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Google Possum

Google Possum is the name given to a major update to Google’s local search algorithm that was released on September 1, 2016. This update significantly changed how local search results were filtered and ranked, particularly for businesses targeting local customers. The name “Possum” comes from the idea that some businesses that seemed to disappear from search results were not actually removed—they were just filtered out, like a possum playing dead.

Key Features of Google Possum:

  • Local Search Focus: It primarily affected local search results, such as Google’s “Local Pack” (the map and business listings that appear for local queries).
  • Filtering Changes: It introduced stronger filters to reduce duplicate or spammy listings in local results.
  • Location Sensitivity: It made search results more dependent on the searcher’s physical location.
  • Diverse Results: It increased the variety of businesses shown in local search results, even if they were outside the exact city limits.

Why Was Google Possum Important?

  1. Improved Local Results: It helped reduce spam and duplicate listings, making local search results more relevant and trustworthy.
  2. Location Matters More: Searchers saw results based on their proximity to businesses, even if those businesses were technically in a nearby city.
  3. Leveled the Playing Field: Businesses outside city limits or in less central areas had a better chance of appearing in local results.
  4. Impact on SEO: It forced businesses to rethink their local SEO strategies, especially regarding location and relevance.

How Did Google Possum Change Local Search?

  1. Stronger Filters: Google applied stricter filters to remove duplicate listings, such as businesses with the same address or phone number.
  2. Proximity Boost: The searcher’s location became a stronger ranking factor, meaning businesses closer to the user had a better chance of appearing.
  3. Broader Geographic Reach: Businesses near but not within a city’s boundaries could still rank for local queries in that city.
  4. Query Variations: Slight changes in search terms (e.g., “dentist in New York” vs. “dentist near New York”) could produce different results.

How Businesses Adapted to Google Possum

  1. Optimized Google My Business Listings: Businesses ensured their listings were accurate, complete, and free of duplicates.
  2. Focused on Local SEO: They improved local signals, such as reviews, citations, and location-specific keywords.
  3. Targeted Nearby Areas: Businesses outside city limits targeted nearby cities in their SEO efforts.
  4. Monitored Performance: They used tools like Google Analytics and Google My Business to track changes in local search visibility.

Summary

  • Definition: Google Possum was a 2016 update to Google’s local search algorithm that changed how local results were filtered and ranked.
  • Purpose: It improved the relevance and accuracy of local search results by reducing spam and emphasizing location.
  • Key Changes: Stronger filters, proximity-based rankings, broader geographic reach, and sensitivity to query variations.
  • Adaptation Tips: Optimize Google My Business listings, focus on local SEO, target nearby areas, and monitor performance.
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