If your local company had significant variations in the local search ranks during the first week of December, there is a very excellent explanation for this. According to a tweet from Google, the description is the November 2021 Local Search Update, which started rolling out on November 30 and ended on December 8.
Due to this upgrade, it was necessary to “rebalance” the ranking variables that Google takes into account when creating local search results. The update was aimed at local search results and focused on rebalancing several parameters that Google deems significant when creating local search results, quote-unquote.
What Exactly Is The November 2021 Local Search Update?
The November 2021 local search upgrade came as a surprise, with companies and marketers reporting significant variations in the first few days of December. Google eventually verified that the promotion began rolling out on November 30 and ended on December 8, two weeks after the first reports of instability. By this time, many in the business referred to it as the “Vicinity Update,” which alludes to one of the crucial aspects impacted.
What Has Changed?
The “Vicinity Update” has been dubbed after the dust has subsided, and analysts have narrowed down the most likely local search modifications for November 2021. The two primary areas of concentration seem to be, at least until the paint is completely dry, as follows:
Proximity Is Being Revalued:
More attention is being paid to the distance between an individual and a company (thus, “vicinity”). Except for searches that do not contain a geotarget, this ranking criteria has been tightened by Google in recent years.
Defying Keywords In Company Names:
A company with high-volume non-branded keywords generally had a similar local map ranking benefit before the upgrade. There are fewer instances of this advantage being seen by early observers.
What Does It Mean to Your Business?
An unintended consequence of a globally-applied algorithm upgrade is that single-location firms wishing to target a large area in the same region may find it more difficult to appear in the local pack as a result of this. Consider the possibility of putting up satellite offices in the areas where you wish to be seen in search results if this is your company’s goal in the first place.
I’d also suggest double-checking your local approach to ensure you’re targeting all three ranking variables; however, it may be tempting to pursue ranking criteria when Google updates its algorithm. After the day, the ideal long-term plan is to achieve a steady approach – thereby future-proofing your ranks from plummeting in the event of future algorithm changes.
What Was Affected By The November 2021 Local Update?
It was the most significant local search upgrade in years, but Google didn’t provide any information about what the update was aimed at. It merely said that the update “included a rebalancing of different parameters we evaluate in creating local search results” and directed us to the Google support page for further information: How to boost your Google local search ranking.
Relevance, prominence, and distance are the most critical factors determining local outcomes. Each of these elements works together to assist us in discovering a good fit with the criteria you’ve provided. Our algorithms can rank a company far from your location higher in local results because they are more certain to have what you’re searching for. To rank local results, Google uses three main factors:
Relevance: The degree to which a local Business Profile fits what someone is looking for is relevance. When you fill out and detail your company’s information, Google will understand your business better and connect your profile to relevant search terms.
Prominence: The term “prominence” describes how well-known a company is. Local search results strive to represent the offline prominence of particular locations. For example, prominent places like museums, hotels, and retail chains are likely to rank well in searches for “local attractions.”
Distance: The distance between each potential search result and the location phrase entered in the search is considered. Because we don’t know the exact position, we’re forced to estimate the distance based on our information.
That’s all we knew from Google’s postponed announcement, but research reveals distance is the most impacted element, prompting many to dub the upgrade the “Vicinity Update.”
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What Does The Vicinity Upgrade Imply For Local Businesses?
“General advise for companies stays the same,” Google wrote in a tweet announcing the change, along with a link to tips on how to boost local results. According to the criteria, relevance, prominence, and distance; thus, nothing has changed here. Google also recommends that local companies, to improve their exposure, should:
- Complete the data
- Verify the locations
- Maintain proper opening hours
- Managing and responding to reviews
- Add images
The user experience will always be at the forefront of any adjustments that Google makes to its local search algorithm as the company continues to refine the algorithm. It will be necessary for local firms to keep evolving to the terrain and strictly adhere to the criteria to ensure long success in the search engine optimization area.
This local search upgrade seems to be part of a difficult situation around the holidays merits some notice. A fundamental algorithm and product review upgrade were also released in the recent 30 days. While there was plenty of spam, reference, core, and performance upgrades in 2021, this irregular period seems to have finished up in time for such holiday e-commerce demand.
More About Google’s Recent Updates
Google introduced several new features last year. Google released a slew of upgrades, some verified and others not. The following were the most recent entries: For COVID names, Google MUM’s major update for July 2021 was released in June, with a few more features added in September after the original release (yet MUM isn’t related to updates). According to Search Engine Land, there were eight more verified spam upgrades: June 28; June 23; June 2021 Core; July 2021 Core; July Link Spam; and November Spam. Those changes filled out what Search Engine Land describes as the “confirmed updates.” A product review update for December 2021 became available on December 1.
With many Google algorithm changes in November, it was an active month in SEO. Identify if you were affected by the November 2021 local search change. Suppose you were previously more concerned with optimizing for relevance by populating your Google Business Profile with relevant material. In that case, it might be time to shift your attention to increasing your company’s prominence.
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