Google’s “Diversity Update”: What It Means for Your Rankings & How to Recover

Google’s latest Diversity Update has significantly reshaped search rankings, leaving many businesses reevaluating their SEO strategies. This algorithm change, designed to limit the dominance of a single business across multiple search placements, has impacted companies that previously ranked highly in both Google’s Local Pack and organic search results.

For businesses that have seen a decline in rankings, understanding the update and implementing strategic changes is essential. Below, we’ll break down what the Diversity Update is, who it affects, and how businesses can adapt to maintain strong visibility.

What Is Google’s “Diversity Update?”

Google’s Diversity Update aims to reduce the visibility of businesses that already hold a top position in the Local Pack by limiting their presence in organic search results. The reasoning behind this change is simple—if a business is already ranking in the Local Pack, Google wants to give other businesses a chance to appear in the main search results as well.

Prior to this update, companies that ranked in the Local Pack often also held high rankings in organic search, allowing them to dominate the search engine results page (SERP). This latest update seeks to introduce more variety, providing smaller or less-established businesses a better opportunity to rank.

Who Has Been Affected by the Update?

The Diversity Update was first introduced in August 2024, but its effects became more noticeable in the months following, with many businesses seeing changes in their rankings by October and November.

Businesses Most Affected:

• Companies that previously ranked highly in both local and organic search
• Businesses that relied heavily on a single top-ranking landing page
• Major brands with a strong presence across multiple search placements

These businesses have reported a drop in organic traffic, reduced visibility, and lower engagement due to their rankings shifting. The update has forced many companies to reevaluate their search strategies to maintain their online presence.

How to Adapt & Recover from the Diversity Update

If your business has been negatively affected by this algorithm change, there are actionable steps you can take to adjust your SEO strategy and regain lost visibility.

Reassess Your Google Business Profile (GBP) Link Strategy

Previously, many businesses linked their Google Business Profile to their highest-ranking page for maximum visibility. With this update, this strategy may no longer be effective and could be contributing to ranking suppression. Instead, try linking your GBP to a related but alternate page on your website to balance visibility across different search placements.

Optimize Additional Landing Pages

Businesses with multiple service-area or location-based pages may now have an advantage. Ensure that these pages are fully optimized with relevant keywords, strong content, and clear calls to action to improve their performance in organic search. Diversifying your landing pages can help distribute search authority more effectively and offset any ranking losses caused by the update.

Strengthen Your Broader SEO Strategy

With Google prioritizing diversity, a well-rounded SEO approach is more important than ever.

Focus on:

• Content marketing – Publishing high-quality, relevant content that addresses customer needs
• Backlink building – Earning authoritative links to improve domain strength
• User experience (UX) improvements – Enhancing site speed, mobile responsiveness, and navigation to boost organic rankings.

By implementing these strategies, businesses can adapt to Google’s changes while maintaining strong online visibility.

Who Benefits From the Diversity Update?

While this update has disrupted rankings for larger, more dominant brands, it has also created new opportunities for smaller businesses. Companies that previously struggled to rank due to competition from high-authority domains may now have a better chance of gaining visibility.

Businesses That May Benefit:

• Small and mid-sized businesses that previously ranked lower in competitive searches
• Companies with multiple service-area or niche location pages that can now rank more easily
• Emerging brands and newer businesses that previously found it difficult to compete with industry leaders

By limiting one business’s ability to dominate both local and organic results, Google has effectively leveled the playing field, allowing a wider range of companies to appear in search results.

Why Expert SEO Guidance Matters

Navigating Google’s constant algorithm changes can be challenging, especially for businesses that rely on consistent rankings to generate traffic and leads. Working with SEO experts can help companies develop effective strategies to adjust to updates and maintain strong visibility.

At Medshark Digital, our team specializes in:

• Analyzing Google algorithm changes to understand their impact
• Developing tailored SEO strategies that align with the latest updates
• Optimizing Google Business Profiles to ensure businesses maintain strong local visibility

We stay ahead of SEO trends so that your business remains competitive, visible, and positioned for growth—even when search algorithms change.

Final Thoughts

Google’s Diversity Update has introduced significant changes to local and organic search rankings, requiring businesses to adjust their SEO strategies to maintain visibility. While some companies have experienced ranking losses, others now have new opportunities to appear in search results.

By reevaluating your Google Business Profile link strategy, optimizing additional landing pages, and strengthening your overall SEO approach, businesses can recover lost rankings and continue driving traffic.

For a comprehensive SEO strategy tailored to your business, Medshark Digital is here to help. Contact us today to navigate these algorithm changes and maximize your online presence.