Google’s search algorithms and updates have been developed to fetch data from its search indexes and instantly deliver the most relevant search results. Using algorithms and a variety of ranking factors, the search engine delivers results ranked according to relevance within its search engine results pages (SERPs).

In a statement issued today, Google confirmed that the new algorithm update for local search results took place on November 30 and it ended on December 8. The Hawk and Possum update was the biggest update before this to the local SERPs to my knowledge.

What is in this new update?

From what we got to know is that the main focus of this update is on proximity. “Vicinity” is a term used to describe a region near or surrounding a place. In 2016, Google’s Possum update raised the proximity factor. However, in the last 5 years, more and more businesses have been able to skirt the proximity factor and rank far from where their office is located. There is no sign of that happening anymore.

As a result, search engine land named the update the Vicinity Update because its main impact was to make small, less-established businesses close to users seem more relevant than big, overpowered businesses further away.

According to Search Engine, Land Google also said that we have seen that proximity got a big boost, while other factors that are relevant declined as Google attempted to rebalance the factors that make up the algorithm.

Adding keywords to a Google Business Profile (GBP) listing has been found to be less effective following the Google update. We also found that it has decreased the potential advantage.

Keywords in business names have caused a dramatic drop in search rankings based on our data. Those businesses who follow Google’s guidelines on keyword stuffing and those who put effort into combating name spam will likely benefit.

Scenario Before Update

Scenario After Update

How does Google determine local ranking?

Relevance, distance, and prominence are the main factors that determine local results. This update has improved Google’s relevance factor when delivering results based on a combination of these factors. 

What happened before?

The last big update to the local search algorithm was Possum before Vicinity came out. By rolling out Possum in 2016, enabled the Local Pack and Local Finder to be better filtered. Essentially, if multiple businesses of a similar nature were operating out of the same location, the results would be filtered out.

It was also suggested that Possum was emphasizing proximity as a local ranking factor, as well as decreasing the influence of organic authority on Local Pack/Finder rankings.

What google suggest: –

• Make sure your business information is up to date for better visibility
• You may not be able to see your business when searching locally. Getting your business listed on the first page of local search results depends largely on the accuracy, completeness, and engagement of your Business Profile.
• Depending on the search, local results will usually yield the most relevant results. Complete and accurate information makes matching businesses with searching easier.
• Ensure that your business locations will appear in local search results across Google products, including Maps and Search.
• Make sure your business hours include holiday and event hours and when you open and close.
• Your business should respond to reviews left by customers. It demonstrates that you value your customers and their feedback when you respond to reviews.
• Include photos in your Business Profile to show off your goods and services, and tell the story of your business.

What next need to do?

If you are affected by this update drastically then don’t panic, you just need to do some desired and google friendly changes in your listing as we mentioned above and optimize it accordingly with this new update. All these changes will lead you to the top just like in the past.

Read about some more updates:-

Google Page Experience Update: What to Know

Google Page Title and Description Update 2021

Google Page Experience UPDATE for DESKTOP to Come in Feb 2022

It’s time to make your spam problems go away: November 2021 Spam Update

Let us help you.

Local businesses looking for help with their Google Business Profile not only affected by this update or any other issue like listing, review strategy, and online presence on Google or other search engines can contact KVR Webtech. Our SEO services include optimization and worldwide consulting.  To learn more, please contact our experts.

About the author

Internet Marketing Analyst, present Director @kvrwebtech.com Since 2009. Providing Internet Marketing as a medium for all kind of businesses to achieve the modern era goals. Have been highly successful in cultivating projects in Real Estate, Financial and Education Sector.