‘Hawk’ Google Local Algorithm Update

Have you noticed a recent shift in Google's local search results?

August 22, 2017: The day the ‘Hawk’ Google local algorithm update swooped in

‘Hawk’ Google Local Algorithm Update

The update, which I have dubbed “Hawk,” was a change to the way the local filter works. To get some history here, Google actively filters out listings from the local results that are similar to other listings that rank already. Basically, Google picks the most relevant listing of the bunch and filters the rest. It’s very similar to what they do organically with duplicate content. (Note: Google is typically loath to confirm algorithm updates, usually only saying that it rolls out several updates every day, so these observations are based on an analysis of how local results have changed rather than on any official announcement or acknowledgment.)

The filter has existed for a long time to help ensure that multiple listings for the same company don’t monopolize the search results. In September 2016, the Possum algorithm update made a significant change to the way the filter works. Instead of just filtering out listings that shared the same phone number or website, Google started filtering out listings that were physically located near each other.

This was very problematic for businesses. It meant that if another business in your industry was in the same building as you — or even down the street from you — that could cause you to get filtered out of local search results. Yep, that means your competitors could (inadvertently) bump your listing!

On August 22, 2017, Google refined the proximity filter to make it stricter. It still appears to be filtering out businesses in the same building, but it is not filtering out as many businesses that are close by.

Who is still filtered?

Naturally, this update didn’t help everyone. Although it tightened the distance needed to filter a similar listing, it didn’t remove it completely. I’m still seeing listings that share an address or building being filtered out of local search results. I also see the filtering problem persisting for a business that is in a different building that’s around 50 feet away from a competitor.

Why ‘Hawk?’

The local search community settled on the name “Hawk” for this algorithm update, because hawks eat possums. This is one of the few times where I don’t see any negative outcomes as a result of this update and just wish Google hadn’t taken a year to realize the proximity filter was way too broad.

Source: Search Engine Land