Folks – Google has confirmed a local algorithm update took place in early November 2019 based on neural matching.
What this is intended to do is improve the relevance of search results returned to a query and reduce the effect of keyword spam in business names and content.
But, it is new and so there is expected to be volatility in where your business is ranking for local search results with respect to certain search terms.
So what do we need to do in response to this update? The answer for now is “nothing”; it’s best to wait for the dust to settle before making any changes. Many of you are getting regular monthly reports from me which track search results trends and we need to keep an eye on them over the next few months to see if there is any need for more tuning of your site.
In theory, this update and its reliance on neural matching should mean you’re more likely to benefit from site and store visitors with truly local intent, rather than mismatched users. If you do google your business with your favorite search terms and see a drop in placement let me know.
As always, Search Engine Optimization (SEO) for your business is a process, not an event.