Google Pigeon is an algorithm update from Google, which aims to provide more accurate local results. Google realises that stronger local results are becoming more and more important with nearly 50 per cent of all searches now completed from a mobile device.
The Pigeon update was launched in the US back in July 2014, with many marketers within the US noticing a significant effect on the natural rankings and the map results for local businesses. Some initial analysis suggests that businesses on the outskirts of cities were affected, suggesting Google is placing increased importance on location.
The changes on this update are behind the scenes, with Google stating it is including hundreds of factors in the ranking algorithm, including newer features such as the knowledge graph, synonyms and more.
From initial analysis during the first weeks of the rollout the following has been noticed
- Local results are now more closely related to traditional web ranking signals
- The update seems to provide more accurate results for YELP queries
- The update gives better results to local directories
- Distance and location are now more important
After rollout there were initially a few complaints about spammy results taking top positions. However, as with any update, Google is constantly making tweaks and refinements, so the spam results are fading and the algorithm stabilising.
What can I do to optimise my business?
The main tactics are still very familiar. You firstly need to create a business within ‘Google My Business locations’. Then focus on building links only on high-quality local directories, create great content, use traditional on-page tactics and create an engaging social media presence.
Location is the main factor of the business as Google try to provide the best local results.