Ask ten SEO agencies what Google “wants” and you’ll hear the same recycled answers:
- Helpful content
- Good user experience
- Authority
- Trust
All technically true — and practically useless.
For UK trades and service businesses, Google’s expectations are far more specific than most advice lets on. And as search evolves, generic trades websites are quietly becoming invisible.
This article breaks down what Google actually wants from a trades website in 2026 — and why many sites that used to “do fine” are now stalling.
The Big Shift: Google Is Getting Better at Detecting “Real” Businesses
Google’s job is simple in theory:
Show the most relevant, trustworthy business for a given search.
In practice, that means separating:
- Real service businesses from
- Interchangeable, low-effort sites
In 2026, Google is far better at this than it was even a few years ago.
That’s bad news for:
- Template-heavy websites
- Copy-paste service pages
- Sites built for SEO tools instead of humans
And good news for businesses that are specific, clear, and grounded in reality.
Generic Trades Websites Are the First Casualties
Most underperforming trades websites look “fine” on the surface.
They have:
- A homepage
- A services page
- Some blog posts
- Contact details
But they all look the same.
Same structure.
Same language.
Same vague promises.
From Google’s perspective, these sites don’t demonstrate:
- Distinct expertise
- Clear relevance
- Local credibility
So when competition increases — they lose.
What Google Actually Evaluates (Beyond the Buzzwords)
Let’s strip away the jargon.
When Google evaluates a trades website, it’s trying to understand:
1. Do You Clearly Solve a Specific Problem?
Not “we do everything.”
But:
- This service
- For this type of customer
- In this situation
Vague service pages weaken relevance.
2. Are Your Services Clearly Separated?
Trades businesses often bundle everything together.
That’s convenient for owners — but confusing for search engines.
Google prefers:
- One page = one primary intent
- Clear hierarchy
- Obvious relationships between services
This is why well-structured service silos outperform broad pages.
3. Is Your Location Relevance Unmistakable?
“Serving the UK” or “covering multiple areas” is not a signal.
Google wants:
- Specific service areas
- Local cues
- Consistency across the site
Local relevance isn’t about stuffing place names — it’s about alignment.
4. Does the Site Feel Trustworthy Without Trying Too Hard?
Trust isn’t just reviews.
It’s:
- Clear contact info
- Real photos
- Straightforward language
- No exaggerated claims
Sites that oversell often look less credible — not more.
Why Templates Are Becoming a Liability
Website templates exist for speed.
They’re not built for:
- Differentiation
- Conversion nuance
- Local SEO depth
In 2026, templates create two problems:
- Structural sameness
- Content sameness
Google can detect both.
When dozens of electricians or cleaning companies share:
- Identical layouts
- Near-identical copy
- The same service flow
Only a few can win. This is why most generic SEO strategies fail for UK trades.
Example: Electricians and the “Everything Page”
Many electricians still rely on a single services page that lists:
- Emergency work
- EV chargers
- Rewires
- Certificates
- Commercial services
From a customer’s view, this creates uncertainty.
From Google’s view, it creates diluted relevance.
A page trying to be everything rarely ranks strongly for anything.
Example: Cleaning Companies and Blurred Messaging
Cleaning companies often mix:
- Domestic cleaning
- Commercial contracts
- End-of-tenancy work
On the same pages, with the same tone.
This attracts:
- The wrong enquiries
- Price-led comparisons
- Low-quality leads
Google rewards clarity — not broad appeal.
The Real Role of Content in 2026
Content still matters — but not in isolation.
Google is less impressed by:
- Volume
- Publishing frequency
- Generic advice
And more influenced by:
- How content supports services
- Whether it reinforces expertise
- If it helps users make decisions
Content that exists purely “for SEO” is easier than ever to ignore.
Why “EEAT” Is Often Misunderstood
Experience, Expertise, Authority, Trust.
Most trades businesses already have these — but don’t demonstrate them well.
EEAT isn’t about:
- Awards pages
- Long bios
- Overwritten copy
It’s about:
- Showing real-world competence
- Matching language to the audience
- Removing friction
In other words: believability beats branding.
The Conversion Signal Google Rarely Talks About
Here’s an underdiscussed truth:
Google notices when users feel satisfied.
When visitors:
- Don’t bounce immediately
- Find what they expect
- Take meaningful actions
Those signals compound over time.
Websites built for:
- Clear decisions
- Straightforward navigation
- Intent alignment
Quietly outperform clever designs.
Why “SEO-Friendly” Design Is a Trap
Many sites are designed to look SEO-friendly:
- Keyword blocks
- Feature sections
- Over-structured layouts
But they’re not buyer-friendly.
In 2026, Google increasingly rewards:
- Simplicity
- Clarity
- Specificity
Design should support understanding — not distract from it.
What Winning Trades Websites Have in Common
Across electricians, cleaners, and other UK trades, high-performing sites usually share:
- Clear service separation
- Strong local focus
- Conversion-first layouts
- Minimal fluff
- Honest positioning
They don’t try to impress everyone.
They try to reassure the right people.
The Strategic Mistake That Kills Long-Term SEO
The biggest mistake trades businesses make is optimising for:
- What SEO tools say
- What agencies report
- What competitors copy
Instead of:
- How customers actually decide
Google is getting better at mirroring human judgement.
Sites that feel helpful, specific, and credible win, even if they’re not flashy. Many of these issues come from trying to do local and national SEO at the same time.
Final Thought
In 2026, Google doesn’t want more trades websites.
It wants better ones.
Better doesn’t mean bigger.
It doesn’t mean more content.
It means clearer intent, clearer structure, and clearer value.
Trades websites that embrace that will compound quietly.
Those that don’t will slowly disappear, without ever knowing why. When SEO is built on clarity instead of volume, results behave very differently.