Google’s Diversity Update: Why Your Local Rankings Dropped

Google’s Diversity Update: Why Local Rankings Have Changed and How to Fix It

What Is the Google Diversity Update and Why Has It Affected Local Rankings?

Google has introduced a change that is shaking up local search results, and businesses are seeing their organic rankings drop overnight. This update, known as the Diversity Update, stops a business from dominating both the local pack and organic search results for the same keyword. If a company already appears in the local pack, its website may now be pushed down in the organic rankings. This shift is affecting thousands of businesses, but the good news is there is a way to fix it.

How Has Google’s Update Changed Local SEO?

For years, businesses aimed to rank in both the local pack and organic listings to maximise visibility. Google’s update has changed that by introducing a new ranking system that limits how often a business can appear on page one. If a company is already in the local pack, its organic ranking is likely to be downgraded, reducing the number of times it appears on the first page of search results.

Why Are Businesses Losing Traffic?

This update has caused a significant drop in traffic for businesses that previously held strong positions in both local and organic results. Companies that relied on their website to attract visitors are now seeing fewer clicks. The industries hit hardest include law firms, home services, and other local businesses that used to rank well in both sections. The change has not affected all businesses at once, with some seeing drops in August 2024 and others only noticing a decline by November.

Who Benefits from This Local SEO Change?

Not every business is losing out. Companies that rely on service area pages rather than physical locations are seeing improvements. If a business has well-optimised service pages for multiple areas but no physical presence, it may have gained rankings as competitors were pushed down. This change is making local SEO more competitive and forcing businesses to rethink their strategies.

How Can You Fix Your Google Rankings After the Update?

If your business has lost organic rankings, the solution is simpler than expected. The issue is happening at a page level, meaning the page linked to your Google Business Profile is affecting how your website ranks. Here’s what to do:

Check Your Google Business Profile Link

• Look at the page your Google Business Profile is linked to.

• If it is the same page that has dropped in organic rankings, that may be the reason for the decline.

Change the Linked Page

• Try linking your Google Business Profile to a different relevant page instead of the highest-ranking one.

• This adjustment has been tested with businesses, and the results showed rankings recovering almost immediately.

Keep Testing and Monitoring

• Not every business is affected the same way, so test changes and monitor the impact.

• SEO is always evolving, and small adjustments can make a big difference.

Why Are Some Businesses Still Ranking Well in Both Local and Organic?

Some businesses have enough strength in their SEO strategy to absorb the impact of this update. Factors such as strong backlink profiles, high domain authority, and excellent content can help businesses maintain their rankings despite the update. If a company has significantly stronger SEO than its competitors, it can still appear in both places, but this is becoming less common.

What Should You Do Next?

If you have noticed a drop in rankings, check your Google Business Profile settings and test linking to a different page. If your rankings recover, you have successfully adapted to the change. SEO is always shifting, and this update is just one of many that will shape local search in the future.

FAQs

What is the Google Diversity Update?

Google’s Diversity Update is a change to search rankings that stops businesses from appearing in both the local pack and organic search results for the same keyword.

Why did my organic rankings drop?

If your business appears in the local pack, Google may have downgraded your website’s organic ranking to avoid showing the same business twice.

How do I fix my local SEO rankings?

Try linking your Google Business Profile to a different page on your website instead of the one that previously ranked highest organically.

Should I stop optimising for organic search?

No, organic SEO is still important. This update means businesses need to adjust their strategies, but organic traffic remains valuable.

How can I track if my business is affected by this update?

Monitor your rankings in both the local pack and organic search. If your website has dropped but your local ranking remains, this update is likely the cause.