The main point of Possum update was to diversify the local results for which they have filtered the Google results. Another purpose is to prevent the ranking of spam.
Let’s see in brief, which filters Google has applied for local searches and how!
· Businesses that Fall Outside of the Physical City Limits Saw a Huge Increase in Ranking
In this case, if a business is physically located outside official city limits they have hard time ranking for any keywords that include that city name. Google Maps technically don’t consider these businesses into a city. Companies in a Census-Designated Place (CDP) are also experiencing difficulty to obtain high SERP in local organic search results. Whereas businesses which were previously low in search results are seeing higher rankings due to this Possum algorithm update.
· Google is now Filtering Based on Address and Affiliation
With this recent Google update, businesses with the same street addresses which are in same category will be filtered. That means if two personal injury attorneys are in the same office building but different suites, only one might appear in the Google results.
It shows that Google has become little more sophisticated than just looking at the address you enter in Google My Business (GMB). Google is working much like the organic filter, which considers the best and most relevant pages while filters out too similar listings.
· The Physical Location of the Searcher has become Quite Important than It was Earlier
If your business is in Texas and if you search anything related to that business from the Texas itself, you will get the results on top. Whereas if you search for the same keyword from some other place, for example Alabama then you will find results on relatively lower position.
So, while tracking a ranking, setting a searcher location to the right city has become more important with this Possum update. There are various tools to do so and BrightLocal is one of them.
· If There is Slight Variation in the Searched Keyword, Results will Vary More
Even the similar keywords just with the addition of state abbreviation will show a lot more fluctuation. Earlier, if you would have searched for “Los Angeles Chiropractor” or “Chiropractor Los Angeles” or “Chiropractor Los Angeles CA”, you would see the somewhat similar results. But the scenario has changed with the current update.
· The Local Filter Seems to be Running more Independently from the Organic Filter
Since the update, many businesses have achieved a very high rank for competitive terms that are linking to pages that are filtered organically. Not to mention, Google is smart enough to realize two different sites.
So, how this Google’s Possum update has affected your business, positively or negatively? You can share it over here.
This blog is originally published on SEOGDK.