In early September 2016, owners of local businesses started noticing something odd. Listings that had sat comfortably in Google's local three-pack for months suddenly vanished for their main keywords, while businesses based just outside a city's official boundary began appearing for searches that named that city. Many owners assumed their profiles had been deleted. In most cases they had not: they were being filtered.
The local SEO community nicknamed the change "Possum", because so many listings looked dead but were really only "playing possum". Google never confirmed the update, never described it and never gave it a name. That makes Possum a useful case study in how to read an unconfirmed change: what was actually observed, who documented it, and what the observations still mean for local businesses in 2026.
In this guide you will learn what changed around 1 September 2016, which observations came from respected local search analysts, what was never verified, and how to audit your own Google Business Profile listings if you think a filter (rather than a penalty) is holding you back.
Key Takeaways
- Possum is an industry nickname for a local search change observed around 1 September 2016. Google never confirmed it.
- The best-documented effect was stronger filtering of listings that share an address, category or ownership with another listing.
- Businesses just outside city limits reportedly gained visibility for searches naming that city.
- Analysts stressed that the filter was not a penalty: filtered listings could still rank for other queries.
- The practical lessons (distinct listings, accurate categories, location-aware rank tracking) still apply in 2026.
The Possum update at a glance
Because nothing about Possum came from Google, every detail below comes from people who tracked local results closely at the time. The most-cited write-up is Joy Hawkins' analysis for Search Engine Land, which looked at dozens of listings that had moved sharply in both directions.
| Item | Details |
|---|---|
| Name | Possum (industry nickname; Search Engine Land credits local SEO Phil Rozek with suggesting it) |
| Date observed | Around 1 September 2016 (from industry trackers and analysts, not Google) |
| Type | Local search ranking and filtering change |
| Confirmed by Google? | No. Google made no announcement and published no documentation |
| Main scope reported | The local pack (3-pack) and Local Finder, according to Joy Hawkins' analysis |
| Organic impact | Unclear. A possible organic change shortly afterwards was discussed but not confirmed |
Hawkins described it as a large local algorithm update and suggested that its main goals were to diversify local results and reduce spam. She also noted that Google might still have been testing ranking signals, so some effects could be reversed. Both of those points are informed interpretation, not Google statements, and should be read that way.
What actually changed
Most of the reported changes fall into five groups. The table below summarises them alongside a practical response.
| Observed change | What analysts reported | What to do about it |
|---|---|---|
| Address and affiliation filter | Listings sharing an address with another listing in the same category were filtered more often; adding a suite number did not help | Make sure each listing represents a genuinely distinct entity, with its own category focus and, where appropriate, its own landing page |
| Businesses outside city limits | Businesses just beyond a city's boundary saw large gains for city-name keywords | Do not assume your physical address excludes you from a nearby city's searches; build relevance with clear service-area content |
| Searcher location | The physical location of the person searching mattered more | Track rankings from several points across your service area, not one central location |
| Keyword variations | Results changed more between similar queries (for example, adding a state abbreviation) | Track a cluster of variations, not a single "money" keyword |
| Local vs organic filters | The local filter appeared to work more independently from the organic filter | Review local pack and organic rankings separately when diagnosing drops |
The address and affiliation filter
The change that caused the most alarm was filtering. Before Possum, it was common for several listings at the same address, such as a medical practice plus each of its doctors, to fill the local pack. Afterwards, analysts saw Google show one of those listings and hide the others for a given query. Hawkins also reported that Google appeared to detect common ownership across different addresses and business names.
A before-and-after review by the agency Search Influence, published on 26 September 2016, shows how this played out in practice. In April 2016, one plastic surgery practice in Albany, New York held most of the top "More Places" positions in Maps; after Possum, a competing client appeared in the three-pack. The author was careful to say this was one case and that more observation was needed, which is the right level of caution for a single example.
“Keep in mind, this filter is not the same as a penalty.”
— Joy Hawkins, Search Engine Land, Everything you need to know about Google's 'Possum' algorithm update
That distinction matters. A filtered listing is not removed and is not being punished; it is simply not shown alongside a listing Google considers too similar for that query. The fix, if one is needed, is about differentiation, not about "recovering" from a sanction.
Businesses outside city limits
The second notable change helped businesses located just beyond a city's official boundary. Before September 2016, these businesses often struggled to rank for searches containing the city name. Hawkins reported large gains for some of them, including one example that moved from position 31 to position 10. Emulent's later summary of the update describes the same pattern.
