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Google Isn’t Random—It’s Evolving
Ever wonder why your business suddenly stopped showing in the top 3 of Google Maps… or why your competitors surged past you?
It probably wasn’t bad luck—it was an algorithm update.
Google’s local search algorithm changes constantly.
And over the past few years, some major updates have completely changed the rules for how local businesses rank.
In this post, we’ll cover 5 of the most important algorithm shifts that impacted Local SEO—and what you can do now to stay ahead of the game.
1. The Vicinity Update (Late 2021 – Still Dominating Today)
What It Changed:
- Google significantly tightened its proximity weighting, especially for service-based businesses.
Before: You could rank city-wide with enough content and reviews.
After: Google favours businesses closer to the searcher, even if other listings are better optimized.
📍 Impact: Your business now struggles to rank outside your immediate location radius unless you build local authority.
✅ What To Do Now:
- Focus on reviews and content that mention target locations
- Build city-specific landing pages
- Use geo-tagged photos and GBP posts mentioning nearby areas
2. Possum Update (2016 – Still Relevant)
What It Changed:
- Google filtered out duplicate or overly similar listings.
- Businesses at the same address (e.g., home offices or multi-business locations) started getting filtered from local packs.
🏢 Example: Two lawyers at the same co-working space—only one might appear.
✅ What To Do Now:
- Make sure your GBP category, service area, and description are distinct
- Add unique content to your website and GBP
- Avoid “clustering” with other businesses using the same address
3. Review Filter Updates (Ongoing: 2022–2025)
What It Changed:
- Google got stricter about detecting fake, incentivized, or suspicious reviews
- Many legitimate reviews now get filtered (especially from new or inactive accounts)
🛑 If you’ve seen new reviews not appear, this is why.
✅ What To Do Now:
- Ask customers to leave reviews from accounts they regularly use
- Avoid using review “gating” tools that filter bad feedback
- Encourage specific language (e.g., service, location, experience)
💬 Pro Tip: Ask your customers to include your business name and the service city. It boosts both authenticity and ranking power.
4. AI-Driven Spam Detection (Launched in 2023)
What It Changed:
- Google introduced AI to detect and suppress spam listings—especially in high-competition service niches (plumbers, locksmiths, HVAC, etc.)
⚠️ Listings with keyword-stuffed names, low activity, or inconsistent data were demoted—or suspended.
✅ What To Do Now:
- Use your real business name (no extra keywords like “Toronto Roofing Pros”)
- Keep your NAP (Name, Address, Phone) consistent everywhere
- Maintain activity (posts, reviews, Q&A, photo uploads) to prove legitimacy
- Remove duplicates and unverified listings from older directories
5. Helpful Content Update (Ongoing: 2022–2025 Evolution)
What It Changed:
- Google now favours content that’s genuinely useful, people-first, and local-specific.
- Thin content stuffed with keywords = low visibility
- Pages that clearly answer local search intent = higher visibility
💡 Example: A generic “roofing services” page will lose to a “Flat Roof Repairs for Etobicoke Bungalows” page that includes photos, FAQs, and reviews.
✅ What To Do Now:
- Write location-specific service pages and FAQs
- Add helpful content like pricing guides, timelines, and answers to real customer questions
- Include media (photos, video, maps) and structured data
Bonus: Maps vs. Organic Algorithm—They’re Not the Same
A quick reminder:
- Google Maps (GBP) and regular search results use different algorithms.
- You can rank in the Map Pack but not on page 1 of search—and vice versa.
This is why your strategy needs to include:
✅ Google Business Profile optimization
✅ Website and content SEO
✅ Reputation (reviews + local authority signals)
Final Thoughts: Stay Informed, Stay Visible
Google doesn’t announce every update—but local SEO experts have seen clear patterns in how rankings shift.
By understanding these core algorithm changes, you can stop guessing and start adjusting.
Because visibility isn’t luck—it’s alignment.
At GBP Support, we track Google’s changes so you don’t have to—and we adjust your strategy to keep your business high in the rankings, no matter what Google throws your way.
👉 Book your free discovery call and we’ll assess whether a Google update might be quietly affecting your traffic—and how to fix it.