What Is Talk About How You Plan to Improve Your Website and Why It Matters for Agencies

When Google asks businesses "How do you plan to improve your website?", it's probing for something deeper than technical roadmaps. This is part of Google's Business Profile assessment, particularly relevant for local SEO and business verification. The question targets your strategic thinking about user experience, content quality, site performance, and ongoing optimization. For agencies, understanding how your clients answer this question—and helping them articulate a credible answer—directly impacts their local search visibility and Google's trust signals. Google wants to see that businesses aren't stagnant; they're actively thinking about how to serve users better. This signals legitimacy and competence, which factors into local search rankings and the overall trustworthiness of their online presence.

For SEO agencies specifically, this matters because it's a touchpoint where you can differentiate your value and demonstrate strategic thinking to clients. Many businesses either leave this field blank or give generic responses like "we'll update content sometimes." Your job is to help them articulate a concrete, measurable plan that aligns with their business goals and user needs. When you position yourself as the strategist behind their website improvements, you're not just fixing technical issues—you're building long-term optimization frameworks. This becomes part of your pitch, your case studies, and your retained client relationships. A client who sees you mapping out a 12-month improvement strategy that includes UX enhancements, content expansion, performance optimization, and mobile responsiveness views you differently than one who just fixes problems reactively.

Practically, use this field to document and communicate your improvement roadmap. Rather than vague statements, be specific: "We're implementing structured data markup for product pages to improve rich snippet eligibility, redesigning the checkout process based on user testing data, and adding an FAQ section targeting long-tail queries in our category." This gives Google concrete signals that the business is thoughtfully evolving. For your agency, create a template that clients can use—one that ties improvements to both business outcomes and user experience. This template becomes a project management tool and a communication device with the client. Include timelines, success metrics, and the reasoning behind each improvement.

Include this field in your client onboarding documentation and quarterly business reviews. When you're discussing progress with clients, reference how specific improvements you've completed fulfill the improvement plan you outlined. This creates accountability, shows progress, and reinforces that you're executing a strategy rather than doing random optimization work. Document these improvements in your case studies too—showing before-and-after metrics alongside the specific improvements you implemented demonstrates that your strategic planning produces real results.