Google Possum is a major update to Google’s algorithm, first deployed in September 2016, marking a new stage in the evolution of local search following the previous update known as Google Pigeon.
The primary goal of Google Possum is to improve the relevance and accuracy of local search results. With Possum, the user’s location became an essential factor in determining search results. In this article, we explore the impact of Google Possum on SEO and how businesses can adapt to this change.
Google Possum and Local SEO
Google Possum brought a significant change to how Google’s algorithm processes local search queries. Previously, local search ranking depended primarily on a business’s proximity to the city center. With Possum, Google began considering the user’s proximity to the business when ranking results.
This update generated a wider variety of local results, as it expanded the geographic area taken into account during searches. As a result, businesses located outside city centers saw improved visibility.
Impact on SEO
Google Possum influenced SEO in several ways. First, the variety of search results increased. If two businesses in the same sector are located close to each other, they will no longer both appear in the local pack — to avoid redundancy. This means SEO must be more precise and targeted to be effective.
Second, ranking fluctuations became more common due to dynamic localization. Depending on the user’s exact location at the time of the search, results can vary. As a result, rank tracking requires greater attention.
Strategies to Adapt to Google Possum
Here are some strategies businesses can adopt to maximize their online visibility in the era of Google Possum:
- Target local keywords: It is crucial to include geographic terms in your keywords. For example, instead of optimizing for “plumber,” optimize for “plumber in Chicago.”
- Optimize your Google Business Profile: Make sure all your business information is up to date and complete. Add photos, encourage customer reviews and use local keywords in your description. Maintain accurate business information and ensure your NAP (Name, Address, Phone) citations are consistent across all online sources.
- Customer reviews: Encourage customer reviews on Google and other rating platforms to increase your business’s trust and authority.
- Google Business Profile optimization: Your Google Business Profile is crucial for local SEO. Make sure it is fully filled out and regularly updated.
- Build quality local links: Earn links from local, quality websites — such as local business directories or relevant local inbound links.
Feel free to read my article on local SEO optimization to adapt to Google Possum.
Conclusion
Google Possum has profoundly transformed the local SEO landscape, placing user location at the center of its algorithm. To adapt to this change, businesses must be more precise in their SEO, keep their information up to date and leverage customer reviews. In the era of Possum, optimising for local search is not just an option — it is a necessity. Businesses that neglect the quality and consistency of their Google Business Profile information, their proximity signals, or their local review strategy will inevitably fall behind competitors who invest in these areas.