Launched in September 2016, the Google Possum Update brought significant changes to local search results. This update aimed to refine the accuracy of local rankings, particularly for businesses in close geographic proximity. It also introduced advanced filtering to prevent duplicate or spammy listings from dominating local search results.

Key Features of the Possum Update

1. Proximity Filtering:
   • Businesses located near one another (or at the same address) experienced stricter filtering.
   • Google would rank one listing over another if they were perceived as too similar, ensuring diversity in search results.
2. Searcher’s Location Matters More:
   • The user’s physical location became a stronger ranking factor, providing highly localized results.
   • For example, searching for “lawyers near me” produced different results based on the searcher’s precise location, even within the same city.
3. Address Inclusion for Suburban Businesses:
   • Businesses outside city limits saw improved visibility in local searches. Previously excluded suburban listings were now considered more relevant.
4. Keyword Variations Impact Rankings:
   • Slight changes in search terms (e.g., “lawyer” vs. “attorney”) produced varied results, encouraging businesses to optimize for diverse keywords.

Impacts of the Possum Update

Positive Impacts:

• Improved Visibility for Suburban Businesses: Companies outside city centers gained better exposure in local search results.
• Reduced Duplicate Listings: The filtering ensured that businesses with multiple listings didn’t dominate local search.

Negative Impacts:

• Increased Competition: Businesses in dense areas faced tougher competition due to proximity filtering.
• Complex Rankings: Minor keyword differences and location nuances made rankings less predictable.

How to Optimize for the Possum Update

1. Ensure Accurate Google My Business (GMB) Details:
   • Keep your business name, address, and phone number (NAP) consistent across all platforms.
2. Leverage Location-Based Keywords:
   • Optimize your content for different keyword variations and local phrases to capture diverse search queries.
3. Encourage Customer Reviews:
   • Positive reviews boost credibility and can help your listing stand out.
4. Target Nearby Neighborhoods:
   • Use location-specific pages or blog posts to attract customers from surrounding areas.
5. Focus on Unique Value:
   • Highlight what differentiates your business to reduce the risk of filtering out due to similarity.

 

The Google Possum Update refined local search by filtering duplicate or similar listings, prioritizing user location, and improving visibility for suburban businesses. For local SEO success post-Possum, businesses should focus on:

• Optimizing Google My Business profiles.
• Using diverse keywords.
• Targeting a wider geographic audience.