Understanding the Impact of Google’s Possum Update on Local SEO
As a digital marketer, it’s crucial to stay up-to-date with the latest algorithm updates from search engines. One such update that has significantly affected local SEO is Google’s Possum update. In this article, we will delve into the details of this update and understand its impact on local search engine optimization.
Introduction to Google’s Possum Update
Introduced in September 2016, Google’s Possum update aimed to provide more accurate and diverse search results for local queries. This update primarily affected the local pack and local finder results on Google’s search engine results pages (SERPs).
Before the Possum update, businesses located outside the physical city limits often struggled to rank well for local queries. However, with this update, Google became more sophisticated in filtering and ranking local results, making it easier for businesses located just outside the city to appear in local search results.
Key Changes Implemented by Google’s Possum Update
Google’s Possum update introduced several key changes that digital marketers need to be aware of:
- Increased Filtering: The Possum update enhanced Google’s filtering process, ensuring that similar businesses located in close proximity to each other do not dominate the local search results. This means that if your business shares a building with another business offering similar services, both businesses now have a higher chance of appearing in local search results.
- Physical Location Impact: The update also emphasized the physical location of the searcher. This means that search results can vary depending on the location of the person searching. For example, if someone searches for “coffee shop” in New York City, they will receive different results compared to someone searching from Los Angeles.
- Address and Affiliation Importance: With the Possum update, Google started considering the address and affiliation of a business more significantly. This means that businesses located in the same building but with different addresses or affiliations are more likely to appear separately in local search results.
- Greater SERP Diversity: The Possum update aimed to provide users with a wider range of local search results. This means that businesses located outside the city center or in less competitive areas now have better chances of appearing in local search results.
Strategies to Adapt to the Possum Update
Considering the impact of Google’s Possum update on local SEO, it’s essential to adjust your strategies accordingly. Here are a few strategies to help you adapt:
- Optimize Google My Business: Ensure your Google My Business listing is complete and accurate. Provide up-to-date information, including your address, phone number, website, and business category. Regularly monitor and respond to reviews on your listing.
- Focus on Local Keywords: Optimize your website and content for local keywords. Conduct thorough keyword research to identify relevant local search terms and incorporate them naturally into your website copy, meta tags, and headings.
- Build Local Citations: Strengthen your online presence by building local citations. Submit your business information to reputable online directories and listings specific to your location and industry. Ensure consistency in your business name, address, and phone number across all platforms.
- Create Location-Specific Landing Pages: If you have multiple locations, create dedicated landing pages for each one. Optimize these pages with location-specific keywords, unique content, and testimonials from local customers.
- Encourage Customer Reviews: Positive reviews play a critical role in local SEO. Encourage your customers to leave reviews on Google and other relevant platforms. Respond to reviews, both positive and negative, to show engagement and build trust.
- Utilize Schema Markup: Implement schema markup on your website to provide search engines with structured data about your business. This can improve your chances of appearing in rich snippets and local search results.
- Local Link Building: Build relationships with local influencers, organizations, and businesses to earn relevant backlinks. Focus on obtaining links from local websites and directories to boost your local SEO efforts.
Measuring the Impact of Google’s Possum Update
Tracking and measuring the impact of the Possum update on your local SEO efforts is essential. Here are a few metrics to monitor:
- Keyword Rankings: Regularly check your rankings for local keywords to identify any fluctuations or improvements.
- Local Pack Visibility: Monitor the appearance of your business in the local pack and local finder results to gauge your visibility in local search results.
- Website Traffic: Analyze your website traffic, focusing on organic traffic from local sources. Look for any significant changes in the number of local visitors to your site.
- Google My Business Insights: Utilize the insights provided by Google My Business to understand how consumers are finding and interacting with your business.
- Conversion Rates: Assess the conversion rates of your local landing pages to determine the impact of the Possum update on your local lead generation efforts.
Summary and Suggestions
In conclusion, Google’s Possum update has significantly impacted local SEO, providing more accurate and diverse search results for local queries. By understanding the key changes implemented by this update and adapting your strategies accordingly, you can improve your local search visibility and drive more targeted traffic to your business. Stay proactive, monitor the relevant metrics, and make necessary adjustments to stay ahead in the constantly evolving world of SEO.
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