Google’s Diversity Update 2012

Posted on: September 18, 2012

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.

William Bakhos is an SEO and Adwords professional and has been implementing best practice online marketing initiatives since 2004. Along with consulting to National and International companies and digital teams, William is the founder of the Web Marketers Crew, a Sydney based optimisation and online strategy company.

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