What Google's "Pigeon" Update Means for Small Businesses
SEO Becomes Localised
The Pigeon has landed! But to hear Google talk
about it, you wouldn’t know. In fact, they didn’t even name it, instead it
swooped in at night, unannounced, in a very un-pigeonlike way. Usually they’re
not so sneaky. Nevertheless, despite its stealthy nature, the good people at
Search Engine Land quickly named it “Pigeon” for its focus on local search
results. Google promised that the update would bring these local search results into
better alignment with standard organic search results.
Experts at Search Engine Land and elsewhere quickly noted that it impacted some industries more than others. Food, education, and hospitality industries reported 13-28% increases in Google Places results. But in the zero-sum game that is SEO, this also means that some areas took a substantial hit. Google Places for jobs-related searches were down 68%, and movies, real estate, and insurance results were also negatively affected.
Divining Google’s Intent
According to Google, this update is no big deal: just a
strategic strengthening of certain aspects in order to bring local results more
in line with regular web searches on Google. Google originally designed
PageRank as a way of calculating a page’s value based on how much it’s linked
to around the web, and Pigeon embodies these ideals perfectly.
Before Pigeon landed, local search results were determined chiefly by proximity. A poorly-rated restaurant near you would often
appear higher on the results than a great one a block further away. This worked
alright, but as in the example often led to low quality results being featured
first and foremost, simply because they were more centrally located. Pigeon
should bring those high-quality results up to the front.
Intent Vs. Results
One of the most visible aspects of the sneaky update is the
boosting of local database results, most obviously Yelp. Before, a search for
“Mexican Food Los Angeles” might return a bunch of small taco shops. Now, it
will still return these, but also link to databases like Yelp, TripAdvisor,
or Zagat. In a way, this seems like Google admitting that it can’t possibly be
a local expert for the entire world, and would rather cede that responsibility
to companies that can be.
The update seems to have made the process of getting real,
local results much easier, simply by boosting these databases. One caveat: the
new results are more dependent on traditional SEO cues than before, so some
mom-and-pop operations might find it difficult to stay afloat without some
substantial work because the highly-developed SEO of Yelp or TripAdvisor
will drown them out.
What It Means For You
First, you need to assess if you’ve been affected. Like all
Google updates, this is relatively simple, as the change will be immediate
on the day of the launch (July 24th). If you see a sudden jump or fall in your
analytics on that day, followed by a levelling off at the new value, you were
probably affected by Pigeon.
Pigeon makes registering and maintaining your presence on
local databases even more important than it used to be. There is now virtually no downside to being
registered for these sites. Doing that and maintaining your white-hat SEO practices should keep you on top
of the game. Google may be continually and constantly updating their search
algorithms, but the philosophy never changes: make content that people want to
read and share.
Russel is a business consultant specializing in Customer Relationship Management. In his free time, he contributes predominantly business-related articles, something he enjoys doing tremendously. You can follow Russel @RusselCooke2.
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What Google's "Pigeon" Update Means for Small Businesses
Reviewed by Anonymous
on
Friday, October 24, 2014
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