On the evening of July 24, Google released a major local search
algorithm update affecting both Google Maps search results and Google
Web search results.
Search Engine Land
broke the story, and was provided additional information from Google
around the recent local algorithm update. This change in Google’s local
algorithm is now being referred to as the “Pigeon” update. While there
is still some uncertainty around which verticals are affected (and how),
information is continuing to unravel as the days go on.
What Did Pigeon Do and How Does It Affect Your Local Business?
As mentioned above, the Pigeon algorithm update primarily targets
local search results. If you own a local business, you might have
noticed that your rank within search results experienced a considerable
drop/rise in the past few days. Google confirmed it rolled out the new
algorithm on the 24th of July this year and people started noticing the
change immediately, especially webmasters and business owners.
There are no official figures yet for how many companies have been
affected by the algorithm change, but we know what affects them.
Improving local search results has been on Google’s to-do list for a
while now, so it stands to reason they would eventually start tackling
this specific algorithm change.
The most noticeable change local business owners have noticed is the fact that directories like Yelp, Zagat, Groupon, OpenTable, Urbanspoon and TripAdvisor
have popped at the forefront of results. Websites belonging
specifically to a local business have dropped. The explanation is quite
clear – Pigeon ranks websites with more authority, backlinks, better
implemented SEO strategies and domain authority higher than local
business websites.
We also need to consider that directories such as Yelp have been
substantially affected by Google’s last algorithm update and Pigeon may
come as a solution to that problem. Before the current algorithm update,
Yelp and other similar directories held lower ranks in SERPs, often
being outranked by local business websites that didn’t have that much
authority in any key element of Google’s search results algorithm.
What We Know About the Local Algorithm Update So Far:
- Google told Search Engine Land that the new local search
algorithm ties deeper into their web search capabilities, including the
hundreds of ranking signals they use in web search along with such
search features as Knowledge Graph, spelling correction, synonyms and
more.
- Google has not commented on the percent of search queries impacted
by this algorithm update, nor if certain web spam algorithms were
deployed in this update.
- There appears to be less duplication of search results in both local
and organic listings, where previously the order of results mirrored
each other.
- In some situations, there’s been a significant decrease in the
radius of a local search based on your current location (i.e. Google is
now providing local listings within a closer distance from your current
location).
- The algorithm update currently applies to U.S. results only, with no word of if/when it will roll out to other countries.
- Yelp and other local directory-style sites seem to be benefitting with higher visibility
after the Pigeon update, in some verticals. This does seem logical
since Google said this update ties local results more closely to
standard web ranking signals. This should benefit large directory sites
like Yelp and TripAdvisor — sites that have stronger SEO signals than
small, individual restaurants and hotels are likely to have.
- There have been reports that the majority of real estate, realtors,
realty, and real estate agencies have lost the local listings in their
entirety.
- SEO managers, web designers, advertising agencies and marketing
firms have been added back in to local results for the first time since
2009.
How to Spot Check Your Listings:
With a great tip from Blumenthals, we’ve found that Google.ca
can be utilized to check search results before this recent local
algorithm update, as Google.ca seems to still be using the old
algorithm. Be sure to incorporate the location identifier into the
search queries during investigation on both Google.ca and Google.com
(e.g. Auto Insurance Chicago), so it gives an apples-to-apples
comparison of before and after.
How Can You Tackle the Problem and Improve Your Ranking?
While it’s not clear yet what exactly has been changed with the new
update, what we do know is that past algorithm updates are still in
place today and we know how to influence those. So if your local
business website has taken a turn for the worst as far as rakings in
SERPs go, then you might want to start working on increasing your online
presence and authority.
To do this, you’ll need to focus on improving your SEO tactics and
practices. Throw in fresh, unique and constantly updated content. Build a
wider (white-hat) link base for your website and take advantage of
local directory listings, such as offered by Yelp and other similar
review websites. If they continue to hold higher positions in search
results, it wouldn’t hurt having your own business listed there.
Actionable Insights:
With this major change in Google’s local search algorithm, it’s very
likely to experience ranking changes within the Google listings for the
correlated industry, and it’s also a possibility that the local listings
have been removed entirely. It’s important to monitor any fluctuations
in organic traffic and monitor any fluctuation in rankings using tools
like the Rio Local first page position report.
Although all specifics of this algorithm are not yet clear, if
rankings decrease, it’s recommended to ensure that your local listings
are following local best practices:
- The business is submitted to Google Local, Yahoo and Bing; plus all
information (name, address, phone number) is accurate and up-to-date.
- Develop individual local landing pages per location and optimize each page around the appropriate keywords.
- Utilize structured markup on the developed local landing pages.
- Frequently distribute and manage listings with accurate location information to third-party data aggregators, and send updated information when any details change.
- Identify any duplicate or inconsistent listings across the web and request the adjustment or removal of them.
Because this update is still in its infancy, it’s difficult to tell
what new ranking factors have been introduced and how traditional local
ranking factors have been adjusted. However, we are closely monitoring
this change and will continue to provide detail as more information is
discovered.
Bottom Line
However, until we get some official details about the Pigeon
algorithm update, we won’t know exactly what’s it doing and why it’s
doing it. We can only assess the results and draw up conclusions based
on them. Big business is not targeted by this update – only local
business websites seem to be affected at the moment.
What’s more, even if your website has taken a dive in SERPs, you can
still relax as it only affects US English search results and there has
been no confirmation of Pigeon rolling out worldwide anytime soon. But
in order to be prepared, it would be a good idea to start working at
improving your website’s local presence. Experts are expected that
Pigeon will start ranking websites based on their authority, rather than
their local listings.
So, in conclusion, while you don’t have to worry that much about this
particular update yet, you may want to consolidate your online presence
either way. It can’t hurt and, if indeed Google is going to stick with
Pigeon and not use it as a test run, then you’ll be on the safe side.
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