How to Keep Your SEO Strong Through Google’s Algorithm Changes

If you own a business in Las Vegas, you already know there’s no shortage of competition. While the entertainment industry grabs most of the spotlight, it’s the service-based businesses — HVAC companies, mental health clinics, chefs, authors, and more — that keep the city running day in and day out. But staying visible online can be a challenge, especially when Google updates its algorithm.

At The AD Leaf Marketing Firm, we’ve worked with Las Vegas businesses to not only weather those changes but use them as an opportunity to grow. The secret? Consistently building helpful, trustworthy content in line with Google’s recommendations and making sure your site is set up to turn visitors into customers.

Step 1: Make Your Services Crystal Clear

One thing we see often is a website that doesn’t clearly explain what the business actually offers. Potential customers don’t want to dig — they want answers fast. A mental health clinic, for example, should have dedicated pages for each type of therapy offered, with clear explanations, benefits, and answers to common questions. This makes it easier for both people and search engines to understand your business.

Step 2: Identify What Sets You Apart

Not every business owner knows how to talk about their differentiators. That’s where we come in. Through our discovery process, we ask the right questions to uncover what makes you unique — whether it’s your service guarantee, your years of experience, or a particular way you help customers feel at ease. We then highlight those points in your site content so they stand out in search results and in the customer’s mind.

Step 3: Focus on Local Visibility

For most Las Vegas service businesses, it’s more valuable to rank for local searches like “HVAC repair Summerlin” or “Las Vegas family therapy” than to chase high-competition, broad terms. That’s why we base our recommendations on actual keyword research, targeting the searches that matter most to the customers you want to reach.

Step 4: Improve What You Already Have

You might already have a decent amount of content — it just needs a tune-up. We’ve seen great results from reorganizing site structure, improving internal links between related pages, and tightening up the user experience. For example, the mental health clinic we worked with saw a 53% increase in active users from organic search in June 2025 compared to the year before after we optimized their content and improved navigation.

Step 5: Diversify Your Marketing Channels

While SEO should be a key part of your strategy, it’s smart to have other channels working for you, too. Paid ads, social media, and local community platforms can all bring in valuable leads. One local HVAC company we worked with brought in $68,000 in revenue from Nextdoor ads. A well-rounded marketing plan can deliver impressive results and also helps protect your business if search traffic dips temporarily after an algorithm update.

Step 6: Keep the End Goal in Sight — Conversions

Traffic alone won’t grow your business if visitors don’t take action. Whether it’s booking an appointment, filling out a form, or calling you directly, your website should make that next step easy. We’ve seen firsthand how better calls-to-action and simplified contact forms can lift conversion rates and make your SEO work harder for you.

The Bottom Line

Google’s algorithm changes may feel unpredictable, but if your site clearly communicates your services, emphasizes what makes you unique, and delivers a great experience for local visitors, you can keep growing no matter what.

When you’re ready for a partner to help with that — from keyword research and content strategy to technical SEO and beyond — The AD Leaf Marketing Firm is here in Las Vegas to work with you every step of the way.