Digital marketers have again tied their shoelaces as Google has launched its new algorithm named "Possum,”. For those who are wondering what this new update is all about, Possum is a local algorithm update released on September 1, 2016. This update is aimed to impact ranking in the 3-pack and Local Finder, i.e. Google Maps results or the local results. In addition, its main aim is to prevent spammy and duplicate results and diversify the local search for people searching for a local business or service.Below are discussed four major changes this update is expected to bring. Read on to learn whether SEO companies in USA will benefit from it or not.Preference to Local FilterIt seems like Google’s local filter is functioning independently from its organic filters. This is quite clear with the fact that Google is filtering out of its index those local search results with a link to a website. For instance, if Possum update considers a page as duplicate and decides to filter it out of its SERP, a local result with that same page related with the listing can still be returned.Moreover, businesses now will have the opportunity to get ranked twice in the 3-pack while earlier one of the two listings were be filtered out. This means that top SEO companies have two opportunities to present in a 3-pack for both a “www” version and a non-“www” version of their website. With this, it is clear how local filter operates independently from the organic filter and that they are less connected than before.Unfortunate AddressesIf a company’s physical location is outside the city’s periphery, but most of its clients are within the city, then it is possible that Local Packs have not necessarily aided these businesses earlier. Local Packs are exhibited within Google’s SERP that offers searchers with relevant business information.Affiliation FilterEarlier, local algorithms were used to filter out local profiles, which shared either a phone number or domain eliminate duplicates in the Local Pack. However, after this new update, it seems like another dimension has been added to the filter - the address.While this isn’t a problem as it is nearly impossible for businesses to have duplicate addresses, for certain industries, (like health care or law) multiple practices can be located in the same building. Multiple offices can now share the same address if the building is very large. Hence, adding a suite number here proves to be effective.NOTE: The filter doesn’t weeds out perceived duplicates from local listings. Rather, it acts as an organic search algorithm that chooses one listing while pushing the others down.Similar Keyword FluxuationWith this new update, the importance of order of keywords has gained more importance. Queries such as “Link building services in USA”, “USA link building services” and “Link building USA” can be used to deliver fairly similar search results as Google can identify them as words having similar meaning. It seems that a small change in keyword order can shift 3-Pack SERP position, which means that it may be now best to use multiple iterations of a keyword on various pages of website. You can also select the iteration with the highest search volume.It’s all about the LocationThe new Google algorithm Possum uses IP address locations to serve more customized local results to users. Say, if a searcher looks for “organic link building services in USA” from their office in Chicago, he/she may not see the same results as any other user who is searching for “organic link building services” in a town where the company has a location.In addition, the farther you are from the city, the more zoomed-out will the map appear in Google Search. A user may see the drop in the result even if they include the service and city in the search query, while a user in that town would have likely seen that result first. This means it’s important for the marketers to make sure that the user’s location is set to the right city or town when finding the ranking.
Several businesses understand tremendous profits can be made when they localize their product to foreign markets and access foreign consumers.Hiring a professional localization services team to translate the marketing content, however, can stress out the content creation team as they must now write content that is easy to translate.Although the gains of mobile app localization are obvious, the actual act of localizing the product can be long and laborious. At the same time, translating content into different languages can seem to be a very pricey and lengthly process.However, understanding and implementing a few simple tips that we list below can help you avoid making costly mistakes when localizing content. Not only can these ways help limit your localization costs, they can speed up the pace of the project and boost revenue streams by ensuring high-quality translations.Compose Content With Localization In MindWriting content with international audiences in mind is less expensive, more efficient and easier to localize. When you compose content with localization in mind, you are thinking globally while acting locally.Expressing cultural diversity in your writing is extremely important.When writing content that will be translated later, be careful with metaphors, scenarios and examples. Exercise caution when writing in slang, idioms or expressions that are understood in your own culture but not in others. Referring to historical events of your country also may not resonate. These needn't be removed entirely, simply implemented carefully so that these can be easily translated into the target language.Take into account spacing issues as you write. If you have limited space, know that translated texts can span longer than its English equivalent. Certain languages are "wordier" than others, requiring additional words to express the same meaning. The German requirement to compound words, for example, may cramp the spacing in an app or software screen.Write Clearly And ConciselyThe localization team of translators will have an easier time translating when you write the original content simply and clearly.Your wording should always be simplified and focused on the main important points. If you find yourself dwelling on a tangential topic, stop and prune your writing.Employ simple sentence constructions and use specific terminology related to the product or service. Write in active voice so that translators can easily find the subject of the sentence, which makes their job easier.Clarify your writing and make it more concise by using nouns instead of imprecise pronouns. Use correct grammar and syntax. It's likely a mistake in the original content will be replicated in the translated versions so always be careful when writing the original text.Establish A Unique VoiceNow writing with more clarity and conciseness doesn't mean you have to completely change your unique writing voice.While most experts on localized content for international audiences recommend that you not use idioms, humor and casual language, we believe you can still preserve your unique voice in the writing.Imagine yourself as a translator and write up a clear version of the content in question, one that uses globally accepted English that may be used as the content to be translated and localized. You can then write up a second version for your English audiences that uses humorous, idiomatic, clever English.Having such a practice will allow you to communicate your unique voice while still allowing for well-understood translations.Use ImagesThe use of images to complement your content will help you save on localization costs.This is because the right complementary images reduce the need for worded explanations in the original text, which means less translation work in the end. The images may also help communicate your message better.While a picture may amplify the message you are trying to communicate, be wary of cultural norms of the society you are targeting. Not all images convey the same meanings across cultures. Bikini-clad people in a picture for one society would not work in the Middle East, for example.Also make sure to not have your images contain text so that you won't have problems translating the same later. If text must accompany a graphic, aim to separate the words from the graphic and introduce the text as a separate component.In above these four tips for writing great source content, you'll be sure to secure accurate, worthy translations for your international audiences.