Are you desolated by Google’s Possum Update?
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Unlike previous updates which seek to improve users experience, Pigeon's core focus was on improving local search result. This ties with the idea of making local searches similar to organic search ranking by utilizing knowledge graph, spelling correction, and synonyms, among others (in short, behind-the-scene changes). Google also announced that this update rooted to improve the ranking parameters for distance and local queries. Possum is an update for Google’s local search rankings algorithm. It decides when businesses will show up in local search results, sometimes filtering business listings out of search results. This means that some local businesses might not always appear for the same search. The main aim is to alter local results and to avoid spam in Google's result. The update will filter out similar listings for an industry and location in the same way it would normally filter out a business’s second listing. This would happen if you have more than one Google My Business page, or if your listing was duplicated because of a change of name, address and phone number.
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Significance of Physical Location Google will now consider your physical location rather than other locations. For example, if you are situated in Bangalore and you are searching for ‘SEO providers in Pune’, your search will include more of SEO providers In Bangalore than in Pune.
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Google Local Filter Guidelines With the new Possum update, businesses with the same street addresses and industry will be filtered. For example, if there are two companies who provide the same services and are situated in the same building , only one might appear in the search engine result page.
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Businesses owned by the same company If an SEO company had two offices in the same city, one of them would be filtered out. That is because they are owned by the same company and have common information on them like company name, phone number, website or email address.
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Listings will include businesses that are located on outskirts of a city Earlier, when a user searched for something the results were quite restricted and showed results from a specific area. With Google’s new update it shows a larger area than the area a search was done in. For example, before this update if someone searched for ‘SEO Companies in Pune’ it used to show restricted results in that area. But now, it will not only show areas around search location, but also cities or towns that are situated close by.
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Uncertainty in similar search results There is a vast difference seen in slight keyword variations. Previously, you would see quite similar results if you typed ‘Best SEO Company in Pune’ or SEO Company in Pune or ‘SEO service providers in Pune.’ Since the update a lot of fluctuations have been seen between similar keywords.
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After this update businesses may find changes in Google’s organic search results and loss of visibility within local areas. These may be some reasons that your business may show on local search. Appropinquity of a searcher – People searching near the business are likely to see your company. Lifespan of a listing till date – Listings that have been around for a longer time have a high ranking power. Organic ranking - Businesses that have higher organic ranks do well in the local search results. Identical listings - Businesses that have a number of listings may be filtered or suppressed.
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