As of September 1, 2016, Google has been utilizing a new algorithm that affected local search results for Google Maps, Google Places, and the Map Pack, better known as the 3-Pack for the listings within Google Maps. This new algorithm update is known as Google Possum and should not be overlooked. The idea is to provide more accuracy within the local search results, making the results much more targeted to the actual user search terms. For users and businesses it is seen as a helpful change that allows businesses to target their intended users and users to find their intended results.
The Why
Google makes its money from its businesses. Therefore, if businesses are not making money, Google is not making money. Many businesses outside the city limits were complaining that no matter what they did, under the old platform, they would never come up in the first 10 within search engine results, even if they paid for their advertising. Unless they were within a major metropolitan city limit, they were not going to have high internet traffic. Furthermore, users were finding it difficult to find the businesses that could help them without having to travel further than desired. It was lose-lose.
The Changes
Google worked hard to find some answers that could make everyone a bit happier. First, the new algorithm pinpoints where the user is sitting at the time he or she is using the search engine. ¼ of a mile can make a huge difference regarding the ranking of your business now that this search is targeted to the location of the user. Another change is the keyword variation. Possum analyzes the order of your keywords in addition to the actual keywords. Websites are now required to tailor to phrases as opposed to just words.
The entire idea of this new rollout is to create a more level playing field among competitors. Therefore, Possum is also utilizing addresses to filter out results. Duplicate results are now determined by the domain name, phone number, and physical addresses. This mean buying several domain names for one business location will no longer aid in your SEO.
Finally, Google changed its search parameters to include places outside of city limits and added to local search algorithms (one for the 3pack and one for Google search results). Now people are able to search for more targeted marketing that also allows the small business in the suburbs to compete with the large corporation in the city (only 5 miles away).
This new algorithm requires updates to your website, Google accounts, and overall SEO content. In order to stay relevant and continue to be seen in the internet marketplace, it is important to make the appropriate changes sooner rather than later. To learn more about how your website can stay current and work within this new Google Possum algorithm, contact the experts at Skol Marketing at (612) 787-7565. Otherwise, you may be left in the dust and notice a complete downturn in your website marketing ROI.
