The Venice Update

Launched in February 2012, the Venice Update was a significant algorithm change that aimed to improve local search results. This update was designed to provide more relevant local results for queries, even when the search didn’t include a specific location.

 

Fallouts and Highlights from the Update

The Venice Update caused a notable shift in search results, particularly for queries that could have local intent. Many businesses saw changes in their visibility for non-geo-modified keywords, with local businesses often gaining prominence in search results for their area.

One of the most significant impacts was on national or international businesses that had previously dominated search results for generic terms. For instance, a large hotel chain might have previously ranked highly for “hotels” across the country, but post-Venice, local hotels began appearing more prominently in results based on the searcher’s location.

The SEO community initially had mixed reactions to the update. Local SEO specialists welcomed the change, seeing it as an opportunity for smaller, local businesses to compete more effectively against larger national brands. However, some national brands and their SEO teams found themselves needing to quickly adapt their strategies to maintain visibility across multiple locations.

Google didn’t make any official announcements about the Venice Update, but SEO professionals quickly noticed the changes and began discussing them in forums and blogs. The update was seen as part of Google’s broader push towards providing more personalised and relevant search results.

 

Strategy Evolution

The Venice Update necessitated several shifts in SEO strategy:

1. Increased focus on local SEO tactics, even for businesses targeting broader areas
2. Greater emphasis on consistent NAP (Name, Address, Phone number) information across the web
3. More attention to local citations and directory listings
4. Development of location-specific content for multi-location businesses
5. Integration of local signals into overall SEO strategy, including on-page optimisation and link building

 

This update highlighted the importance of having a strong local presence online, even for businesses that weren’t traditionally considered “local”. It encouraged SEO professionals to think more holistically about how users in different locations might be searching for products or services.

For multi-location businesses, the Venice Update often meant creating individual location pages and tailoring content to specific geographic areas. It also led to an increased focus on earning links and citations from local sources, such as chambers of commerce, local news sites, and industry-specific local directories.

The update also underscored the growing importance of Google Business (then called Google Places) listings and the need to optimise these profiles for local search visibility.

Overall, the Venice Update marked a significant step in Google’s efforts to provide more relevant, location-specific results, pushing SEO professionals to integrate local SEO tactics into their broader strategic approach.