Definition
Google Possum is a major local SEO algorithm update deployed on September 1, 2016. It brought three significant changes to local results. First, the user's physical location became even more important, with results varying significantly based on the exact position of the searcher. Second, businesses located just outside city boundaries began appearing in results for that city. Third, a diversification filter was introduced to prevent businesses sharing the same address or phone number from all appearing in the results. Possum also reduced the influence of the affiliation filter that could hide relevant results.
Key Points
- Deployed on September 1, 2016, impacting local SEO
- User's physical position became even more determinant
- Introduction of a diversification filter for co-located businesses
Practical Examples
Businesses on city outskirts
A restaurant located just outside the administrative boundaries of a city begins appearing in local results for that city thanks to Possum, whereas it was previously excluded.
Duplicate filtering
Two law firms sharing the same business address now see only one of them appear in the Local Pack to avoid redundancy, the other being filtered by Possum.
Frequently Asked Questions
If your Google Business Profile listing is active but doesn't appear in the Local Pack, it may be filtered. Check if other businesses at your address or with a similar phone number are displayed. Vary your searches from different locations to confirm.
Ensure your business has a unique phone number, a distinct address, and different Google Business Profile categories from your neighbors. Differentiate your listing in terms of business name, services, and customer reviews.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07