Possum update is the name the local SEO community gave to a change in Google’s local ranking around September 2016. The term refers to local search. Google did not announce or confirm the update.
At a glance
- Type
- Change to local ranking (community name)
- Started
- around September 2016, according to reports
- Completed
- not documented
- Confirmed by
- no, according to reports
- Status
- historical
Last checked:
What changed with Possum?
The change affected local pack and Local Finder results, which are the map listings, not the organic results. Observers reported that the location of the searcher carried more weight, so the same query returned different local results depending on where the person stood. They also reported that listings that looked similar, for example businesses at the same address, were handled differently than before. According to reports, the name comes from listings that seemed to vanish while still existing, like a possum playing dead.
What applies to local ranking today?
Google Business Profile Help names three factors: relevance, distance and prominence. Google also states that there is no way to request or pay for a better local ranking.
Example
A dental practice shares an address and a website with two other practices. Depending on the searcher’s position and the query wording, one or another of the listings shows up in the local pack. The example is constructed.
FAQ
Did Google confirm the Possum update? No. The name and the description come from observations by SEOs.
Does Possum affect organic results? The reports describe changes in local pack and Local Finder results.
Sources
Last updated: