Google has become a household name and a dominant search engine that most people use to find what they need online. As a business owner, it is important to understand how search engine optimization (SEO) works and how it can affect your business’s visibility on search engine results pages (SERPs). One particular update that has affected local SEO is the Google Possum update, which was launched in 2016.

What is Google Possum?

The Google Possum update is an algorithm update that impacted local search results. The update aimed to filter out spammy listings and increase the accuracy of search results by making the algorithm more sensitive to local search queries. It also aimed to diversify the search results and give more visibility to businesses that are located outside of the city center or in smaller towns.

How Does Google Possum Affect Local SEO?

The Google Possum update has made it harder for businesses that have a virtual office or a shared workspace to rank for local searches. Before the update, businesses could create a listing with an address in a city center, even if they didn’t have a physical location there. This practice was used to rank higher in local search results. However, the Google Possum update has made it difficult for these types of businesses to rank higher.

The update has also made it easier for businesses with a physical location outside of the city center to rank higher in local search results. For example, if a business is located in a smaller town outside of a major city, it has a higher chance of ranking for local search queries related to that town.

How to Optimize for Google Possum

There are several ways to optimize your business for the Google Possum update. Here are some tips:

1. Optimize Your Google My Business Listing

Make sure that your Google My Business (GMB) listing is optimized with accurate and up-to-date information. This includes your business name, address, phone number, website, business hours, and category. Also, make sure that your listing is verified and that you have claimed your business on Google Maps.

2. Focus on Local Content

Create content that is relevant to your local area. This can include blog posts, videos, or social media content that highlights local events or landmarks. By creating local content, you can show Google that your business is relevant to the local area and increase your chances of ranking higher in local search results.

3. Build Local Citations

A citation is a mention of your business name, address, and phone number on another website. Building local citations on high-quality directories can help improve your visibility in local search results. Make sure that the information is consistent across all citations and that they are relevant to your business’s location.

4. Encourage Positive Reviews

Positive reviews can improve your business’s reputation and increase your chances of ranking higher in local search results. Encourage your customers to leave reviews on your GMB listing or other review sites. Respond to all reviews, whether positive or negative, in a timely and professional manner.

Conclusion

The Google Possum update has had a significant impact on local SEO, and businesses need to understand how it works and how to optimize their online presence accordingly. By optimizing your Google My Business listing, creating local content, building local citations, and encouraging positive reviews, you can improve your chances.