In 2016, Google introduced a significant update to its local search algorithm known as the Possum update. This change had a profound impact on how local businesses appeared in search results, particularly within Google Maps and the local "3-pack" of listings. The Possum update followed the 2014 Pigeon update and continued Google’s efforts to refine and improve the accuracy of local search results. The primary goal was to enhance user experience by delivering more relevant local results based on geographic proximity and user intent.
The implications of the Possum update were far-reaching. Businesses found themselves needing to re-evaluate their local SEO strategies to adapt to the new algorithmic landscape. The update introduced new ranking behaviors such as location-based filtering, greater emphasis on proximity, and stricter handling of duplicate listings. These changes required businesses to focus more on accurate and consistent information across platforms, particularly regarding their physical locations and service areas.
In the following sections, we will explore the key changes introduced by the Possum update and how they have affected the strategies businesses use to optimize their local presence. We will examine the impact of user location on search results, the evolution of keyword usage, the handling of business proximity to city limits, and the new algorithmic approach to local results. Additionally, we will discuss the importance of maintaining accurate NAP (Name, Address, Phone Number) information and how businesses can align their local SEO efforts with these updates to remain competitive.
Impact of User Location on Local Search Results
One of the most notable changes introduced by the Possum update was the increased emphasis on the physical location of the user when determining local search results. Prior to this update, local search results were often consistent across users, regardless of where the search was conducted from. However, with Possum, Google began tailoring local results more precisely to the geographic location of the user.
This shift meant that a user searching for a service or product from a mobile device would receive results based on their GPS location, while a desktop user would be served results based on their IP address location. This level of personalization improved the relevance of local search results, but it also created a more fragmented landscape for businesses. A business located in one city might rank highly for a local searcher but appear lower for someone only a few miles away, depending on how Google interpreted the proximity.
For local businesses, this change required a more nuanced approach to SEO. Businesses could no longer rely solely on a single optimized listing; instead, they had to ensure that their presence was visible and relevant to users in their immediate geographic area. This led to an increased focus on location-based keywords, geo-targeted content, and localized directory listings to improve visibility in the local search ecosystem.
Changes in Keyword Usage and Search Result Behavior
The Possum update also influenced how Google processed keyword variation in local search queries. Previously, slight changes in keyword order or phrasing might not have significantly affected the results. However, with the new algorithm, even minor variations in keyword usage could lead to different search results.
For example, a search for “lawyers Fargo” might yield a different set of results than “Fargo lawyers” or “lawyers Fargo, ND.” This behavior indicated that Google was placing greater emphasis on the exact structure and intent of the query. This shift required businesses to optimize for a wider range of keyword variations and to ensure that their website content, meta tags, and directory listings included diverse phrasing that reflected how users might search for their services.
This change also reinforced the importance of long-tail keywords and natural language queries, especially as voice search began to gain traction. Businesses had to adapt their on-page SEO strategies to align with how users were actually searching, rather than relying on generic keyword stuffing. The update also underscored the need for businesses to audit their existing content and directory listings for keyword consistency and relevance.
Handling of Business Proximity to City Limits
Another key aspect of the Possum update was how Google handled the location of businesses relative to city limits. Before the update, businesses located just outside a city’s boundary might have struggled to appear in local search results for that city. The Possum update changed this by allowing businesses operating in neighboring areas to be included in local results if they served the nearby city.
For example, a business located in a suburb just outside a major city could now be listed in the local map pack for searches conducted within that city, provided they were offering services to the area. This was a significant change for businesses that served multiple locations or operated just outside of traditional city boundaries. It allowed them to expand their reach and compete for local visibility in adjacent markets.
However, this change also introduced a new challenge: ensuring that the business’s service area was clearly defined in their Google My Business (GMB) profile and other directory listings. Businesses needed to explicitly state the areas they served to avoid confusion with competitors. Additionally, businesses located in the same building or shared office space had to ensure their listings were distinct to avoid being flagged as duplicates.
Introduction of a New Algorithm for Local Results
The Possum update also marked the introduction of a new algorithm for local search results, which further refined how local businesses were ranked and displayed. One of the most significant changes was the elimination of duplicate listings for businesses located in the same physical location. For instance, multiple law firms operating from the same office were no longer allowed to have separate listings unless they were distinct entities.
This change helped reduce the number of irrelevant or misleading listings in local search results and ensured that users were presented with accurate and distinct options. However, it also required businesses to be more strategic in how they managed their online presence. Businesses in shared office spaces or multi-practice locations had to ensure their listings were clearly differentiated to avoid being filtered out.
The new algorithm also placed a stronger emphasis on business legitimacy and consistency. Google began filtering out businesses that had inconsistent or inaccurate NAP information across directories and online platforms. This reinforced the importance of maintaining accurate and consistent information in all online listings, as inconsistencies could lead to lower visibility in local search results.
Maintaining Accurate and Consistent NAP Information
The Possum update highlighted the critical role of NAP (Name, Address, Phone Number) consistency in local SEO. Businesses that had previously been able to rank well with inconsistent or outdated information found their visibility declining after the update. Google began prioritizing businesses with consistent NAP information across all online directories and platforms.
This change required businesses to conduct regular audits of their online listings to ensure accuracy. Businesses had to verify that their name, address, and phone number were consistent across their website, Google My Business profile, Yelp listing, and other relevant directories. Even minor discrepancies, such as a missing street number or an outdated phone number, could negatively impact a business’s local search rankings.
For businesses that operate in multiple locations, maintaining consistent NAP information across each location was essential. This included ensuring that each location had a separate and accurate listing in directories and that all variations of the business name (e.g., “Main Office,” “Downtown Branch”) were clearly defined to avoid confusion.
Aligning Local SEO Strategies with the Possum Update
The Possum update required businesses to adjust their local SEO strategies to remain competitive in the evolving search landscape. Businesses had to focus on several key areas to ensure they were optimizing for the new algorithm:
Geo-Targeted Content: Businesses needed to create content that was relevant to specific geographic locations. This included blog posts, service pages, and landing pages optimized for local keywords and user intent.
Local Directory Optimization: Ensuring that all online directory listings were accurate and consistent was crucial. This included platforms like Google My Business, Yelp, and Bing Maps.
Mobile Optimization: With the increasing use of mobile devices for local searches, businesses had to ensure their websites were fully optimized for mobile users. This included responsive design, fast loading speeds, and mobile-friendly contact forms.
Service Area Specification: For businesses that serve multiple locations, it was important to clearly define the areas they served in their online profiles and directory listings.
Local Link Building: Building backlinks from local websites and directories helped reinforce a business’s local relevance and authority.
User Experience (UX): Google’s continued emphasis on user experience meant that businesses had to ensure their websites provided a seamless and engaging experience for users. This included clear navigation, relevant content, and easy access to contact information.
Conclusion
The 2016 Possum update marked a significant shift in how Google handled local search results. By emphasizing user location, refining keyword behavior, and introducing stricter handling of duplicate listings, the update required businesses to adapt their local SEO strategies to remain competitive. The changes also underscored the importance of accurate and consistent NAP information, geo-targeted content, and mobile optimization.
Businesses that were able to align their strategies with the new algorithm saw improved visibility in local search results, while those who failed to adapt found their rankings declining. The update reinforced the importance of staying up-to-date with algorithm changes and continuously refining local SEO efforts to meet evolving user expectations.
As Google continues to refine its algorithms, businesses must remain agile and data-driven in their approach to local SEO. By focusing on accuracy, relevance, and user experience, businesses can ensure they remain visible and competitive in the local search landscape.