Google made a comeback with another beasty update in 2014- Google Pigeon Update. The update was aimed at providing more productive, relevant and precise local search results that are closely associated with traditional web search ranking signals. Google added that this algorithm focuses on enhancing its distance and location ranking parameters.
However, changes in local and local-organic rankings were reported by the local SEO community for a few weeks after the Pigeon update, encompassing broad replacement of the previous 7-pack style of local results with packs highlighting merely 3 listings.
It is likely to offer better search results for people browsing using Google Maps or Google Places platform.
Local businesses trying hard to generate their online presence organically can ripe benefit from it as Google has provided local directory sites more power and better search visibility. While this has become a point of argument since local pack outcomes offered a major CTR and they’re now shrinking.
With the advent of the update, Google has enhanced its capability to perceive spelling errors in searches. So an organization’s search results will not encounter any issues in SERPs by spelling errors. The recognition of the synonym factor has also been enhanced considerably.
Sturdy directory sites will attain excellent search visibility as against weaker individual business websites.
Local sites that lacked much SEO help may come across a downhill spiral because Google moves the focus to authority, which is again attained from backlinks and SEO.
There’s a possibility that local directory listings may take over the first page of the results, providing less scope for others.
What can be done:
Initially, ensure your business is present in the industry directories and review sites. Get your business registered with directories and obtain optimistic reviews.
Be vigilant about the local search terms with respect to your business to ensure they haven’t changed. And if they have, upgrade your strategy.
If your industry keywords appear in local search results, you need to optimize for local search.
And if your industry keywords are not visible in the local search 3-pack, ensure you are visible in the organic results.
If you notice a downfall in your ranking, try on-page optimization, natural backlinks, and other strategies together with local optimization.
Try to review your referral and lead traffic to discover indications of changes and there are other such parameters that need to be taken care of.
Owing to the advent of the update, it’s now essential to create a mobile responsive and optimized website for your local business.
Conclusion: Pigeon update dictates how essential a professional SEO agency is for your business. The agency will make certain your venture can get along with these kicks. If you fail using SEO service for your business, it’s recommended that you evaluate your local placement on Google and discover if any changes occurred a week ago.