Do Two New Partnerships Signal A Change In How Google Addresses User Needs? (Updated For 2025)

Google & Angi (Formerly HomeAdvisor):
What Their Partnership Means For You

Back in 2015, Google announced a partnership with HomeAdvisor, sparking discussion in the service contractor community. This partnership allowed homeowners to book home services directly through Google.

Since then, HomeAdvisor has undergone a significant transformation. Following its acquisition of Angie’s List in 2017, HomeAdvisor was rebranded under the name Angi, and continues to play a major role in the home services industry today.

Although the name has changed, this partnership and its impact remain just as important in 2025. Let’s explore 3 ways it impacts your business today.

Does This Partnership Affect Google Search Results?

When the partnership was first announced, many worried it would drastically change how Google search results worked, especially for service businesses. However, it’s important to note that this partnership primarily affects the Google Business Profile (formerly known as Google My Business).

This means that service contractors who rely on tools to improve their local SEO can still be found in search results.

The focus has now evolved to Google’s E-E-A-T criteria—Experience, Expertise, Authority, and Trust. The addition of Experience emphasizes the value of showcasing real-world interactions, such as customer reviews, testimonials, and examples of work, which can help your business rank higher in search results.

What’s Changed Since 2015?

One of the most significant changes since 2015 is the rise of the “local on-demand economy” (LODE).

Companies like Angi (formerly HomeAdvisor), Thumbtack, and Amazon Services have emerged as intermediaries between homeowners and contractors. These platforms allow customers to book services directly through their websites and apps, which simplifies the process for homeowners but also shifts control of the customer relationship to these third-party platforms.

For service contractors, this shift means adapting to a world where leads often come from these platforms. Smaller businesses that don’t provide excellent service may find themselves reliant on these transactional engines, while businesses that excel at customer service can still build lasting relationships outside of these platforms.

What Can You Do to Thrive in 2025?

While platforms like Angi and Google’s partnership offer convenience, building a strong brand and providing exceptional service remain the keys to long-term success. Here’s what service contractors should focus on to stay competitive:

• Deliver outstanding service: Your best marketing tool is excellent customer service. Happy customers will return and refer others, whether or not you use third-party platforms.
• Strengthen your digital presence: Invest in your website, SEO, and local listings. Being present where your customers are researching online is crucial.
• Maintain customer relationships: Stay in touch with your customers through follow-ups, newsletters, or loyalty programs. Don’t let third-party platforms take over your customer relationships.
• Leverage new tools: Take advantage of Google’s tools like Google Business Profile to reach potential customers. Keep your profile updated with the latest offers, services, and reviews.

In short, the future of home services is evolving, but it doesn’t have to be intimidating. Focus on delivering quality work, building your digital presence, and keeping customers happy, and you’ll thrive in the years to come.

This article is an update to a post originally published in 2015.

Defining And Measuring SEO Success » « 4 Affordable ServiceTitan Alternatives