Google Pigeon is an algorithm update made by Google with the objective of enhancing the ranking of local listing in a search result. It was announced in July 2014 and was designed to tie Google’s local search algorithm more closely with its web search to provide a more useful, relevant and accurate local search results that are connected more to traditional web search ranking signals. The update was named by Search Engine Land, a leading daily publication that covers all aspects of the digital marketing industry, specifically the SEO and SEM topics.
Prior to Pigeon, Google’s local search algorithm and its core algorithm did not interact much. However, with Pigeon, Google’s core changes would influence local search and vice versa. For example, if a website ranked well with Google’s traditional web search factors, it could now potentially also rank well in local search.
The goal of Google Pigeon was to improve the experience for searchers looking for local results. For instance, if someone in Los Angeles searched for “best Italian restaurants,” Google Pigeon would use geographical cues to give results for Italian restaurants in Los Angeles specifically, instead of showing listings from other cities or states. This provided a more accurate and relevant return on searches for users looking for local services or businesses.
One of the primary effects of Google Pigeon was a significant increase or decrease in referrals and leads for some local businesses, as the results relied heavily on location and distance ranking parameters. This was advantageous for businesses that were located near to the city center or popular locations, with an increase in visibility in search results.
However, it’s essential to note that the Google Pigeon algorithm was initially rolled out only in the U.S. in English results and was only expanded to United Kingdom, Canada, and Australia in December 2014.
Since its launch, Google Pigeon has significantly impacted the way businesses approach their online presence. With the update favoring local businesses in its search results, businesses had to optimize their websites with local SEO strategies, including the use of local keywords, claiming their business listing on Google My Business, and ensuring that their name, address, and phone number, (NAP information) are consistent across the web.
Overall, Google’s Pigeon update reaffirmed the company’s commitment to improving the accuracy and relevance of local search results. For businesses and marketers, it indicated a need to focus on both traditional SEO signals and local signals to excel in local SERP appearances.
Sources:
1. “Local Search Ranking Factors Study 2020” – Whitespark.
2. “Pigeon: Google’s Latest Algorithm Shake-Up” – Rank Media Agency.
3. “What is Google Pigeon?” – Brick Marketing.
4. “Pigeon Update Rolled Out” – Search Engine Land.
