The "Google Possum" update refers to a significant algorithm update that Google rolled out in September 2016. This update primarily impacted local search results, affecting how businesses were ranked and displayed in Google's local pack and Google Maps results. Here are some key points about the Google Possum update and its impact on local rankings:
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Filtering of Similar Businesses: One of the primary changes introduced by the Possum update was the filtering of similar businesses in local search results. Previously, businesses that were located close to each other or had similar names or categories might have been filtered out of search results. This filtering helped prevent spammy or low-quality listings from dominating local search results.
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Increased Local Ranking Variability: After the Possum update, many businesses noticed increased variability in their local rankings. This meant that a business might rank differently in local search results depending on factors such as the user's location, search query, and device type. As a result, businesses needed to focus on optimizing their local SEO efforts to improve their chances of appearing in relevant local searches.
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Greater Emphasis on Location Relevance: The Possum update placed a greater emphasis on the location relevance of businesses in local search results. Businesses that were located closer to the user's location or had more accurate and consistent location information were more likely to appear in local search results. This underscored the importance of having complete and accurate business listings on platforms like Google My Business.
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Impact on Organic Rankings: While the Possum update primarily affected local search results, it also had some impact on organic search rankings. Businesses that improved their local SEO efforts and appeared more prominently in local search results often saw corresponding improvements in their organic search rankings as well.
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Continuous Algorithm Updates: Like other Google algorithm updates, the Possum update was not a one-time event but part of Google's ongoing efforts to improve search quality and relevance. Businesses need to stay informed about changes to Google's algorithms and adapt their SEO strategies accordingly to maintain and improve their online visibility.
Overall, the Google Possum update had a significant impact on local search results, requiring businesses to focus on optimizing their local SEO efforts to improve their visibility in local search results. By staying informed about algorithm updates and implementing best practices for local SEO, businesses can improve their local rankings and attract more customers in their target area.
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