WHAT YOU NEED TO KNOW ABOUT

GOOGLE MY BUSINESS & POSSUM IN 2016

Joy Hawkins, LocalU Advanced 2016

WHAT WAS POSSUM?

• An (unconfirmed) algorithm update on sept 1, 2016 that had a substantial impact on what businesses rank in the 3-pack.

• Not to be confused with the core (organic-related) algorithm update on Sept 13-14 or penguin 4.0 on Sept 23.

@joyannehawkins #LocalU

HOW MUCH CHANGED?• 1307 businesses

• 14,242 keywords

• Compared Sept 7 with Aug 31

•Only tracked changes in the Local Finder

@joyannehawkins #LocalU

WHAT IS THE LOCAL FINDER?

• Lists the local (google maps) listings for a given query

• The top 3 in this list are generally what you see as the 3-pack

• See who is next on the list by clicking the more results

@joyannehawkins #LocalU

HOW MUCH CHANGED?9%

11%

15%

36%

16%

14%

Number of Keywords

Popped Into Local Finder

Increased 3+ Positions

Increased 1-2 Positions

No Change

Decreased 1-2 Positions

Decreased 3+ Positions

@joyannehawkins #LocalU

Significant Change,

34%Slight Change;

30%No Change; 36%

@joyannehawkins #LocalU

64% of keywords saw some type of change

@joyannehawkins #LocalU

@joyannehawkins #LocalU

@joyannehawkins #LocalU

- Unverified- No Reviews- No Inside Tour- A couple reviews

from the web- No popular times- 1 category- Address is old

address (listing is older)

- Verified- 144 reviews- Inside tour- Hundreds of

reviews from the web

- Popular times- 2 categories- Address is

new address

@joyannehawkins #LocalU

MARK, YOU HAVE MORE PROBLEMS…

All list the old address!

http://searchengineland.com/cannot-ignore-practitioner-listings-gmb-case-study-253314

WHAT DID POSSUM DO?

Changed the way the filter for the local finder works

@joyannehawkins #LocalU

WHAT DOES THE LOCAL FILTER DO?

Filters out listings for a specific search query based on:

1. Their spam score2. Their similarity to the listings also ranking in the Local Finder

• http://searchengineland.com/google-filtering-business-local-search-results-258044

• http://searchengineland.com/everything-need-know-googles-possum-algorithm-update-258900

@joyannehawkins

CHECK TO SEE IF YOU ARE FILTERED

WHAT LISTING GOT YOU TO GET FILTERED?

Tip: Listings in the Local Finder often rotate! Set up daily tracking with screenshots

FILTERED OUT…

@joyannehawkins #LocalUc

GATHER POTENTIAL THREATS

Method 1: MapMaker Advanced Browse

@joyannehawkins #LocalU

1. Search address on Google Maps2. Zoom in so you can see the building and a few buildings near it.3. Right-click on the map, click “search nearby”4. Type in the business category (Ex: Personal Injury Lawyer)5. The map will be annoying and zoom back out. Zoom back in so it only shows the

buildings you want.6. Click the blue “search this area” that now shows at the top of the map.

Method 2: Google Maps

ALL ABOUT THE MOVED FEATURE• Takes an listing and forwards it (302) to another listing on Maps• The MapMaker listing gets marked permanently closed and becomes

unsearchable• The listing vanishes from the search results

@joyannehawkins #LocalU

• You can move a practitioner listing to a practice listing if the person no longer works there (retired, deceased, joined another firm etc.)

• You can move a listing for an old location to the new one

• The listing you are moving must be unverified.• Listings for old branding can be moved if info is

similar enough• You can never move a practitioner listing to a

different practitioner listing.

THE RULES…

@joyannehawkins #LocalU

NEW GOOGLE MY BUSINESS FEATURES

@joyannehawkins #LocalU

EDITORIAL SUMMARIES

@joyannehawkins #LocalU

@joyannehawkins #LocalU

POSTING ON SEARCH (BETA)

@joyannehawkins #LocalU

ATTRIBUTESTip: Edit these on mobile using the account you verified your listing in

ONLY ON MOBILE

@joyannehawkins #LocalU

REVIEWS FROM THE WEB

Tip: Not seeing these? Link out to your review sites on your website (“View our reviews on…”) – Tim Capper

ADVANCED VERIFICATION (BETA)

@joyannehawkins #LocalU

• Locksmiths & Plumbers in San Diego

• You don’t pass by Nov 10, your listing is removed

• Includes things like license registration, Social Security number validity, a recorded video interview etc.

• Google’s solution to the spam problem

http://blumenthals.com/blog/2016/10/04/google-testing-advanced-verification-process-for-plumbers-locksmiths/

IS SPAM ANNOYING YOU?

http://www.joyannehawkins.com/ultimate-guide-fighting-spam-google-maps/

#STOPCRAPONTHEMAP

@joyannehawkins #LocalU

plus.google.com/+joyhawkins

twitter.com/joyannehawkins

joy@imprezziomarketing.com

www.joyannehawkins.com