At the end of 2021, Google rolled out the Vicinity Algorithm Update, the biggest local search update in five years. As the name suggests (Vicinity = proximity), this update focuses on local search. Enough time has passed to draw some key conclusions. In this article, you’ll learn what your local business needs to know and what changes you should urgently make to your marketing strategy.
For years, Google has been fighting spam and fraudulent listings on Google Maps and in search results. Until recently, businesses that added keywords to their company names often benefited from local search rankings, even though this clearly violated Google’s guidelines. A keyword can technically mean anything, but in this context, it refers to products and services unrelated to the actual business name.
For example, “Sina’s Vegan Baking Wonders” would be acceptable to Google, but “Sina’s Vegan Baking Wonders – Cakes, Muffins and More, The Best Pastries in Town!” crosses the line. Google is now cracking down on this practice.
The Vicinity Algorithm Update brings significant changes for businesses of all sizes.
First things first: the distance between searchers and businesses is becoming increasingly important.
The proximity of a business to the searcher is now significantly more relevant for ranking results. Smaller and lesser-known businesses that previously struggled to gain visibility now have a real chance to appear at the top of search results. While distance has always been a factor in local search, being closer didn’t necessarily mean being more relevant.
With the Vicinity Update, proximity has become one of the most influential factors in local search. As a result, Google’s definition of “relevance” has shifted.
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CHANGES - CHANCES
Winners and losers of the Vicinity algorithm update
You don’t need to worry about losing relevance in your Google listings if your local marketing strategy hasn’t relied 100% on keywords. The biggest losers from this update are spammers and fraudsters who stuffed keywords into their business names to artificially boost their visibility.
Even trusted marketers who knowingly or unknowingly broke this guideline will now have to face the consequences. New locations stand to benefit from the update, as do branch offices that were previously overshadowed by a main location. From now on, when users search, proximity and strong local content will matter most.
Using the best and most important keywords in your business name is no longer relevant. Niche businesses will benefit from search results that are now more widely distributed, as proximity outweighs exact keyword matches.
Design changes to the local packs
Where is Google headed? The Local Pack is getting a facelift. While the new design has already been rolled out in the US, it will only be available in Germany in the coming weeks and months. A quick reminder: the Local Pack is a section in Google Search. It appears when a user has performed a general search.
He or she is usually not looking for a specific company, but Google returns several Google Business Profiles (formerly Google My Business). Until now, a narrow map section was shown, with the results marked on the map below. In future, the map will slide from the top to the right and become significantly larger.
The number of possible results will remain at three for the time being, but the new layout could potentially accommodate more. It is noticeable that the map is now usually zoomed in closer, as the results are closer together – as close as possible to the searcher’s location.
Panik vs. business as usual?
Google has responded to marketers’ assumptions in a tweet and confirmed the rumours about the update. Our colleagues in Silicon Valley are saying quite clearly: Keep calm and carry on! The guidelines and tips for improving your ranking remain the same as before. In short, this means you need to keep your data up to date, especially your opening hours and public holidays. You should also verify your Google Business Profile, respond to reviews, and regularly publish current and local content.
Good to know!
Google states that ranking in local search results depends primarily on relevance, proximity and prominence. The exact weighting of these factors remains a closely guarded secret – but the Vicinity update offers valuable insight into the black box that is Google’s algorithm.
With Listing, you can manage all your key online touchpoints from a single platform. Stay agile and respond quickly to global developments and trends, such as the Vicinity update. Our experts are ready to advise you on all aspects of local search.
Sources:
https://www.sterlingsky.ca/vicinity-algorithm-update/
https://searchengineland.com/the-vicinity-update-winners-and-losers-from-the-november-2021-local-update-377624
https://support.google.com/business/answer/7091#zippy=%2Crelevanz
