What is Google Possum?
Google Possum is the nickname given by the local search community to the algorithm update released by Google in early September 2016. This update primarily targeted local search results and aimed to combat the rampant spam in Google Maps and Local Finder.
Purpose of Google Possum
The main goal of the Google Possum update was to improve the quality of local search results by filtering out spammy listings and providing more accurate, relevant results to users. It introduced several changes to how local search results are ranked and displayed.
Key Changes Introduced by Google Possum
- Address Filtering: One of the significant changes was the filtering of listings based on their physical address. Businesses with similar addresses, such as those in the same building, experienced more variation in search results, reducing redundancy.
- Proximity to Searcher: The update gave more weight to the searcher's location. Businesses closer to the searcher gained prominence in local search results, making the results more relevant based on geographical proximity.
- Increased Diversity: By filtering out duplicate listings and businesses with similar addresses, Possum increased the diversity of local search results. This allowed more businesses to appear in search results, especially those slightly outside the immediate city limits.
- Keyword and Location Variations: The algorithm made local search results more sensitive to slight variations in search queries. This meant that small changes in keywords or locations could produce different search results, providing a broader range of relevant options.
Impact on Local SEO
Google Possum had several implications for local SEO:
- Improved Quality: By filtering out spam and redundant listings, the quality of local search results improved, offering users more accurate and useful information.
- Greater Competition: Businesses outside the immediate city center had a better chance of appearing in local search results, increasing competition and visibility for a wider range of businesses.
- Location-Specific SEO: The update emphasized the importance of location-specific SEO strategies. Businesses needed to optimize their listings and content for local search terms and ensure accurate, consistent address information.
- Monitoring Changes: SEO professionals had to pay closer attention to changes in local search rankings, as small variations in search queries could lead to different results.
Conclusion
Google Possum was a significant update aimed at improving the quality of local search results by combating spam and increasing the diversity of listings. It highlighted the importance of accurate location data and proximity in local SEO, encouraging businesses to adopt more refined and location-specific SEO strategies.
