In September 2016, Google rolled out a significant algorithm update known as “Possum.” This update was primarily aimed at enhancing local search results and improving the way local businesses are filtered and ranked in the search engine results pages (SERPs).
What is the Possum Update?
Named by the SEO community, the Possum update had a notable impact on local SEO strategies. In this comprehensive guide, we’ll delve into the intricacies of the Possum update, its effects, and how businesses can adapt to maintain or improve their local search rankings.
The Possum update was designed to refine Google’s local search algorithm. It primarily affected the local pack and local finder results.
The local pack, also known as the “3-pack,” is the list of three local businesses that appear at the top of Google’s search results when users perform location-specific searches. The local finder is the expanded view that users can access by clicking on “More places” at the bottom of the local pack.
Understand how Google penguin link update aimed at reducing webspam and used its strategy to build links.
Key Changes Introduced by Possum
Improved Filtering of Duplicate Listings: Before Possum, businesses with similar addresses (like those in the same building or complex) often faced issues where only one listing would appear in the local pack, while others would be filtered out.
Possum made this filtering more sophisticated, allowing multiple businesses in the same location to appear in search results as long as they have distinct services.
1. Proximity to Searcher’s Location
The update placed greater emphasis on the searcher’s location when displaying local results. Businesses closer to the searcher’s physical location were more likely to appear in the local pack.
This change aimed to provide more relevant and geographically convenient results to users.
2. Address Variations and Filtering: Possum refined how Google interprets slight variations in addresses. For example, businesses with addresses that slightly differ (like “123 Main St” versus “123 Main Street”) were no longer as likely to be filtered out as duplicates, allowing more nuanced and accurate local search results.
3. Impact on Businesses Outside City Limits: Businesses located just outside the physical boundaries of a city experienced a positive impact. Previously, these businesses struggled to rank for keywords including the city name.
Post-Possum, Google became more adept at understanding and including these businesses in relevant local searches.
4. Greater Emphasis on Keyword Variations: The update also made Google more sensitive to slight variations in search terms. For instance, the results for “dentist near me” and “dentists near me” might differ slightly, allowing for more tailored and precise local search results.
Take a brief knowledge on how caffeine search update speed up its search results.
The Impact of Possum on Local SEO
The Possum update brought both challenges and opportunities for businesses focusing on local SEO. Understanding these impacts is crucial for adapting strategies and maintaining strong local visibility.
- Increased Competition: With improved filtering and inclusion of businesses outside city limits, competition in the local pack intensified. Businesses had to refine their SEO strategies to stand out amidst a larger pool of competitors.
- Location-Specific Strategies: Given the update’s emphasis on the searcher’s location, businesses needed to optimize their listings and content to target specific geographic areas more precisely. This included using location-based keywords and ensuring accurate and consistent NAP (Name, Address, Phone Number) information across all platforms.
- Enhanced Importance of Reviews and Ratings: As competition increased, customer reviews and ratings became even more critical. Positive reviews and high ratings could significantly influence a business’s position in the local pack.
- Focus on Unique Offerings: To avoid being filtered out, businesses with similar services or addresses needed to highlight unique offerings or differentiators. This differentiation helped them stand out in the local pack and avoid being seen as duplicates.
Adapting to the Possum Update
To thrive in the post-Possum local search landscape, businesses should consider the following strategies:
- Optimize Google My Business (GMB) Listings: Ensure that your GMB listing is complete, accurate, and regularly updated. Use relevant keywords in your business description and services, and encourage satisfied customers to leave positive reviews.
- Target Local Keywords:
Conduct thorough keyword research to identify local search terms that potential customers use. Incorporate these keywords naturally into your website content, meta descriptions, and GMB listing.
- Leverage Local Backlinks: Build high-quality backlinks from local websites, directories, and community organizations. Local backlinks can boost your authority and relevance in specific geographic areas.
- Monitor and Adapt: Regularly track your local search rankings and analyze the performance of your local SEO efforts. Use tools like Google Analytics and GMB insights to understand what’s working and where improvements are needed.
- Engage with the Community: Participate in local events, sponsor community activities, and engage with local audiences on social media. Building a strong local presence can enhance your reputation and visibility in local searches.
Take a look on how Google pigeon update enhanced its local search results.
Conclusion
The Possum update marked a significant shift in local SEO, emphasizing the importance of proximity, unique offerings, and accurate listings. By understanding and adapting to these changes, businesses can improve their local search visibility and attract more local customers.
Stay proactive in optimizing your local SEO strategy to navigate the evolving landscape of Google’s search algorithms successfully.
Also read:
