Google states, “how far is each potential search result from the location term used in a search? If a user doesn’t specify a location in their search, Google will calculate distance based on what’s known about their location”

• Proximity to Searcher (Google tends to show results specifically tailored to the searchers known or assumed location and travel method if known)
• Distance from Centroid (Google tends to cluster snack pack results, this is not the center of the city, but the center of niche business cluster)
• Method of Travel (Google tends to show results specifically tailored to the mode of transportation a searcher is using if it is determinable to them – a search on an Android while walking produces different results then when searching while driving)

Key Takeaway and Action Item – The only elements we have any control over are, a) making sure that we do use location and city keywords throughout the entire optimization process, whether we are writing a GMB description or optimizing the linked website on-page elements the use of location keywords and identifiers is of paramount importance.

Google goes on, “Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches”

• Searcher’s Intent and Micro Moments (Google tends to predict a searcher’s intent based on keywords and phrases used, mode of travel, and proximity to deliver individually tailored search results)
• Buyer Intent Optimized GMB Descriptions (Ensure the GMB description is keyword optimized using search terms and phrases prospective customers would use when looking for a particular product or service)
• GMB Categories (Ensure your listing categories are the ones that Google is showing for your targeted keywords and phrases)
• Keyword in GMB Name (While Google tends to rank listings with keywords in the name higher, we do not recommend that this be included as an optimization strategy as it can result in listings getting suspended due to spam)
• Physical Address in City of Search (Having an address in the searched for location is a relevance factor, but one we have little control over)

Key Takeaway and Action Items – For best results choose to optimize for locations the business has physical addresses in and then utilize your location keywords strategically with specific service and/or product keywords and descriptors throughout the GMB listing and associated local search campaign, and create as many location and geo-relevant signals as possible using geo-linking strategies and driving direction maps to help convince the local algo that our business is relevant for a particular area.

Google continues, “Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization”

• Higher Organic Rank (Google specifically states the linked website’s rank directly influences GMB listing rank. Generally, if your website does not rank in the top 20 or 30, the GMB will not rank either and if all things are equal the listing with the higher ranked website will also rank higher in local search)
• GMB Reviews (Google tends to rank listings with more quality reviews higher than those with fewer reviews)
• More Back Links to Associated Website (Links are still one of the top ranking factors for local search. The more quality links you have to the associated website, the higher the GMB listing tends to rank. Links containing keyword or location anchor text seemed to work best)
• GMB Photos (Google tends to rank GMB listings with more photos higher then those with fewer)
• Consistent NAP and Business Information (Google tends to rank GMB listings higher, where the brand has a strong, consistent and prominent online presence across the top social profiles, business directories, website landing page and other brand parasites)
• Higher Page Rank (There is significant data that shows websites with higher PR have GMB listings that also rank higher, despite the fact that PR has been publicly denounced as any sort of ranking factor)
• Less Time Between Reviews (Google tends to rank businesses higher that have recent reviews and frequent reviews)
• Less Time Between G+ or GMB Posts (Google tends to rank businesses higher that post more frequently)

Key Takeaway and Action Items – Prominence Factors are the area where we, as local SEO’s, can make the most impact and truly influence local search rankings when you take a holistic and comprehensive strategy to local search optimization.

Perform a Local Search that pulls a Snack Pack and Click “More Places”

Note Only 4 Listings in Our Example – Now Click the “+” Button to Zoom on the Map

Now Note the 2 Pages of Results that Are Being Filtered By Possum

Now that we know Possum affects the weaker listings that have a similar address or affiliation it becomes easier to understand how to beat the Possum filter and increase your local rankings. You need to employ strategies and tactics to ensure that your listing is not the weakest, meaning you need to optimize your listing, build your online brand, and start ranking your website. It’s all the same things you need to do to rank in the 3 pack!

At it’s most basic you beat Possum by outranking your competition. The most prominent and relevant brand wins whether discussing Possum or the 3 pack.

So let’s recap exactly how you build the strongest local brand:

1. Choose the Correct GMB Category
2. Create a Local Link Strategy
3. Build the Online Brand Foundation
4. Optimize Your GMB Listing
5. Create and Share GMB Posts
6. Create an Optimized GMB Website
7. Optimize the Attached G+ Page (depreciated)
8. Build Branded Links
9. Claim and Optimize Other Map Listings
10. Link Networks and Link Building
11. Niche and Local Link Building and Brand Mentions

To learn more about any of these tactics read our entire guide on local maps and Google My Business ranking and SEO