Google’s latest search algorithm update made some significant changes to how local search results are compiled and processed, according to a recent statement from the company.
Though the rollout of the update began in early November, Google only this week explained that it has begun integrating neural matching into its local search algorithm.
In early November, we began making use of neural matching as part of the process of generating local search results. Neural matching allows us to better understand how words are related to concepts, as explained more here: https://t.co/ShQm7g9CvN
— Google SearchLiaison (@searchliaison) December 2, 2019
As for what neural matching actually is, Google referred people to a tweet from earlier this year which called the process “a super synonym system.”
In more detail, neural matching uses AI to better understand the meaning and intent behind search terms, allowing relevant results to be included even when they do not include a specific keyword in the original query.
“The use of neural matching means that Google can do a better job going beyond the exact words in business name or description to understand conceptually how it might be related to the words searchers use and their intents.”
To put it in plain English, this allows your site or local business listing to be included for relevant searches where you previously may not have been included.
As of yet it is hard to tell exactly what impact this will have on local search results. Despite rolling out globally last month, it may take some time for the true impact to become apparent.
