What does the Vicinity algorithm update mean for local Fire & Security businesses?

Between 30 Nov and 8 Dec, Google rolled out a local search update called Vicinity. Local Search is the map listings that show on your PC or mobile for the nearest supplier of whatever you are searching for.

The goal was to rebalance some of the factors that are considered when Google generates local search results.

WHY VICINITY?

It is believed that the update was targeting proximity as a ranking factor… to try to stop businesses from being able to rank on a search that is a long way from the location of their actual business premises.

And particularly those businesses that stuff keywords into the business name in their Google Business Profile to try to improve their ranking.

Keyword stuffing has been a real problem in the Fire & Security sector. We have all seen company listings that seem to be saying that their name is Burglar Alarm Installer in [TOWN]. And there is nothing more galling than when one of those listings pushes out another local installer who IS following Google’s guidelines by adding just their company name into that section.

Because the Local Search Pack will only show 3 (or sometimes 4) listings. AND being one of those top listings is a great way to get more leads.

WHAT DOES VICINITY MEAN FOR LOCAL FIRE & SECURITY BUSINESS OWNERS?

The guidelines continue to state that the algorithm determines results based on relevance, distance and prominence. But Google is now also suggesting that in order to boost visibility, local businesses should:

Enter complete data
Verify locations
Keep opening hours accurate
Manage and respond to reviews
Add photos

Have you seen a rise or fall in the Local Search rankings for your Fire & Security business?

Need some help to get your Fire & Security company to rank in the Google Local Pack?

Contact Lollipop:
Call: 01702 476517
Email: info@lollipoplocal.co.uk

#firesecurity #fireandsecuritymarketing #securitymarketing