Location and query sensitivity
Analysts also saw rankings depend more on where the searcher was standing and on the exact wording of the query. This matches how Google describes local results today: its Business Profile help centre says local results are mainly based on relevance, distance and prominence. Distance is, by definition, different for every searcher, which is why one fixed rank-tracking location can give a misleading picture. Our guide to local SEO ranking factors explains those three pillars in more detail.
What was never confirmed
It is worth being explicit about the limits of what we know. Google never confirmed that a local update happened on or around 1 September 2016, never stated its purpose, and never commented on the name. There is no official list of affected industries and no Google figure for how many searches changed. Treat any article that gives a precise percentage of "affected businesses" with suspicion unless it links to its own measured data.
This is the same approach we recommend for any unconfirmed change, and our explainer on confirmed vs unconfirmed Google updates covers how to weigh community reports. If you are unsure whether a drop is real at all, our checklist for what to do during an unconfirmed update walks through the first checks.
How to audit your listings for filtering in 2026
Local results have changed many times since 2016, including a later local shift the industry calls the Vicinity update. The core diagnostic process for a "missing" listing, though, has stayed similar.
- Confirm the listing still exists and is verified in your Google Business Profile dashboard.
- Search for the exact business name. If it appears, the listing is live and you are likely dealing with filtering or ranking, not removal.
- Check which other listings share your address, phone number, website or primary category, including practitioner listings and old duplicates.
- Review your primary and secondary categories against what each listing genuinely offers; our guide to Google Business Profile categories helps here.
- Run rank checks from several locations across your service area and for several keyword variations.
- Compare local pack visibility with organic rankings for the linked page, since the two can move independently.
- Document what you change and when, then review results over weeks rather than days.
If you manage several practitioners or departments at one address, the goal is not to "beat" the filter but to make each listing clearly represent something distinct and useful to searchers. For multi-location brands, our article on how algorithm updates affect local businesses and our local ranking drop checklist go further.
Common mistakes after a suspected local filter
- Assuming a penalty. A filtered listing is not penalised. Treating it as a penalty leads to drastic, unnecessary changes.
- Creating more listings. Adding duplicate or virtual-office listings to "get around" filtering breaks Google Business Profile guidelines and can create bigger problems.
- Keyword-stuffing the business name. This is a guideline violation and a common reason for suspensions.
- Tracking from one point. A single rank-tracking location hides how strongly proximity affects local results.
- Blaming "Possum" for every local drop. Many later drops come from competitors, reviews, categories or new local features, not from a 2016 change.
Where Possum fits in the bigger timeline
Possum is one of several local search shifts the industry has named, alongside later changes such as Vicinity. It arrived in the same month that Google announced Penguin 4.0 became part of the core algorithm, which is one reason September 2016 was so volatile for SEOs. For the full chronology, see our Google algorithm updates hub.
Related Guides
- Google's Intrusive Interstitials Penalty (2017): Pop-Ups That Hurt Rankings
- The Fred Update (2017): What We Know About an Unconfirmed Update
- The March 2018 'Brackets' Core Update and Google's 'No Fix' Message
Frequently Asked Questions
Did Google confirm the Possum update?
No. Google never announced or confirmed it. The name and the details come from local SEO analysts who observed changes around 1 September 2016.
Why is it called Possum?
According to Search Engine Land, the name was suggested by Phil Rozek because many listings looked as if they had disappeared but had only been filtered, so they were "playing possum".
Is a filtered listing the same as a suspended one?
No. A suspended listing is removed from Maps and Search. A filtered listing still exists and can still rank for other queries; it just is not shown for some searches alongside a similar listing.
Does Possum still affect local rankings in 2026?
Google does not describe local ranking in terms of named updates. However, filtering of very similar listings and the importance of distance and relevance remain part of how local results behave.
Should I add a suite number to avoid the filter?
Analysts reported in 2016 that adding a suite number did not prevent filtering. Focus on accurate, distinct listings that follow Google Business Profile guidelines instead.
Conclusion
Possum is a reminder that not every big ranking change comes with a Google announcement, and that "my listing disappeared" often means "my listing is being filtered". Stay factual, separate observations from confirmed facts, and audit your listings methodically. If you want help reviewing your profiles, categories and location tracking, our local SEO services team can run a full audit, or you can request a quote.
