The Possum update. The Pigeon update. The Intrusive Interstitial update.

What are all of these strangely named Google algorithm updates affecting local search?

In this lecture, we'll walk through each of these noteworthy Google updates so that you have a better understanding on what these updates are and how each of these major algorithm updates affect the local search results. We'll then end the lecture with a short quiz to test your knowledge!

Let's start off with the most recent algorithm update that affects local search and work our way backwards.

With that, we'll kick it off with The Intrusive Interstitial Update.

Image Source: searchengineland.com

Official Name: The Intrusive Interstitial Update

Official Rollout Confirmation: January 10, 2017

Overview of Update:

This algorithm update only impacts interstitials that are present when someone clicks from Google's mobile search results to your website. This includes pop ups that cover the site's content and standalone interstitials. It doesn't currently impact desktop.

An article on Search Engine RoundTable, highlights three examples of bad mobile interstitials (ones that will get you penalized):

1. Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.
2. Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
3. Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

Image Source: seroundtable.com

It's important to note with this update, that not all interstitials are bad. Below are some examples of interstitials that will NOT be penalized by the update:

• Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification.
• Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall.
• Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space.

Image Source: seroundtable.com

While the interstitial update mainly affected the mobile search results, the Possum update, which rolled out during the latter half of 2016, was a bit more all-encompassing, affecting both mobile and desktop results.

Image Source: searchengineland.com

Official Name: Possum

Official Rollout Confirmation: September 1, 2016

Overview of Update:

Quoted as one of the biggest local algorithm updates since 2014, the Possum update impacted ranking in the local 3-pack and local finder (aka the local results or Google Maps results).

Below are some of the top five changes that were noticed due to the Possum update:

1. Businesses that fall outside of the physical city limits saw a huge spike in ranking.
2. Google is now filtering based on address and affiliation.
3. The physical location of the searcher is more important than it was before.
4. Search results vary more based on slight variations of the keyword searched.
5. The local filter seems to be running more independently from the organic filter.

It has also been found that slight variations in keywords have garnered completely different search results. Personally, I'm not sure I can say that's true for everyone, however, I have noticed that search results have changed a lot for the office furniture vertical since the update to include a lot more locally relevant results versus universal results. Google map listing and location-specific pages have been popping up everywhere.

Now, let's move on and talk about another important algorithm update that affected local search back in July 2014, dubbed "The Pigeon Update."

Image Source: searchengineland.com

Official Name: Pigeon

Official Rollout Confirmation: July 2014

Overview of Update:

With this update, Google shook the local SEO world with an update that dramatically altered local results and modified how they handle and interpret location cues. Google claims that the Pigeon update creates closer ties between the local algorithm and the core algorithm(s).

According to local SEO expert Joy Hawkins via her Search Engine Land article, Google has said that the new Pigeon local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as the Knowledge Graph, spelling corrections, synonyms and more.

Google has also said that this algorithm update improves their distance and location ranking parameters, further providing a better search experience for its users.

Now, let's test your newfound knowledge of these major local algorithm updates with a short quiz!