penguin and possum updates

Everybody working with SEO has had a busy September. Google rolled out the new updates called Possum & Penguin 4.0, and discussions started again, now that the long suspected update of Penguin has arrived.

Lets start with Penguin, which is a part of Google’s site ranking algorithm, which now is in realtime, and it treats subpages on sites individually rather than treating (and presumably penalizing) whole sites. This means that if you get a penalty on your site it doesn’t necessarily effect the whole site, but specific subpages. With this Google wants to make it easier for webmasters to fix and improve their sites, and with this change, Penguin’s data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after re-crawling and re-indexing a page.

When it comes to the update that the SEO-community so neatly has named Possum, which searchengineland.com has explained by saying that since many business owners think their Google My Business listings are gone, when in fact they are not, they have just been filtered – they’re playing possum.

The biggest change in this update is that it now is even more important where the user’s IP-adress is when Googling. If you have a local site listing on Google, make sure that it has the correct adress and IP-adress, otherwise it could fall in ranking.

If your company is located outside of the city limits you can also be benefited from this update. Previously, if your business wasn’t physically located in the city you targeted (but close to it), it was hard to compete with the companies with a more central location. Not anymore.

If you share the same address as a business similar to yours, this can be tricky with the possum update. Google is always trying to sort and erase duplicated content, and might believe that the two companies are actually the same one. To make sure this doesn’t happen to you it helps if you fill you Google page with good content, like images, videos, posts, reviews etc, so that Google knows you are the right company to show.

In summary, the possum update is only targeting local Google business results, while penguin 4.0 is a follow up on the previous penguin updates and might affect your website in a similar way.

Do you need SEO advice or maybe a whole new digital marketing strategy? Let us know and we’ll guide you the right way. To get a current status of your company’s digital status, start by requesting your digital index.