07/15/2026
This morning I audited one of the most valuable health insurance searches in Miami.
What caught my attention wasn’t who ranked first. It was how little evidence Google could actually verify about the businesses being shown.
These were established companies with years of experience, real teams, and satisfied clients. Yet much of that experience was essentially invisible online.
The more time I spend evaluating YMYL businesses, the more I realize that expertise and verifiable expertise are not the same thing.
And Google can only evaluate one of them.
A business may have an excellent reputation with its customers, but if that credibility cannot be verified online, search engines and AI systems have very little to work with.
Would your business look as credible through Google’s eyes as it does through your customers’?