Google Pigeon Algorithm

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:

1. The business is submitted to Google Local, Yahoo and Bing; plus all information (name, address, phone number) is accurate and up-to-date.
2. Develop individual local landing pages per location and optimize each page around the appropriate keywords.
3. Utilize structured markup on the developed local landing pages.
4. Frequently distribute and manage listings with accurate location information to third-party data aggregators, and send updated information when any details change.
5. 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.