How will Google Possum Algorithm change local SEO
Category : SEO News
The latest algorithm update, called by SEO experts s Possum algorithm affects the local search and appearance of the business listing. The ranking of 3 pack and local results are affected by the algorithm.
Many local businesses that have an office address outside the main city but found it difficult to get ranked in the searches. The Possum update is going to boost the local rankings of these businesses. This is good for the businesses as they can now get listed for the keywords including the city name for their services though they are having their physical address outside the city.
Google filters the results of the businesses with the same domain name or phone number. It only shows one or two search results. The latest Possum update is now filtering more such businesses. Now any business can not show up in the search results if they are located in the same building or if the owner is the same even if the business names are different etc.
The Google Possum update made the local search result filtering more sophisticated. There is no need to worry about dropping of local rankings as the update is not going to hurt the rankings. The rankings actually will go up organically for competitive keywords.
Separation between local and organic search
Local and organic search are drifting apart with the latest update. For example, in the past if the URL you were linking to in your GMB listing was filtered organically, it would have had a negative impact. Since the update, this no longer seems to be the case.
Many local businesses will likely see positive results from this, while businesses without a local market might face some competition for rankings.
Location and affiliation
Google is now filtering based on address and affiliation. For businesses that fall outside city limits, ranking for keywords that included that city name was difficult. Since Possum, these businesses have seen a huge spike in rankings.
Conversely, this may cause rankings to drop for clients with one main GMB listing and several affiliated GMB listings.
For example, we have a client who owns a clinic with a primary location, but has separate GMB listings for individual doctors. Google isn’t necessarily removing the listing or enforcing a penalty, but is simply picking the most relevant listing and filtering out the others that are too similar – in some cases, Google is suspected to be going as far as to find an affiliation by owner, even if addresses, phone numbers, websites and Google accounts are separate.
These listing haven’t disappeared, and can be viewed by zooming in further on the local finder.
The location of the user
If you’re searching from a different physical location other than that of the business, you’re likely going to encounter a completely different result. As a general rule of Possum: the further the distance, the lower the ranking. This is unsurprising as many local businesses are looking to optimize for “near me” searches, which doubled from 2014 to 2015.
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