Why Google Cares if You’re Actually Good at Your Job
I was chatting with a plumber in Coorparoo last week. Let’s call him Dave. Dave’s been in the game for twenty years. He knows every pipe and drain in Brisbane’s southside like the back of his hand. But when he looked at Google, his business was buried on page three.
Who was at the top? A brand-new franchise with a flashy website but zero local reputation.
Dave was frustrated. "I’ve got the experience, I’ve got the licenses, and I’ve got five-star reviews from half the street. Why does Google think these new blokes are better than me?"
It’s a fair question. Google’s whole job is to point people toward the best, most reliable business. They don’t want to recommend a dodgy contractor or a lawyer who doesn't know their stuff. To do this, Google looks for four specific things: Experience, Expertise, Authoritativeness, and Trust.
In the marketing world, we call this E-E-A-T. But you can just think of it as your "Digital Reputation." If you don't prove you're the real deal, you won't get the phone calls you deserve.
1. Experience: Show Them You’ve Done the Work
Google recently added a new 'E' to their checklist: Experience. They want to see that you’ve actually performed the service or used the product you’re talking about.
If you’re a landscaper in Ascot, don't just write a generic list of "Top 5 Plants for Queensland." Anyone can copy that from Wikipedia. Instead, share photos of a backyard you just finished. Talk about how the soil in that specific suburb is tricky and what you did to fix it.
When you share real-world stories, Google notices. More importantly, your customers notice. They see that you aren’t just a bloke with a laptop; you’re a professional with dirt under your fingernails. This is a core part of a solid SEO strategy because it proves you aren't just making things up.
2. Expertise: Don't Hide Your Credentials
Most Brisbane business owners I know are too humble. They have certificates on the wall, decades of training, and specialized licenses, but they never mention them on their website.
If you’re a mortgage broker, I want to see your qualifications. If you’re a mechanic, tell me about your trade certificates.
What to do right now: Create an "About Us" page that actually lists your team's experience. Mention how many years you've been serving the Brisbane community. List your professional memberships (like Master Builders or the Law Society).
If you don't tell Google (and your customers) that you're an expert, they’ll assume you aren't. Being the "best-kept secret" in town is a great way to go broke.
3. Authoritativeness: What Do Others Say About You?
This is about your reputation in the wider world. Think of it like a digital word-of-mouth. If other reputable Brisbane websites link to you or mention you, Google sees you as an authority.
We worked with a boutique gym in Newstead that was struggling to get new sign-ups. We helped them get featured in a few local Brisbane news blogs and community sites. Suddenly, because these other "authorities" were talking about them, their own website started climbing the ranks.
This isn't just about local reach, either. If you're trying to reach customers abroad, having that authority is even more critical because they don't know your local reputation yet. They rely entirely on what the internet says about you.
4. Trust: The Big One
Trust is the most important part of the whole equation. If people don't trust your website, they won't give you their credit card details or pick up the phone.
I see so many small business websites that look like they haven't been updated since 2005. They have broken links, no physical address, and no clear way to get help. To Google, this looks like a scam.
How to build trust fast: Reviews: You need Google Reviews. Not three or four, but a steady stream of them. Reply to them—especially the bad ones. It shows you're a real person who cares. Clear Contact Info: Put your Brisbane phone number and address in the footer of every page. Security: Make sure your site has that little padlock icon in the browser bar. If it says "Not Secure," you are hemorrhaging customers.
- Photos of Real People: Stop using stock photos of smiling people in headsets. Use a photo of you, your van, or your shopfront on Wickham St. Real photos build trust instantly.
Is This a Waste of Money?
I’ll be honest with you: building this reputation takes time. You won’t see your phone ringing off the hook tomorrow morning just because you added a bio to your website.
However, if you ignore this, you are effectively handing your leads to your competitors. Most "cheap" marketing agencies will tell you they can "hack the system" or "use AI" to get you to number one. It’s rubbish. Google is too smart for that now. They want to see real evidence that you are a legitimate business.
If you spend a few hours a month documenting your work, gathering reviews, and updating your credentials, you are building an asset that pays off for years. It’s the difference between a business that survives on expensive ads and one that gets free leads from Google every single day.
What Should You Do First?
Don't try to fix everything at once. You've got a business to run. Start with these three steps:
1. Update your 'About' page: Write three paragraphs on why you started the business and what makes your team experts. Mention Brisbane specifically. 2. Get 5 new reviews: Text your last five happy customers and ask for a quick Google review. 3. Check your contact info: Ensure your phone number is clickable on a mobile phone. If people can't call you with one tap, they'll move to the next guy.
The Reality of Results
Building your digital reputation (E-E-A-T) is a long game. Usually, our clients in Brisbane start seeing a noticeable lift in phone calls and enquiries within 3 to 6 months of consistently proving their expertise.
It’s not a "set and forget" thing. It’s about showing up online with the same professionalism you show up with at a job site.
If you're tired of being outranked by businesses that aren't as good as you, it's time to show Google why you're the expert.
Want to get more phone calls without the headache? At Local Marketing Group, we help Brisbane business owners stop shouting into the void and start winning the customers they deserve. If you want a straight-talking partner to handle your digital reputation, get in touch with us here.