Shake, Rattle, and Roll: How Google's Possum Update Changed the SEO Landscape
Waseem Ansari
WooCommerce SEO Expert + Podcast Host | International SEO Project Consultant/Manager | Director of SEO | Helping Sports Gear Stores Boost Online Sales and Visibility - SEO Virtual Assistant
The world of search engine optimization (SEO) is never static, and Google's algorithm updates are like seismic shifts that can send shockwaves through the digital marketing landscape. One such update that left a lasting impact is the Possum update, which quietly rolled out in September 2016. This game-changing algorithm tweak fundamentally altered the way local businesses are ranked and displayed in search engine results pages (SERPs). With its far-reaching consequences, Possum has forced businesses and SEO professionals to rethink their strategies and adapt to the new landscape.
In this article, we'll cover all these questions and their answers:
What is the Possum Update and How Does it Work?
The Possum Update, rolled out in September 2016, was a game-changing algorithm update that sent ripples through the SEO community. This update, named after the opossum, was designed to reduce spam and improve the quality of local search results. At its core, the Possum Update aimed to filter out duplicate and fake listings, ensuring that users were presented with the most relevant and accurate results for their search queries. To achieve this, Google's algorithm began to pay closer attention to the physical location of the searcher, as well as the location of the business being searched. This meant that search results would vary depending on the user's location, even if the search query remained the same.
Additionally, the update introduced a new filter that would remove listings that were too similar to others, such as multiple listings for the same business or listings with identical addresses. This filter was designed to eliminate spam and duplicates, making it easier for users to find what they were looking for. With the Possum Update, Google's algorithm became more sophisticated, and the SEO landscape was forever changed.
The Impact of Possum on Local SEO
The Possum update, rolled out in 2016, sent shockwaves through the SEO community, leaving many local businesses reeling. The impact of Possum on local SEO was profound, with the update aimed at improving the quality of local search results. One of the most significant changes was the filtering of duplicate listings, which meant that businesses with multiple listings for the same location were no longer dominating the search engine results pages (SERPs). This change leveled the playing field, giving smaller businesses a chance to shine. Additionally, Possum introduced a new algorithm that took into account the physical location of the searcher, making search results more personalized and relevant. This meant that businesses needed to optimize their website and online presence for their specific location, rather than relying on generic keywords.
The update also led to an increase in the importance of Google My Business listings, with businesses that claimed and optimized their listings seeing a significant boost in visibility. Overall, the Possum update marked a significant shift in the way local businesses approach SEO, requiring a more nuanced and targeted approach to reach their target audience.
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How to Optimize Your Website for Possum?
In the wake of the Possum update, optimizing your website to thrive in the new SEO landscape is crucial. To ensure your business remains visible and competitive, it's essential to focus on location-based keywords and phrases. This means incorporating city and state names into your website's content, meta tags, and titles.
Additionally, creating high-quality, locally-relevant content that addresses the needs of your target audience will help you attract more local search traffic. Furthermore, claiming and optimizing your Google My Business listing is vital, as it directly impacts your local search rankings. By ensuring your business's name, address, and phone number (NAP) are consistent across the web, you'll increase your chances of ranking higher in local search results. Finally, building high-quality, locally-relevant backlinks from authoritative sources will help you establish your business as a trusted authority in your area, further boosting your Possum-friendly SEO.
Strategies for Adapting to the New SEO Landscape
In the wake of the Possum update, the SEO landscape has undergone a significant transformation. With the new algorithm in place, businesses and marketers must adapt their strategies to stay ahead of the curve. One key approach is to focus on creating high-quality, location-specific content that caters to the needs of local searchers. This means optimizing your website and online presence for specific neighborhoods, cities, and regions, rather than just targeting broad keywords.
Additionally, building a strong online reputation through positive reviews and ratings is crucial, as Possum takes into account the user's location and proximity to a business when determining search results. Furthermore, businesses should prioritize their Google My Business listing, ensuring that it is accurate, up-to-date, and complete, as this is now a critical factor in local search rankings. By adapting to these changes and refining their SEO strategies, businesses can improve their online visibility, drive more traffic to their website, and ultimately, increase their bottom line.
Conclusion: Thriving in a Post-Possum World
In the aftermath of the Possum update, the SEO landscape has undergone a significant transformation. The once-stable ground of search engine rankings has been shaken, and businesses must adapt to the new reality. As the dust settles, it's clear that the Possum update has brought about a new era of localization, where proximity and relevance reign supreme. To thrive in this post-Possum world, businesses must prioritize their online presence, focusing on precise and consistent citations, high-quality content, and a deep understanding of their target audience.
By doing so, they can rise above the noise and establish themselves as authorities in their respective niches. As the SEO landscape continues to evolve, one thing is certain: those who adapt and innovate will be the ones who come out on top, while those who resist change will be left in the dust. The Possum update may have shaken the foundations of SEO, but it has also presented a unique opportunity for businesses to re-examine their strategies and emerge stronger, more resilient, and more effective than ever before.
For more detail, see my video around this: