What Is The Google Pigeon Update
Launched in mid-2014, the Google Pigeon update remains a pivotal change in the local search algorithm landscape. This update significantly altered the ranking of local businesses in organic search results and was designed to enhance the precision and relevance of local search experiences for users.
Years after its rollout, many business owners continue to seek clarity on Google Pigeon’s implications. This guide serves as a comprehensive refresher on the update and its impact on digital marketing strategies.
Overview of Google Pigeon
Google Pigeon, launched in 2014, marked the culmination of a series of algorithm updates that shaped Google’s search landscape during the early to mid-2010s, following Google Panda, Penguin, and Hummingbird. The primary aim of Pigeon was to enhance the quality of local search results, making them more relevant and accurate by integrating the local search algorithm more closely with the broader web algorithm.
The update affected various components, including:
- Ranking signals for local listings in search results.
- Ranking signals within Google Maps.
- Parameters for ranking based on location and distance.
- The appearance and dynamics of the local pack.
When Did the Google Pigeon Update Take Place?
The Google Pigeon update was first introduced in July 2014. It is believed within the SEO community that Google has periodically updated Pigeon since its inception, although Google typically discloses little about specific algorithm changes. Insights into Pigeon mainly come from the SEO community’s observations and analyses.
What Changed with the Google Pigeon Update?
The Pigeon update brought several significant changes, prompting SEO agencies and business owners to reassess their strategies to adapt to the new algorithm landscape. Key changes included:
- A more robust integration of local search with Google’s main web algorithms, allowing Google to better utilize its extensive ranking signals.
- Enhanced precision in calculating the distance and location of local businesses, aiming to provide search results that more closely reflect the user’s physical location.
For instance, a search for “coffee shop Los Angeles” by a user in the Del Mar neighborhood would, post-Pigeon, yield results prioritizing coffee shops in that specific area, rather than city-wide. This refinement in location and distance metrics has ultimately led to more personalized local search results, benefiting both users and businesses.
The narrowing of search radius initially caused many businesses to drop out of their usual local packs, a change that proved disruptive at first. However, this shift has since been recognized as beneficial, fostering more accurate and relevant local search results.
Local Pack Changes
Previously, searches with local intent would often display a 7-pack of local business listings, offering extensive visibility for several businesses right at the top of the search results. For example, a search for “bakeries Chandler AZ” would show seven relevant local listings.
However, following the rollout of the Google Pigeon update, this was reduced to a 3-pack. By 2015, it became standard for nearly all local search queries to feature just three listings.
What this means for businesses: The reduction of the local pack significantly heightened competition for these coveted spots. Businesses not featured in the 3-pack found it more challenging to gain visibility, increasing the necessity for robust local SEO strategies.
For those that remained within the local pack, the decrease in direct competition provided a better chance at attracting qualified local customers, potentially leading to increases in web referrals, conversions, and leads. The impact on a business—positive or negative—depended largely on its ability to secure and maintain a spot in the local pack.
Local SEO in a Post-Pigeon World
Though the Google Pigeon update was implemented years ago, it continues to offer critical lessons for optimizing local SEO strategies.
In the broader SEO strategy landscape, Pigeon underscored the reality that while some factors like the geographic radius of Google’s search are beyond our control, there are many elements we can influence to improve our search outcomes.
Post-Pigeon, SEO experts have increased focus on several key areas:
- Emphasizing traditional organic ranking signals such as high-quality content, strategic link building, and strong domain authority to boost both local and broader organic rankings.
- Creating hyperlocal content, including text, images, and videos that tie local businesses more closely to their specific neighborhoods or regions, enhancing local search authority.
- Adhering to local SEO fundamentals and best practices to more effectively compete within Google’s 3-pack, including tasks like enhancing citation accuracy, garnering positive customer reviews, and eliminating duplicate listings.
- Prioritizing quality over quantity in directory placements to ensure inclusion in high-ranking directories.
It’s important for businesses impacted by the Pigeon update not to panic. Even though the update presented significant challenges, particularly for small, local businesses, with the right SEO strategy and team, it’s possible to adapt and excel in the local search landscape.
