I just realized that in the past we talked a lot about Google Penguin and RankBrain updates but we never quite talked about Google Possum Update.
What is Google Possum Update?
It was a big Google update that happened in September this year that targeted local search engine results pages. Have you ever noticed the three-pack results in Google? It looks like this:
Well, in essence, they had diversified these results and took spammy websites out of the picture which is a good thing because honest websites got better ranks.
After this update some of my websites I'm managing had stopped showing in Google three pack and the reason was because they didn't target exact cities in their My Business titles and didn't have the right categories, after some small changes I've witnessed them rank again.
What signals kind of ranking signals does Google Possum use?
If you want to rank for local based keywords make sure you have your exact address in your my Business account, Google will check that but also your link relationship with other sites, this is why local directories and businesses listing websites can help you a lot now, including getting links from local blogs and other businesses in your area.
The actual location of the user doing the search also matters, keep that in mind, local results will vary depending on where the user is located.
Have you heard about Google Possum? Is your business dependent on local search results?