Buckle up, folks. If you own a local business, the way you show up on Google just changed. Big time. Google recently dropped the “Vicinity” update—its biggest local search algorithm shift in five years. It rolled out between November 30th and December 8th, 2021, and it’s already causing huge ripples in local search rankings.
So, what’s the deal with the Vicinity update? Here’s the lowdown.
What’s the Vicinity Update All About?
This update is all about one thing: proximity. Google’s always cared about how close a business is to the searcher, but now it’s doubling down. With the Vicinity update, the algorithm is focusing even more on showing businesses that are near the searcher’s physical location.
Translation: if your business has been showing up in local search results far away from where you’re actually located, you might be seeing a drop in rankings. And that’s exactly what’s happening for a lot of businesses right now.
“Google’s tightening up local results to make sure they’re actually relevant to where the user is,” says industry insiders at Sterling Sky, the company that gave the update its name. “If you’ve been gaming the system to rank outside your area, it’s time to rethink your strategy.”
Proximity Just Got Real
For years, local businesses have been optimizing their Google Business Profiles (GBP) to rank beyond their immediate location. Whether it was through sneaky SEO tactics, keyword stuffing, or by simply having a killer optimization game, businesses could break out of their local bubble. Not anymore. The Vicinity update is pulling that strategy back in.
Here’s the thing—this isn’t necessarily bad news. For businesses that have been sticking to the rules, it’s a win. It means that local search results will be more relevant, and businesses will have a better chance of showing up in searches from people near them, rather than being drowned out by businesses far away.
What About Keyword Stuffing?
You know that old trick where businesses jam-pack keywords into their business name to rank higher? Yeah, that’s taking a hit too. According to data from Sterling Sky, businesses that have been throwing keywords into their name just to boost rankings are seeing drops. Google’s cracking down on keyword-stuffed business names, which means more opportunities for businesses that play fair.
So, if you’ve been sticking to Google’s rules, fighting name spam, and avoiding the temptation to stuff your GBP title with keywords, this update could be working in your favor.
What Does This Mean for Your Local SEO?
If you’re a local business, here’s what you need to do:
Focus on Proximity: Make sure your business profile and listings are optimized for the immediate area you serve. If you were trying to rank across the entire city (or even further), it’s time to zero in on your neighborhood.
Keep it Clean: If you’ve been keyword-stuffing your business name, now’s the time to clean it up. Stick to your actual business name—it’s what Google prefers.
Optimize, but Don’t Overdo It: Optimization is still key, but make sure it’s relevant to your local area. Don’t overcomplicate things with unnecessary keywords.
Reputation Still Matters: Reviews, customer feedback, and general online presence still play a huge role in where you land in local searches. Make sure you’re not just focusing on proximity but also building a strong, trustworthy reputation online.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
Comments