An Outright Review on Google’s Awesome “Possum”

An Outright Review on Google’s Awesome “Possum”

On September 1, 2016, a huge local algorithm update has happened. Possum is the name given by the local search community to this algorithm update. The name suits the best to the update as many business owners think that their Google My Business listings are gone but actually they are not. They only get filtered, i.e. they are playing Possum.

What was the Update?

Possum is said to be the biggest update in Local after pigeon 2014. According to the evidences, this major update has only affected in 3-pack and local google map results. It is believed that the main purpose of this update was to variegate the local search results and stop spam results from ranking.

The main thing that is updated, is the Google’s filter that applies to the local results. After this update, a lot of fluctuation has been reported in local search results.

Filtration Criteria of Google are now Set to Address and Affiliation

Previously, a local filter filtered out the profiles that have similar numbers and domain. Google filters duplicate content organically to give the best relevant result for users. Showing the thousands of results from the same company is not best for users.  After this update, we are seeing a lot of businesses filtered out due to the address of the business listingS same as the other in the same category.

This point can be described by taking various situations and cases:

1. Consider you are searching for “Personal Gym Trainer in Delhi” and you get 16 results in local finder. Assume there are 5 listings using the same address “44 Lajpat Nagar, Delhi” that are all personal gym trainer in Delhi. Currently, 1 will be visible and other 4 will get filtered out. To see the filtered results, you can zoom in on the map. Now, you will see more results, including the above 4 filtered results.

2. Let’s take another example in which a business owner has 2 business listings and both have different domains, phone numbers, and addresses. The ranking of both the listings flips back and forth daily, but never appear together. The reason behind this kind of results was that although the addresses were different, but technically both the businesses were in the same building. The addresses were different based on the side of the street you come from. This shows that google is more sophisticated than just looking at the address you put in Google my Business.

3. In another case, there is a cardiologist who owns 2 different practices. Both have different addresses, buildings, NAP, doctors, and sites. The only connection is that he owns both the listings. Both the listings will be shown in 3-pack for different keyword and will not be shown together for any keyword. This shows that google now really knows about who owns multiple companies.

You should understand that Google is not removing the listing or preventing them from ranking. This filtration of search results is NOT a penalty. It’s just that google is now picking the most relevant and best listing and filters the other that are too similar.

The Physical Location of the Searcher now Becomes More Important

There is an e-learning company that has noticed that many of their locations were not ranked in 3-pack. If a keyword was searched from their head office in London, they are showing the results completely different from the one which is in Mohali.  The business is in Mohali and farther you go, more the map will be zoomed out and more the ranking will be dropped.

A Big Hike in the Ranking of Businesses that Fall Outside the Physical City Limits has been Reported

The businesses that technically fall outside the city were having hard times to rank for any particular keyword that has the city name. After Possum, these type of businesses have  huge increase in their local rankings.

Conclusion

We can see a lot of fluctuation in local search results. There are various ranking trackers that are the proof of this biggest local update. It may possible that some of the things they changed get revert back.

How to Create Great Content to get Organic Search and Social Traffic?

How to Create Great Content to get Organic Search and Social Traffic?

Content Marketing is an approach that engages customers at all levels. A solid Content-Driven battle is the most essential thing that you need to amplify your marketing. But this will only and only work when it addresses what a large number of people are searching for and sharing on social media, that your competitors are not covering.

So, how will you identify these searches, social and potential competitive gaps?

To achieve these things, you need to follow the following steps:

1. Analyse SEO factors for your topic and discover the hidden winning content ideas.
2. Confirm the content ideas with social media engagement metrics
3. Identify trending questions related your topic

Analyse SEO Factors for Topic and Discover the Hidden Winning Content Ideas

It’s true that SEO can boost your content marketing strategy. First of all create an SEO strategy for your content. Choosing right keywords for your content is very important best weight loss supplement. Keyword selection and optimization should make a high quality content that your audience needs and wants.

For example, a page about  “Avoiding Thrombocytopenia” describe ways to prevent decrement in the number of platelets. But the search engines might not rank that page highly if people are searching instead for “Increase platelets tips”. Your content must be written in the correct language, a language that is known to your users.

There are a variety of tools like Moz, keyword  planner and semrush that help you to discover the specific ways that people may be searching for your content. If you are using Moz, you must target on high Volume, low Difficulty, high Opportunity and high Potential. You can also view some OF the related suggestions.

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In order to get the most value out of this research, it’s important to build content for search. Make sure to use the targeted keywords in the URL, title and headings (h1, h2, etc.) of your content where possible.

Confirmation through Social Media Engagement Metrics

Getting traffic through organic search is only the one part of equation as social media is becoming a more important source of referral traffic. Social Media engagements can do wonders for your Business. So before using the keywords, it’s important to know that whether your final keywords attract engagement and if yes, then in what format. Each Social Media need different formats to get engagements. Do research either manually or through online tools. By focussing on Social Media Engagement, you will complete the second part of the equation.

Identify Trending Questions Related to your Topic

Forums are also a good way to cover the keywords and topics related to your targeted keywords. The Forums will tell the original area of interests on which people find challenges and do discussions. Covering these types of topics will optimise the content according to the users. Also you can answer the related questions, put your perspective and obviously brand in front of a targeted audience.

How to Create Unique Content for Multi-Location Businesses

How to Create Unique Content for Multi-Location Businesses

It is painful for businesses with multiple locations to frame unique, appealing content for each individual location page. Let’s suppose the following conditions to understand more about the issue:

  • Assume you want to create a unique and attractive content that target relevant Local Keywords for your services.
  • You are offering the same services and products in all cities.
  • You don’t understand how to combine the above points.

 

What if we don’t make Unique Local Content for each individual location page?

Either Google will Penalize you for duplication or you will end up in annoying and repelling your Potential Customers. So, what can businesses like this should do to improve SEO of their multi-location pages?

In this situation, the worst thing to do will be creating a series of webpages with all the same things except the name of cities i.e. you have changed the name of cities in all webpages keeping the other things same.

Search Engines will likely see these as duplicate content and can flag as spam.

So, what else can be done?

Here are some of the Tactics to create different content for multi-location webpages:

1.  Telling customer’s stories from different locations:

Your story will be same no matter what the city is – But definitely the story of your Customers from different locations will be different, isn’t? Add various Customer experiences. Different testimonials will be counted as unique content for different web pages.

2. What’s different about the area you are serving?:

Each area has its own qualities, explore them. Find the challenges you are facing in serving the same services in different locations. Use these challenges to create Unique content for your website. This is a great Idea to get a different and genuine content.

3. Photos and Videos:

If you don’t have pictures of your job, you can have pictures of the local landmark. You can have photographs of inside office, neighborhood, building, employees, employees serving customers, awards, events, etc. This is a very big missed opportunity, since photos allowed you to add descriptive keywords in the image filename and ALT text.  You can also add video of the work you do or the testimonial video. This will also consider as different content.

4. Hire a professional content writer:

Content Writers can write more easily for multi-location web pages. Some of the contents would be same in all your web pages. So the content writer can put these things in different ways with little modification.

5. Blog Regularly!:

Blogging is a good way to keep the content Unique. If you are struggling with unique content, writing blog about different locations, different stories in each location, challenges and solutions in each story can add advantage to your website. In this way, you can also target specific keywords.