Google Confirmed November 2019 Google Local / Google Maps Update

There is no secret that Google tends to keep the algorithm close to the vest.  Google has never and will most likely never reveal the details of an algorithm change before it is implemented, thus we (SEO agencies) rely on community data and speculation to help make decisions on content and technical changes.

One of these community data sources is twitter and a few key profiles that share insider data in relation to Google algo updates.

In November 2019, we saw rankings go crazy especially in Google Local (Google Maps) search results.  After some careful research we were able to nail down that there was in-fact an algorithm update related to Google Local.

1. Google added neural matching to local queries in November.  Google initially rolled neural matching in 2018 for normal organic search inquiries back in 2018:

In early November, we began making use of neural matching as part of the process of generating local search results. Neural matching allows us to better understand how words are related to concepts, as explained more here: https://t.co/ShQm7g9CvN

— Google SearchLiaison (@searchliaison) December 2, 2019

We already used it from last year for all organic web results. It’s now applied to local listing (IE map pack etc) — Danny Sullivan (@dannysullivan) December 2, 2019

2. Google is calling the update “The Nov. 2019 Local Search Update”. It is rolled out but the AI driving it can change the algorithm over time:

Neural matching in local search — which we call the Nov. 2019 Local Search Update — has now fully rolled out. However, as with web search, results can change as there are smaller updates that happen all the time, as well as content itself that constantly changes…

— Google SearchLiaison (@searchliaison) December 2, 2019

  3. The water has apparently settled and adjustments can start being made to keep up with the algorithm change:

As explained, there are always going to be fluctuations because we’re always updating our systems and content itself changes. But the larger changes noted early last month from the neural matching update should be settled down. — Danny Sullivan (@dannysullivan) December 2, 2019

4. This update pulls data from your Google My Business profile listing, but it also is pulling data from elsewhere in determining your ranking.  These other sources could be; your website, online citations, backlink anchors, etc.  Here’s Danny’s answer :

It applies to all the ways we gather information about a business, which includes GMB listings as well as content on the web about it.

— Danny Sullivan (@dannysullivan) December 2, 2019

The moral of the story is that Google is an ever changing machine that will never stop progressing.  You either need to keep up with the algorithm updates and make necessary adjustments or hire a reasonable and knowledgeable team to do it for you if you want to have a chance in Google Search!