Part of my daily routine is checking stats,  not for vanity, but because I want to understand what’s really happening.
I check where we’re ranking on Google, how often we appear in Maps, and lately, how we’re showing up in AI search results.

It’s made one thing very clear: having a static website is no longer enough.
If you’re not updating, refining, and feeding Google the right kind of information, you’ll quietly start to disappear from results,  even if you once ranked high.

Between constant algorithm changes and the rise of AI-driven search, Google’s expectations have evolved.
It no longer rewards businesses that simply exist online; it rewards those that educate, prove authority, and stay active.

So, what does Google really want from your salon?
Let’s go deeper, using real data, insight, and a few simple actions you can take today.

Google no longer just scans for words,  it scans for understanding. It looks for real-world expertise.

That’s why educational content outperforms promotional content. Articles that explain how skin heals after microneedling or the difference between a lash lift and extensions signal to Google that you know your craft.

When you share insights, techniques, and honest experience, Google’s systems recognise your E-E-A-T signals — Experience, Expertise, Authoritativeness, and Trustworthiness. These are the same signals that determine whether your business is credible enough to be recommended.

The same goes for your Google Business Profile. The more detail you give, treatment explanations, service categories, pricing, before-and-after photos, and FAQs the more confident Google becomes in understanding who you are and what you offer.

Think about it like a consultation. If you educate your client and answer every question before they even have to ask, they trust you more. Google works exactly the same way,  when you teach, it sees expertise; when you skim over details, it assumes you’re just another listing.

Tip: Regularly add new insights to your website and Business Profile,  even short ones. Google loves fresh knowledge because it signals you’re staying active and up to date.

You can’t rank for what Google can’t interpret. Clarity comes from good structure and clear information.

That means having:

• Proper page titles and headings that describe what the page is about

• Schema markup so Google knows which parts of your site describe treatments, prices, reviews, and contact details

• Consistent business information across your website, Google profile, and social channels

When your content is clear, Google doesn’t have to guess and when Google doesn’t have to guess, it rewards you.

It’s also worth noting that Google reads tone. It can detect whether your content feels natural and genuine or robotic and keyword-stuffed. Clear writing,  written like a real person talking to a client performs better than over-optimised text.

Clarity isn’t just technical; it’s emotional too. A confused user leaves fast and high bounce rates are another signal Google uses to measure how helpful your content really is.

Tip: Simplify your site navigation and headings. Google and your visitors should both be able to find what they need in two clicks or less.

Google defines authority in simple terms: do other people trust you enough to talk about you?

That includes reviews, backlinks, press mentions, awards, and directory listings.
Each one is a digital recommendation, showing that you’re respected in your industry.

Salons with a steady flow of reviews and credible links build stronger authority over time and that’s what gives your rankings longevity.

Authority makes up roughly 20% of Google’s ranking algorithm, so those connections truly matter.

Being featured on trusted sites like The Hair & Beauty Directory, mentioned in local media, or sharing verified awards and certificates all help Google confirm you’re the real deal.

Tip: Make it a habit to link to your features, certificates, or awards on your own site. Google sees that internal linking as validation of expertise.

You can have a beautiful website, great photos, and perfect keywords but if Google doesn’t trust you, you’ll struggle to stay visible.

Trust comes from accurate, transparent, and consistent information.
It also comes from how active you are. A salon that leaves outdated prices, unanswered reviews, or inactive social pages sends a signal of neglect.

In contrast, a business that regularly updates, responds to clients, and maintains a secure site tells Google it’s alive and trustworthy.

Think of it this way: If a potential client saw two salons,  one replying to every review, posting fresh content, and explaining its treatments clearly, and one that hadn’t been updated in a year,  which would they choose? Google’s algorithm does the same thing.

Trust is also a big part of local SEO. Consistent details (name, address, phone) across every platform are crucial. If even one platform lists something differently, Google starts doubting accuracy and that doubt can lower your ranking.

Tip: Check your Google Business Profile at least once a month. Update any changes immediately and use real photos, not stock ones. Google can tell.

The hardest part of ranking isn’t getting there, it’s staying there.

Consistency is what makes Google confident about who you are. It connects your tone, branding, and structure across every channel your website, social media, Google profile, and directories.

Every small update, every review reply, every post reinforces your brand identity. Over time, that repetition builds recognition and recognition builds trust.

A consistent online presence doesn’t mean saying the same thing everywhere; it means saying it in the same way.
Same tone, same professionalism, same message. When everything aligns, Google can finally say: “I know who this is, and I trust them.”

Tip: Do a quick consistency audit every quarter. Check that your service names, categories, and brand wording match across all platforms.

Google wants to recommend the businesses that make it look good  the ones that are safe to send users to.

That means businesses that show knowledge, clarity, authority, trust, and consistency.
The more confident Google feels about who you are and how reliable your information is, the easier it becomes to keep you visible.

Ranking well isn’t about chasing trends or gaming algorithms.
It’s about running the kind of business that deserves to rank, one that’s educational, professional, transparent, and consistent.

When your online presence reflects your real-world standards, reliable, expert, trustworthy, Google doesn’t just notice.
It rewards it.