you’re legitimate by maintaining business documents and continuously monitoring your Google Business Profile.
Make it easy for users to take action directly from Google, whether that’s calling you, getting directions, or making a reservation, without jumping through hoops.
The Website Owner’s Bottom Line
The websites ranking well in search results aren’t just optimizing for search terms. They’re building genuine authority across all three areas simultaneously because they understand that Google’s evaluation process works like any business relationship.
When you nail the technical foundation (know), create valuable content (like), and earn credible trust signals from other sources (trust), that’s when you start seeing real visibility, traction, and conversion for your business.
Which of these three areas needs your attention first?