What Google’s Vicinity Update Means For Local Business Owners

A significant update from Google always causes a bit of a stir, but when the tech giant introduced its Vicinity update at the end of 2021, many businesses felt more shaken than stirred.

Many websites reported major differences in Google’s local 3-pack results.  There were reports of fluctuating and falling rankings. Some said they’d noticed that businesses which had dominated previously had slipped right down the rankings.  Others said their local search results and traffic were significantly down, particularly on Google maps. The timing of all this turbulence was clearly linked to Vicinity (an update which Google tweeted had been rolled out between 30 November and 8 December last year) and whilst things will certainly settle over time, many websites have work to do on their local SEO.

What Google’s Vicinity Update Means

This Local Google Algorithm update was essentially about Google putting greater value on ‘proximity’ as a key ranking factor and building on its stated objective of improving user experience.  Proximity has long been an important factor in local search results and it’s now playing an even more crucial role in making local search results more relevant.  I think it’s great news for both users and local businesses.

Why It’s a Win for Local Businesses

Historically, business have been able to optimise their Google My Business listings so that they can rank in local searches even though they were outside of that particular area (and in some cases, a long, long way from it!).   This update reduces the likelihood of businesses manipulating their ‘local’ rankings through the inappropriate use of keywords.  In other words, keyword stuffing is no longer a way to gain an unfair advantage.  This all means that legitimate local businesses won’t have to compete with those located outside of their locations anymore.  Google has basically levelled the local playing fields.

If you’re just getting started with GMB check out my free Beginners Guide to Google My Business.

Why It’s a Win for Users

Users get relevant, highly targeted results.  Google itself said that it is ‘constantly exploring ways to connect people with the helpful information they are seeking’ and this update is a good example of their objectives in action.

Around the time of Vicinity’s release, Google also changed the design of its Local Pack.  Instead of the three results below the map (a format that had been in place since 2015), the refreshed design now features the list of three results on the left with a map on the right.  The map is now square, not rectangular and smaller.

Google’s advice via Twitter was that ‘General guidance for businesses remains the same’ and the tweet included a link to advice on how websites could improve local rankings.  I agree that the early volatility will settle and that local business should follow Google’s guidelines to boost their online visibility.  I also strongly recommend that local business owners take a close look at their SEO to see where they can adapt and improve tactics.   Their aim should be to make their online presence as helpful, useful and relevant to users as possible.

Under Google’s guidelines, local businesses should ensure their:

• Data is complete. Their NAP (Name, Address, Phone number) details must be consistent and accurate
• Location/s are verified
• Opening hours are up-to-date

Local businesses also need to be vigilant and diligent when it comes to reviews.  All reviews – good or bad – deserve (and need) a response.

Local businesses should also be evaluating their Google Business Profile (GBP) as this honestly is their most valuable tool for increasing organic traffic, boosting visibility and improving rankings for local search terms.   GBP was previously known as Google My Business.

As mentioned, data should be complete, consistent and current.  The fluid Covid-19 landscape with constantly changing rules and requirements for businesses is a good example of why website owners need to be on the ball with regards to updating information.  Businesses should also be refreshing content on their GBP listings regularly and adding photos.

Vicinity is the biggest local search algorithm update in five years and should positively impact local business owners and local consumers.  Search results should represent the local business landscape more accurately, delivering much more relevant, targeted and niche results.

So if you’re a local business owner, you can’t change the location of your operation – it is what it is – but you can make an effort to re-evaluate and perhaps restructure your SEO strategy in response to Vicinity.

If you’re a local business owner and you like the sound of being taught how to do your own SEO by a veteran of the digital marketing industry with over 20 years’ experience, you’ll like what The SEO School offers.  My online SEO course provides hands-on learning about all the key elements of SEO, with heaps of my insider secrets and practical solutions.

For more information, please contact me via my contact form

Karen Dauncey

Karen Dauncey has been working in SEO since 2003. She specialises in helping businesses get found online through Google using Search Engine Optimisation (SEO) She is the founder and creator of The SEO School an online SEO Course to help teach business owners how to do their own SEO. She regularly delivers educational programs for both Local, State and Federal Government and is an advisor for the ASBAS Digital Solutions Program. Karen’s passion and commitment to help small business owners get found online is the driving force behind her online school, making SEO advice accessible to all with free resources and online courses.

Karen's wealth of SEO knowledge and practical digital marketing experience comes from running her own SEO and Google Ads agency, Blue Cherry Online Marketing since 2008. Karen has optimised over 1000 websites, managed millions of dollars' worth of spend on Google Ads and has a solid understanding of the constantly shifting industry of digital marketing and SEO. This gives her a unique advantage when it comes to being able to recommend the right online marketing strategies for your business. This gives her a unique advantage when it comes to being able to recommend the right online marketing strategies for your business. She was recently recognised as an SEO Expert for the popular course creation platform, Kajabi as well as appearing on ABC Radio
for her expert opinion on the ACCC's investigation into search engines.

Karen has attended search engine conferences in London, Stockholm, Adelaide and Sydney, and was also invited to attend a pilot Business Coaching Course at Google’s Head Office. She has a Diploma in Marketing from the Chartered Institute of Marketing in the UK.

She is also the co-owner of the Digital Experts Directory, an online directory for female serviced-based businesses to promote their business (with a great backlink for SEO).

To keep up to date with the latest in SEO, join her Facebook group The SEO School Community or follow her on Facebook or LinkedIn.