Google has always aimed to diversify search results, ensuring users see a variety of relevant options in the organic search and local pack rankings. But a recent algorithm change—what some are calling the Google Diversity Update—has significantly reshaped how businesses rank in local search.
If your business relies on both Google Business Profile (GBP) visibility and organic search rankings, this update could be impacting your traffic. Here’s what’s happening, why it matters, and what you can do to adapt.
What Is the Google Diversity Update?
In short, Google is now removing organic listings when the same business appears in the local pack results. This means if your homepage ranked on page one organically and also showed up in the Google local pack, your organic ranking might disappear from the first page entirely.
SEO expert Joy Hawkins has been analyzing this shift, and her findings indicate that this update has been rolling out since August 2024, with many businesses seeing the effects months later. While Google hasn’t officially confirmed it, the impact on rankings is clear.
Why Does this Matter?
For businesses that heavily depend on organic search traffic, this change can be significant. Some key takeaways include:
- Brands that previously ranked well in both organic and local search are seeing noticeable drops in organic visibility.
- Some businesses are losing hundreds of clicks per month, particularly those in service-based industries.
- This is the first time Google’s local rankings have directly impacted organic rankings, fundamentally changing SEO strategies.
If your business gets more leads from organic search than from Google Business Profile, this change could lead to fewer conversions and lost revenue.
How to Adapt the Diversity Update
The good news? There are ways to counteract this demotion and maintain visibility in both local and organic results.
Adjust Your Google Business Profile Link
One of the biggest takeaways from Hawkins’ research is that Google applies this demotion at a page level. In other words, if your Google Business Profile links to the same page that ranks organically, you’re more likely to be impacted.
Solution: Instead of linking your GBP to your homepage (or your strongest organic page), try linking to a different but still relevant internal page. For example:
- If your homepage ranks well organically, link your Google Business Profile to a services or location-specific page instead.
- Ensure that page is optimized for conversions, so users can still find key information easily.
Optimize for Broader Search Intent
Google’s goal with this update is to diversify results—so businesses that rely on exact-match SEO tactics may struggle. Instead:
- Create content that targets a wider range of search queries rather than just high-intent, transactional keywords.
- Use structured data and schema markup to help Google understand different pages on your site.
Monitor and Test Changes
Because this update doesn’t impact all businesses equally, it’s essential to test and track changes in your rankings.
- Check Google Search Console and Google Analytics to identify traffic drops.
- Compare your rankings from mid-2024 to now—if your organic rankings have dropped while your local pack visibility remains strong, you may need to adjust your strategy.
What’s Next for SEO?
This update signals a shift in Google’s approach to ranking business, making it more important than ever to:
- Diversify your traffic sources (don’t rely solely on organic search).
- Adapt to new ranking factors as Google refines its algorithm.
- Focus on user experience—Google rewards businesses that provide the best information, not just those that rank well.
Need Help Navigating the Google Diversity Update?
If your business has been impacted by this change, you’re not alone. At Foundery, we specialize in AI-driven SEO strategies that help businesses stay ahead of Google’s ever-changing algorithms.
Want to improve your SEO strategy and stay ahead of Google?
