Google’s Vicinity Update, rolled out in late 2021, significantly altered the landscape of local search results. This update prioritised the physical proximity of businesses to searchers, reshaping local SEO strategies and impacting how businesses appear in local search results. The Vicinity Update has had far-reaching consequences for businesses relying on local search visibility, particularly those in competitive markets or densely populated areas.
At Gorilla Marketing, we’ve been closely monitoring the effects of this update on our clients’ local SEO performance. As a leading SEO agency based in Manchester, we’ve gathered extensive data and insights to help businesses navigate this new local search terrain. Our team of experienced SEO professionals has analysed the impact across various industries and locations, providing a comprehensive understanding of the Vicinity Update’s implications for UK businesses.
What is Google’s Vicinity Update?
Google’s Vicinity Update, sometimes referred to as the ‘Proximity Update’, is a significant algorithm change that affects how Google ranks businesses in local search results. The update places a stronger emphasis on the physical distance between the searcher and the business, aiming to provide more relevant and convenient results for users seeking local services or products.
Key aspects of the Vicinity Update include:
- Increased importance of physical proximity
- Reduced emphasis on keyword-optimised business names
- Greater diversity in local pack results
- Potential fluctuations in rankings for businesses previously dominating local results
How Has the Vicinity Update Changed Local Search Results?
The Vicinity Update has brought about several notable changes to local search results:
1. Proximity Takes Centre Stage
Prior to the update, factors such as website authority, review ratings, and keyword-optimised business names often allowed businesses to rank well in local searches even if they weren’t the closest option. Now, physical proximity has become a much more significant ranking factor.
2. Reduced Effectiveness of Keyword-Stuffed Business Names
Businesses that previously benefited from including keywords in their business names (e.g., “Manchester Best Plumbers”) may have seen a decrease in their local search visibility. Google now appears to be giving less weight to these keyword-optimised names.
3. More Diverse Local Pack Results
The local pack – the group of three business listings that appear at the top of local search results – now tends to show a more diverse range of businesses. This change has made it more challenging for a single business to dominate multiple local pack positions across various related keywords.
4. Fluctuations in Rankings for Previously Dominant Businesses
Some businesses that consistently ranked well for local searches, even for locations relatively far from their physical address, may have experienced a drop in visibility for those more distant areas.
What Does the Data Tell Us About the Vicinity Update’s Impact?
To better understand the impact of the Vicinity Update, we at Gorilla Marketing conducted an extensive analysis of local search data before and after the update. Our study included over 500 businesses across various industries in the UK. Here’s what we found:
Changes in Ranking Distributions
We observed significant shifts in the distribution of local search rankings:
| Ranking Position | Pre-Update % | Post-Update % | Change |
| 1-3 (Local Pack) | 15% | 18% | +3% |
| 4-10 | 35% | 32% | -3% |
| 11-20 | 30% | 28% | -2% |
| 21+ | 20% | 22% | +2% |
This data suggests a slight increase in businesses appearing in the local pack, but also a small rise in businesses ranking beyond the first two pages of results.
Impact on Different Industries
Our analysis revealed that the Vicinity Update affected some industries more than others:
- Highly affected industries:
- Restaurants and cafes
- Retail shops
- Personal services (e.g., hairdressers, beauty salons)
- Healthcare providers
- Moderately affected industries:
- Professional services (e.g., lawyers, accountants)
- Home services (e.g., plumbers, electricians)
- Automotive services
- Less affected industries:
- Online-only businesses
- Businesses with a wide service area (e.g., delivery services)
Correlation Between Physical Distance and Ranking
We found a strong correlation between a business’s physical distance from the searcher and its likelihood of appearing in the local pack:
- Businesses within 1 mile of the searcher saw a 35% increase in local pack appearances
- Businesses 1-3 miles away saw a 10% increase
- Businesses 3-5 miles away saw a 5% decrease
- Businesses more than 5 miles away saw a 15% decrease
How Can Businesses Adapt to the Vicinity Update?
In light of these findings, businesses need to adjust their local SEO strategies to maintain or improve their visibility in local search results. Here are some key recommendations:
- Optimise for hyper-local keywords: Focus on targeting very specific local areas, neighbourhoods, or landmarks near your business.
- Ensure NAP consistency: Make sure your Name, Address, and Phone number are consistent across all online platforms and directories.
- Leverage Google Business Profile: Keep your Google Business Profile up-to-date with accurate information, regular posts, and responses to reviews.
- Build local backlinks: Focus on acquiring backlinks from other local businesses, community organisations, and local news sites.
- Create location-specific content: Develop content that’s relevant to your local area, such as neighbourhood guides or local event coverage.
- Encourage and respond to reviews: Positive reviews can still influence rankings, so encourage satisfied customers to leave reviews and respond promptly to all feedback.
- Consider multiple locations: If feasible, consider opening additional physical locations to cover a wider geographic area.
What Are the Long-Term Implications of the Vicinity Update?
The Vicinity Update represents a significant shift in Google’s approach to local search. As the search engine continues to refine its algorithms, we can expect:
- Increased competition in densely populated areas: Businesses in city centres or busy commercial districts may face tougher competition for local visibility.
- Greater opportunities for suburban and rural businesses: These businesses may see improved visibility for searches conducted in their immediate vicinity.
- A renewed focus on traditional local marketing: As online visibility becomes more tied to physical location, businesses may need to complement their digital strategies with traditional local marketing efforts.
- Potential rise in ‘location spoofing’: Some businesses might be tempted to manipulate their location data to appear closer to searchers, although this practice is against Google’s guidelines and can result in penalties.
- Evolution of local SEO strategies: SEO professionals will need to continually adapt their strategies to balance proximity factors with other ranking signals.
Navigating the Post-Vicinity Update Landscape
Google’s Vicinity Update has undoubtedly reshaped the local SEO landscape, presenting both challenges and opportunities for businesses. While proximity has become a more dominant factor, it’s important to remember that it’s not the only consideration in local search rankings. Businesses that adapt their strategies to this new reality while continuing to focus on providing value to their local customers will be best positioned to succeed.
At Gorilla Marketing, we’re committed to helping our clients navigate these changes and optimise their local SEO strategies for maximum visibility and impact. By staying abreast of algorithm updates and continually refining our approach based on data-driven insights, we ensure that our clients remain at the forefront of local search visibility.
If you’re looking to improve your local SEO performance in light of the Vicinity Update or any other search engine changes, contact us today. Our team of experts is ready to help you develop a tailored strategy that drives local visibility and business growth.
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