Google Pigeon Update: What You Need To Know
Google’s algorithm updates are pivotal in shaping how search engine results appear. One such significant update is the Google Pigeon Update, which was launched in July 2014. The Pigeon update specifically impacted local search results and how Google interprets location-based queries. By focusing on improving the accuracy and relevance of local results, Google aimed to enhance the user experience when searching for local businesses, services, and information.
In this guide, we’ll break down what the Google Pigeon Update is, how it works, and how you can optimize your website to perform better under this update.
What is the Google Pigeon Update?
The Google Pigeon Update was a significant algorithm change that impacted local SEO. It aimed to improve the quality and relevance of local search results, making them more consistent with organic search results. Essentially, Google’s goal with Pigeon was to provide users with more relevant, precise, and geographically relevant information when they performed local searches.
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Before the Pigeon update, local search results were primarily based on traditional organic ranking signals, such as keywords and backlinks. However, these results sometimes didn’t reflect a user’s actual location, which led to irrelevant results. Pigeon sought to address this by providing better integration between traditional web search and local search rankings.
Key Features of the Google Pigeon Update
The Google Pigeon update introduced several key changes to local search results:
1- Closer Ties to Web Search
With Pigeon, local search results were more tightly integrated with regular web search results. Google began to use the same ranking signals that influenced organic results, such as page authority, relevance, and backlink quality to determine which local businesses appeared in the search results.
This meant that local businesses with strong organic SEO (like well-optimized content and high-quality backlinks) had a better chance of ranking in the local pack (the list of local results shown alongside the map).
2- Impact on Local Pack Results
The Pigeon update had a significant effect on how local businesses appeared in the local 3-pack (the list of three businesses that appear on top of the search results, alongside the Google Map). The algorithm update introduced more emphasis on relevance and geographic location.
In some cases, businesses that were farther from a searcher’s location may not appear in the local pack, even if they were highly relevant. In other cases, local businesses with more relevant signals (such as customer reviews, better citations, and more quality content) would rank better in the local pack.
3- Improved Distance and Location Precision
Google began placing more importance on a user’s exact location and proximity to the business. This meant that local results became more tailored to the user’s location at the time of their search.
For example, if you search for “restaurants near me,” Google would consider your geographic location and show results for restaurants in your immediate vicinity, instead of just showing the best-ranked restaurants based on generic factors.
4- Local Search Algorithm Influenced by Organic Ranking Signals
Before Pigeon, local search results were influenced by local-specific factors, including the business’s proximity to the searcher, its Google My Business listing, and customer reviews. However, Pigeon introduced more organic ranking signals into local results, which meant that factors such as the quality of a business’s website, backlinks, and content relevance became more important in determining local rankings.
5- Citations and Local Directories
The Pigeon update also emphasized the importance of consistent local citations. Citations are online mentions of your business name, address, and phone number (NAP). Before Pigeon, citations were already important for local SEO, but this update amplified their role. Google began examining consistency across online directories, review sites, and other local business listings more closely.
If a business had inconsistent NAP data across various platforms, it could hurt its rankings in local search results.
How the Google Pigeon Update Affects Local SEO
The Google Pigeon Update had a considerable impact on businesses and local SEO strategies. Here’s a breakdown of the areas most affected and what businesses should do to adapt:
1- Business Listings and Local Citations
As mentioned, citations became more important with the Pigeon update. Google relies on NAP consistency across various platforms to ensure that a business is legitimate and accurately represented in search results.
To improve local rankings post-Pigeon:
Ensure that your Google My Business (GMB) listing is accurate and up to date.
Claim your business listing on as many relevant local directories and review sites as possible, such as Yelp, Yellow Pages, and Bing Places.
Double-check that your NAP information is consistent across all platforms, from your website to third-party directories.
2- Importance of Organic SEO
Before Pigeon, local SEO was primarily about optimizing your GMB listing and focusing on location-based signals. However, after the update, organic SEO signals (like the quality of content, backlinks, and website structure) became much more important for ranking well in local search results.
To boost your chances of ranking higher:
Optimize your website for essential SEO fundamentals, including title tags, meta descriptions, and on-page keywords.
Create high-quality, locally relevant content that targets long-tail local keywords. For example, use phrases like “best dentist in [city name]” or “affordable plumbing services in [neighborhood].”
Build high-quality backlinks from authoritative local sources (e.g., local news outlets, business associations, or local blogs).
3- Mobile Optimization
The Pigeon update improved the integration of local results with mobile search. Since many local searches are now conducted on mobile devices, businesses need to ensure their websites are mobile-friendly.
To cater to mobile users:
Utilize responsive design to ensure your website adjusts to various screen sizes.
Focus on local search optimization for mobile, including fast loading times, easy navigation, and clear call-to-action buttons.
Ensure that your Google My Business listing is optimized for mobile searches, as many users will find you through Google’s local map results.
4- Reviews and Ratings
The Pigeon update highlighted the significance of customer reviews as a key local ranking factor. Google began to give more weight to user-generated content, especially reviews on your GMB profile and other local review sites.
To leverage reviews:
Actively ask for reviews from satisfied customers. Ensure you are consistently collecting feedback through GMB and third-party sites.
Respond to positive and negative reviews to show your commitment to customer service and improve your online reputation.
5- Local Backlinks
Local backlinks became even more important with the Pigeon update. Google’s ranking algorithm considers links from other locally relevant websites. For example, a local news outlet linking to your business’s blog or a local organization mentioning your business can help boost your local authority.
To build local backlinks:
Collaborate with local influencers or businesses to increase visibility.
Sponsor local events or get involved in your community to earn mentions and backlinks from local sources.
Create content that’s relevant to your local audience, such as guides, blog posts, or case studies that may get picked up by local media or blogs.
How to Optimize for Google Pigeon
To optimize your site and improve local rankings under the Pigeon update, focus on the following strategies:
Ensure NAP Consistency: Verify that your business name, address, and phone number are consistently displayed across your website and third-party platforms.
Claim Your Google My Business Listing: If you haven’t already, create and optimize your Google My Business profile. Keep it up-to-date with accurate details, high-quality images, and an engaging business description.
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Build Local Citations: Get listed in local directories, such as Yelp, Yellow Pages, and local Chamber of Commerce websites.
Enhance Website SEO: Incorporate location-based keywords into your content and metadata, and optimize your site’s overall SEO to reflect organic ranking signals.
Leverage Reviews: Encourage positive customer reviews and respond promptly to both positive and negative reviews to enhance your business’s reputation.
Enhance Mobile Experience: Ensure your website is mobile-friendly and optimized for quick load times and seamless navigation on smaller screens.
Build Local Backlinks: Earn backlinks from local publications, organizations, and websites that are relevant to your business and target market.
Conclusion
The Google Pigeon Update was a significant shift for local SEO, placing greater emphasis on traditional organic ranking factors while integrating location-based signals into local search results. By focusing on NAP consistency, building local citations, enhancing your website’s content and mobile experience, and leveraging customer reviews, businesses can thrive in the post-Pigeon world of local search.
By staying on top of these optimization strategies, businesses can ensure that they remain visible and competitive in local search results, helping them attract more nearby customers and boost their online presence.