Google, I believe, for the first time ever, has confirmed a Google Local update. Google confirmed on Twitter the November local update we wrote about here a few times, some are also calling it the Bedlam update. But Google named it the Nov. 2019 Local Search Update.
We first wrote about this update on November 7th when we saw a lot of chatter within the local SEO community for a few days in a row. Then Joy Hawkins named it the Bedlam update, thinking this was a relevancy update - which is kind of is. It was neural matching getting into the local algorithm for the first time.
Let me go through everything I know about this update since I wrote about it at Search Engine Land.
(1) Google added neural matching to local queries, something Google did to normal queries back in 2018:
In early November, we began making use of neural matching as part of the process of generating local search results. Neural matching allows us to better understand how words are related to concepts, as explained more here: https://t.co/ShQm7g9CvN
— Google SearchLiaison (@searchliaison) December 2, 2019
(2) It helps Google understand the query and how it related to concepts, including the business name but beyond that:
The use of neural matching means that Google can do a better job going beyond the exact words in business name or description to understand conceptually how it might be related to the words searchers use and their intents...
— Google SearchLiaison (@searchliaison) December 2, 2019
(3) Google is calling this the Nov. 2019 Local Search Update
(4) It is fully rolled out but it is AI based so things change over time with it:
Neural matching in local search -- which we call the Nov. 2019 Local Search Update -- has now fully rolled out. However, as with web search, results can change as there are smaller updates that happen all the time, as well as content itself that constantly changes...
— Google SearchLiaison (@searchliaison) December 2, 2019
(5) Nothing you need to change if you were impacted, just keep doing what you do:
The use of neural matching in local search doesn’t require any changes on behalf of businesses. Those looking to succeed should continue to follow the fundamental advice we offer here: https://t.co/tPkyuyMjsP
— Google SearchLiaison (@searchliaison) December 2, 2019
(6) It is a global launch, impacting all languages and regions:
For those who have asked (and thanks for the good question), this was a global launch covering countries and languages worldwide.
— Google SearchLiaison (@searchliaison) December 2, 2019
(7) It will continue to update but the bigger changes should have settled down by now:
As explained, there are always going to be fluctuations because we're always updating our systems and content itself changes. But the larger changes noted early last month from the neural matching update should be settled down.
— Danny Sullivan (@dannysullivan) December 2, 2019
Neural matching is done. But that said, it'll keep being improved. More important, we always have other updates. That's what this part was covering: https://t.co/0zS8kcmIgG https://t.co/0zS8kcmIgG
— Danny Sullivan (@dannysullivan) December 2, 2019
(8) It is not new to search but new to local search results:
We already used it from last year for all organic web results. It's now applied to local listing (IE map pack etc)
— Danny Sullivan (@dannysullivan) December 2, 2019
(9) It is not specific to fight spam but can help.
It's not spam-specfic. It's about better understanding overall. But potentially that may help with spam, especially of that type and generally maybe helping businesses not feel pressure they have to shove every keyword into their name.
— Danny Sullivan (@dannysullivan) December 2, 2019
(10) This is unrelated to BERT:
No. Neural matching is separate from BERT. There's no change to what we've said about BERT.
— Danny Sullivan (@dannysullivan) December 2, 2019
BERT isn't the same as neural matching.
— Danny Sullivan (@dannysullivan) December 2, 2019
(11) It is similar but not exactly like Hummingbird:
They're similar in concept. Hummingbird worked to understand more about a query by taking more into account all the words that were part of it. Neural matching is explained in the previous link I shared.
— Danny Sullivan (@dannysullivan) December 2, 2019
(12) This is about language, not proximity:
It's about language, not proximity. But to the degree that language might help us understand something is related to a place, it may have an influence.
— Danny Sullivan (@dannysullivan) December 2, 2019
(13) Neural matching looks at both the query and the content:
Yes, though it helps with understanding both queries and content
— Danny Sullivan (@dannysullivan) December 2, 2019
(14) Content both in your Google My Business listing and elsewhere:
It applies to all the ways we gather information about a business, which includes GMB listings as well as content on the web about it.
— Danny Sullivan (@dannysullivan) December 2, 2019
(15) Google will try to keep us updated on Local Search updates going forward, this is the first time Google confirmed a local update for us:
Yes. Will be trying to do more of this going forward.
— Danny Sullivan (@dannysullivan) December 2, 2019
(16) It helps Google understand better:
To the degree understanding language better helps, maybe.
— Danny Sullivan (@dannysullivan) December 4, 2019
That's probay reading more into it than should be. It helps us understand concepts better rather than words alone. Butt beyond that, there are many different factors used to understand & respond to queries.
— Danny Sullivan (@dannysullivan) December 4, 2019
So there are 16 things on this rollout for the Nov. 2019 Local Search Update and how Google added neural matching to local search.
Forum discussion at Twitter, WebmasterWorld and Local Search Forums.
