On September 2016, Google quietly released a new update Possum. That’s the name search engine optimization experts gave to Google latest revision to its all-important search engine algorithm. This update is unlike most other updates, affects only local search results. Possum is all about how local search works and is undoubtedly the biggest change to the local search algorithm since the confirmed 2014 Pigeon update.
As the Possum update roll out there have been seen a number of ranking fluctuations, some good and some bad. The possum is beneficial for those local SEO professionals who had trouble ranking for a specific city if their business address was just outside the city limits. Now we can say that the geographical location of the searchers is more important than before. Searchers in different locations may see completely different results for identical search terms. That means it’s more important than ever to make sure the searcher location is set to the right city when tracking ranking.
A study show that Google update Possum had made 64% changes in local SERPs
Some changes in SERPs:-
- 9% of the keywords had the business pop into the Local Finder when they weren’t there previously.
- 11% of the keywords showed the business had increased in position by three or more positions.
- 15% of the keywords showed the business had increased in position by one to two positions.
- 35% of the keywords showed no change in position for the business.
- 15% of the keywords showed the business had decreased by one to two positions.
- 14% of the keywords showed the business had decreased by more than three positions
SEO experts call the Possum update one of the most significant revisions to the Google’s search engine algorithm in recent years. Some businesses have seen huge jumps in their search engine rank. Businesses, marketers and SEO consultants who stay abreast the changes gain a major competitive advantage.