Google makes pretty consistent changes and updates to its search algorithms, and those changes have a serious impact on how businesses rank in search results. One update that changed things significantly for local businesses is the Google Pigeon update, which was made in 2014. Its goal was to improve local search results by changing how Google ranks businesses based on location, relevance, and distance. If you’re the owner of a local business or do the digital marketing for one, you should understand the local search algorithm changes made by the Pigeon update to stay visible in search results. This article will cover the impact of the Google Pigeon update on local SEO, as well as provide some strategies you can use to remain competitive.
What Is the Google Pigeon Update?
In short, the Google Pigeon update integrated local search results more with Google’s main search algorithm. When Pigeon came along, local search results and the main organic ranking signals you think of became more tightly connected. By forming this connection, Google made it so local businesses needed both traditional search engine optimization (SEO) for their listings and organic rankings in order to be visible.
The two main elements impacted by the update were local search results and Google Maps. Location-based search queries increased their accuracy under the Google Pigeon update, so businesses physically closer to the person searching have a higher chance of appearing in the results. This was a huge shift at the time, since the previous algorithms didn’t weigh proximity as much.
Key Changes Brought by the Pigeon Update
The Google Pigeon update made tons of important changes to local search. First, it changed the way Google handles local search algorithm results by taking those more traditional web ranking signals, like domain authority and backlinks, into account. As a result, local businesses now needed a strong online presence on their own websites to remain competitive, instead of just being listed in local directories.
Second, Google Maps became much more closely integrated with web search, so the local search results became more consistent across both platforms. With this change, businesses that appeared in map results now more likely to show up in standard search results as well.
Third, and probably most significantly, Pigeon changed the importance of distance and location accuracy in search results. Google’s algorithm got better and figuring out the user’s location and aligning the results to show them businesses physically closer to them. This way, local businesses that were finding it difficult to compete with larger ones could rank better if they were closer to the end user.
The Impact of the Google Pigeon Update on Local SEO
The impact of the Google Pigeon update on local SEO was quite significant. Local businesses, especially those with a strong online presence, found themselves ranking higher in local search results. That said, the update wasn’t without its fair share of challenges, especially for businesses that were using outdated or manipulative SEO tactics like keyword stuffing or spammy backlinks.
Google’s Pigeon update instantaneously increased the competition between local businesses. Proximity was now a ranking factor, so businesses needed to make sure their location data was accurate across all platforms, from Google My Business to third-party directories. If their location data was inaccurate or inconsistent, they would lose rankings, even if the business is incredibly relevant to the search query.
User experience was also improved by the Pigeon update’s intention to promote businesses with high-quality content and positive reviews. Post-Pigeon, user-generated content, such as online reviews, became a stronger ranking factor. Therefore, businesses now needed to manage their online reputations more carefully, since a few negative reviews could cause their rankings to crash.
How to Optimize for Google Pigeon
If you want your business to stay competitive after the Pigeon update, you need to optimize its online presence to match the new ranking factors introduced by the update. Here are some effective ways you can do that:
- Claim and Optimize Your Google My Business Listing: Make sure your business is listed on Google My Business with accurate and up-to-date information. This includes your address, phone number, and business hours. Make sure your location is verified, since it plays a huge role in Google’s ability to determine your proximity to searchers.
- Optimize for Local Keywords: Incorporate local keywords in your website’s content and meta tags. For example, if you own a bakery in downtown Los Angeles, make sure your site includes phrases like “Los Angeles bakery” or “best bakery in downtown LA.”
- Build Local Backlinks: Backlinks are still one of the most important ranking factors. Focus on earning links from local organizations, bloggers, and business directories that are relevant to your industry and location.
- Encourage Positive Reviews: Reviews have become an even more important ranking signal after the Pigeon update. Encourage satisfied customers to leave positive reviews on Google and other local platforms. Respond to reviews, both positive and negative, to engage your audience and demonstrate your commitment to customer service.
- Improve Your Website’s Mobile Friendliness: Since a large percentage of local searches happen on mobile devices, you need to make sure your website is mobile-friendly. This can help boost your rankings, as Google prioritizes mobile-friendly websites in search results.
Local Business SEO Strategies After the Pigeon Update
You need to develop an online presence that aligns with the local business SEO strategies after Pigeon update to stay successful in the long term. Here are some additional tips:
- Consistency Across Platforms: Keep your business’s Name, Address, and Phone number (NAP) consistent across all online platforms, including your website, social media, and third-party directories.
- Local Content Marketing: Create valuable, locally-focused content that resonates with your target audience. Blog posts, videos, and social media content that highlight local events, partnerships, or community involvement can attract more local search traffic.
- Use Structured Data Markup: Implementing schema markup for local businesses can help Google better understand your business’s location and offerings. This can improve your chances of being featured in rich results like local packs or featured snippets.
Taking Advantage of Google’s Pigeon Update
The Google Pigeon update was a turning point for local search, giving more weight to location-based factors and making proximity a more valuable element of local SEO. By focusing on local SEO best practices—like optimizing Google My Business, building local backlinks, and encouraging positive reviews—businesses improved their rankings in local search results and stayed competitive in the long-term. Understanding and adapting to these Google algorithm changes is a necessity for any business that wants to maintain visibility in local search.
By following these strategies, business owners and digital marketers can leverage the Google Pigeon update to enhance their online presence and attract more local customers.
