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2. Before Possum: Let’s say Raj, a
resident of Faridabad, Haryana,
requires Digital Marketing Agency
and is doing a search for Digital
Agency in the area. An area
agency, XYZ, that publishes location
pages for dozens of services might
dominate the local pack results — not
necessarily because XYZ optimizes
its content better than anyone else,
but because it is the best agency in
the area and has enough domain
strength to make those pages relevant
from an algorithmic standpoint.
After Possum: Raj conducts the
same search for Digital Marketing
Agency. Instead of a single agency
dominating search results, Google
allocates more real estate to other
agency nearby based on their location
and the usual ranking signals —
unless XYC agency content and data
are so well optimized for search that
they outperform other agency by a
wide margin.
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