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Google’s latest algorithm change, nicknamed the ‘Diversity Update,’ has significantly impacted search rankings, leaving many businesses scrambling to adjust. This update shifts how companies appear in search results, particularly those that previously dominated both local and organic listings.

For businesses affected by this change, understanding the update and implementing strategic adjustments is essential to regaining visibility. Here’s what you need to know about the Diversity Update, its impact, and how to adapt your SEO strategy accordingly.

What Is Google’s “Diversity Update?”

The Diversity Update is designed to reduce the dominance of certain businesses in both the Google Local Pack and organic search results. The key change? If a business already holds a top spot in the Local Pack, Google may now suppress its ranking in organic search results to provide greater variety on the search engine results page (SERP).

Previously, businesses that ranked highly in local search often enjoyed prominent positions in standard organic listings as well. However, this update prevents one company from occupying multiple top positions, aiming to increase diversity in search results and give more businesses a fair chance at visibility.

When Did the Update Roll Out & Who Is Affected?

Google began discretely rolling out the Diversity Update in August 2024, with its full impact becoming more evident in the following months. By October and November, even businesses that initially seemed unaffected started noticing changes in their rankings.

The update has had a significant impact on major companies that previously dominated both local and organic search results. Many of these businesses have reported:

• Declining web traffic due to reduced visibility in organic search
• Lower engagement rates, as fewer users find their websites in search results
• Decreased lead generation, impacting revenue and customer acquisition

For businesses heavily reliant on dual rankings in local and organic search, this shift has created a need for SEO strategy adjustments.

How to Adjust Your Strategy After the Diversity Update

If your business has been negatively affected by this update, there are ways to regain lost rankings. The key lies in re-evaluating how your Google Business Profile (GBP) is linked and making strategic adjustments.

Here’s what you can do:

Reconsider Which Page You Link to Your Google Business Profile

Previously, businesses often linked their GBP to their top-ranking page. With the update, this strategy may no longer be effective. Instead, consider linking your GBP to a related but alternative page to prevent ranking suppression.

Optimize Additional Landing Pages

Businesses with multiple location-based pages may benefit from diversifying their link structure. Ensure each page is fully optimized with local keywords, service details, and unique content to improve its standing in organic search.

Strengthen Your Overall SEO Strategy

Since Google is prioritizing diversity in rankings, a well-rounded SEO approach is more critical than ever. Focus on content marketing, high-quality backlinks, and improved user experience to boost organic performance outside of local search.

By making these strategic shifts, businesses can adapt to the new algorithm while maintaining strong visibility.

Who Benefits from Google’s ‘Diversity Update?’

While this update has disrupted rankings for larger, more dominant businesses, it has also created new opportunities for smaller companies. Businesses that previously struggled to rank due to strong competition now have a better chance at appearing in search results.

Key groups that may benefit include:

• Small and mid-sized businesses that previously ranked lower in competitive local searches
• Companies with multiple service area pages, as Google now spreads visibility more evenly
• Emerging brands that may now find it easier to break through in their industry

This update levels the playing field and gives more businesses the chance to attract organic traffic, making strategic SEO even more important.

Seek Guidance for Adapting to Google’s Algorithm Updates

Keeping up with Google’s ever-evolving algorithms can be challenging, especially when major updates like the Diversity Update disrupt established rankings. Partnering with an experienced digital marketing team can help businesses navigate these changes effectively.

For a comprehensive SEO analysis and tailored strategies to recover and grow your rankings, BluShark Digital is here to help. Contact us today to stay ahead of the competition and maximize your online presence.