Since October 2025, Google has been rolling out a major algorithm update, and the impact is already being felt by all businesses that rely on the web to attract customers. For the first time, users can hide ads in search results, giving even more weight to organic (natural) visibility.
But this is just the tip of the iceberg. Behind this change, Google is reinforcing its mission: to offer Internet users the most useful, relevant and trustworthy content. For local SMEs, this is both a challenge and an opportunity.
Why is this update different?
Unlike the "technical" updates of the past, this one affects both :
- Google's understanding of content quality
- The importance of local signals (presence, reputation, consistency)
- User experience on mobile and desktop
- The ability to prove that you're a real company, firmly rooted in your community.
In short, Google wants the best answers from the best companies, not just the ones that pay the most in ads.
7 things to watch out for to stay visible in 2025 (and beyond)
1.publish truly useful and original content
Google doesn't want any more "filler" texts or copy-and-paste of what you find elsewhere.
Ask yourself:
- Does each page of your site meet a real need?
- Are you sharing tips, case studies, stories or FAQs that speak to YOUR local customers?
Example: a plumber in Quebec City who posts a video explaining how to avoid water damage in the spring, or a clinic that shares an FAQ on accepted insurance.
2.optimize your local presence (Google My Business and beyond)
Have an up-to-date Google Business listing, complete with recent photos, accurate hours, a clear description and relevant categories.
But also: add regular publications, respond to reviews, and make sure info is consistent throughout.
3:NAP (Name, Address, Phone) consistency
This point is often overlooked. Google cross-references information from your website, your Google listing, Facebook, local directories, etc.
If your address or number changes, you need to update it EVERYWHERE.
Example: a small business that moves but forgets to update its contact details in the Yellow Pages or on its old website.
4.technical performance and mobile experience
A slow site or one poorly adapted to mobile = immediate loss of points.
- Test your site on different devices.
- Reduce image size.
- Avoid intrusive pop-ups.
- Make sure all buttons are easy to click.
5.data structuring (Schema, FAQ, notices)
Structured data allows Google to better "read" your content.
- Add Schema.org markup for your products, services and events.
- Use structured FAQs to answer frequently asked questions.
- Display your customer reviews (with markup).
6.customer review strategy
Reviews are now a direct ranking factor, especially locally.
- Set up a routine for asking for reviews after every service or sale.
- Respond to all reviews, even negative ones, with empathy.
- Encourage customers to be specific (e.g. "Fast service for an emergency in Lévis").
7.E-A-T: Expertise, Authority, Reliability
This concept becomes central.
- Introduce your team, your diplomas, your certifications.
- Highlight your years of experience, media coverage and customer testimonials.
- Be transparent about your practices, rates and guarantees.
Bonus tips for Quebec SMEs
- Tell your local story: Google increasingly values businesses that are rooted in their community. Talk about your involvement, your partnerships, your local events.
- Work on your internal links: Link your pages together with logical links ("Learn more", "See our services in Montreal", etc.).
- Monitor your analytics: Identify which pages are losing traffic and which are performing well, and adjust your content accordingly.
Conclusion
The October 2025 update is not a threat: it's an opportunity to stand out for SMEs that want to build a solid, authentic and sustainable web presence.
Those who focus on quality, transparency and local proximity will come out on top, regardless of Google's algorithm changes or new options.
Take the time to take stock of these 7 aspects, get your team involved, and see it as an investment in your long-term visibility.
SEO is no longer just about keywords: it's about credibility, usefulness and customer relations.