It’s common knowledge that Google owns the lion’s share of search traffic (almost 90% to be exact). For a dry cleaner looking to get a top 3 search spot on the world’s most popular search engine, it’s therefore important to understand their search algorithm and keep up on changes to their SEO rankings.
In this article, you’ll learn the current state of Google SEO, what’s new in 2025, and what steps you and your marketing team can take to adapt to current trends.
What Is E-E-A-T and Why Does It Matter?
In 2025, Google is leaning into E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), which is a system for labeling the hundreds of millions of pieces of content on the web and ranking its value and helpfulness to a consumer.
If you’ve previously heard of this term, you’ll know that until recently it was E-A-T. “Experience” was added just recently.
Understanding and optimizing for this ranking factor can make all the difference in attracting new customers to your business. Let’s break down what it is and what you can do to stay competitive.
- Experience – Does online content about your business demonstrate first-hand experience?
- Expertise – Is the website or person offering content an expert in their industry?
- Authoritativeness – Is the website recognized as a reputable source?
- Trustworthiness – Is the information accurate, safe, and secure?
For a dry cleaner, this means Google favors businesses that showcase real expertise, share helpful and trustworthy content, and establish themselves as local authorities in garment care.
Key SEO Changes in 2025 That Affect Local Businesses
1. Local Search Prioritization
Google is prioritizing hyper-local content, meaning businesses that optimize for local searches (e.g., “best dry cleaner near me”) will rank higher.
How to Adapt:
- Ensure your Google Business Profile is complete and up to date.
- Use location-specific keywords in your website content, such as “eco-friendly dry cleaning in [Your City].”
- Collect and respond to customer reviews—Google values engagement and positive feedback.
2. AI-Powered Search & Conversational Queries
With AI-driven search results becoming more prominent, customers are searching in a more conversational way. For example, instead of typing “dry cleaner near me,” they may ask, “Where can I get my wedding dress professionally cleaned?”
How to Adapt:
- Create FAQ pages and/or detailed service descriptions on your website addressing common customer queries.
- Use natural language in your website copy and blog posts.
- Ensure that your website includes commonly spoken phrases.
3. Content Quality and Authenticity Matter More
Google is cracking down on generic or AI-generated content that lacks depth. Businesses need to focus on authentic, experience-driven content and images that build trust.
How to Adapt:
- Use photos of your business as much as possible, such as on your website, in social media, and anywhere else your business appears online. As a bonus, ask customers to add photos to their Google reviews or to your Google Business Profile.
- It’s okay to use stock photos when they apply to dry cleaning, but remember that these images will also be appearing on other business’ sites so they won’t be considered as authentic.
- Publish blog posts, social media videos, and online guides that showcase your expertise. Behind the scenes and before/after photos fall into this category as does content that educates customers about your cleaning process.
- Highlight real customer experiences and success stories.
Side note: Photography is perhaps the most valuable tool to show your business’s authenticity. Just make sure you use photos that give the right impression of your business. Dim lighting, odd angles or dirty backgrounds can work against you. Depending on your goals, it might be worth the investment in a professional photographer. This is what Pepper Square Cleaners did during a recent redesign of their website and the results are stunning.
If you choose to do photography yourself, just be sure to follow best practices, read online guides to photography, and do some editing to be sure your photos are aesthetically pleasing.
Pro tip: the inclusion of a pet adds a touch of friendliness that customers will be drawn to. See Pepper Square Cleaner’s cute pooch on their “About” page!
4. Stronger Emphasis on Website Performance
Google is prioritizing fast-loading, mobile-friendly websites. If your website is slow or hard to navigate, your ranking may suffer.
How to Adapt:
Improve site speed by compressing images and reducing unnecessary plugins.
- Make sure your website is mobile-optimized, as most local searches happen on smartphones.
- Use clear navigation so users can easily find services, pricing, and contact info.
5. More Value on Trust Signals
Trustworthiness is more important than ever. Google favors businesses that demonstrate credibility and security.
How to Adapt:
- Ensure your website has HTTPS security for safe browsing.
- Display trust signals, such as industry certifications, years of experience, and customer testimonials.
- Provide clear service descriptions.
Take Action Now: Future-Proof Your Dry Cleaning Business
SEO in 2025 is all about authenticity, local engagement, and user experience. By focusing on E-E-A-T and adapting to Google’s latest updates, your business can remain visible and attract new customers online.
Quick Checklist:
- Update and optimize your Google Business Profile
- Use local keywords to target your communit
- Answer common customer questions in FAQs, service descriptions, and blog posts
- Use natural language that appeals to voice search and AI-driven queries
- Ensure your website is fast, secure, and mobile-friendly
- Build trust through customer reviews and testimonials
- Share real experiences to showcase your expertise
By implementing these strategies, your dry cleaning business will not only keep up with Google’s SEO changes but also stand out in your local market. We hope this article gave you helpful tips and a playbook for SEO success.
Ready to enhance your online presence? With SMRT Marketing, you can achieve your SEO goals and outshine your competitors. Websites by SMRT are designed with SEO content, are mobile responsive and secure, and include authentic, rotating content written in-house. A subscription to SMRT Reviews allows you to collect and engage with customer reviews right from your POS and includes help with your Google Business Profile.
Get in touch with us to get on your way! Email us at sales@smrtsystems.com or call 919-849-5500.
