Google’s Diversity Update 2012

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Google has always talked about diversity in its SERP pages. However I have never really seen that much of an effect as it is not uncommon to see the same domain appear on page 1 multiple times.

I read recently on SE Rountable about the latest Google attempt at diversity and how it probably has a fair way to go.

I generally agree with what Barry has said however feel that the example used (‘bobs furniture’) was more of a branded term so naturally, the results will be heavily skewed towards the brand. This is one of the factors that led to Panda doing what it did, favoring brands.

I think the diversity update is starting to really have an affect on a url level and possibly to the extent of being domain driven. Previously for non branded terms is was easy to rank a business for Local search and organic rankings with the same url (root domain or otherwise). Now it looks like Google has taken a step further by no longer allowing the same url and domain to be in both Places/Local and organic results for the front page.

Some of my clients are asking where their rankings have gone and I believe that its simply a matter of Google giving them their top spot (Local) but not duplicating their lisitng into the organic results. Albeit no one likes to hear that but I am seeing a pattern here. It would be interesting to see if this is more of an observation for certain categories or whether this is going to be a standard for non branded terms moving forward.

I have done a few basic searches and have failed to see duplicate urls, or even domains, when it comes to a local search based query. If you have noticed this as well shoot us an email and let us know. Note I am referring to results where they are Local listings in the results, not for non local searches, I am definitely still seeing duplicate domains there.

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