The Google “Pigeon” update started rolling out in July and is yet to be implemented for language other than English. The latest update is focused on local search results, improving their relevance, accuracy and usefulness to searchers. The good thing about Pigeon is that it will not penalise your site, something the Penguin and Panda became notorious for. It is a major change to the local search ranking algorithm. What are the main changes and how you can work your way through the “Pigeon?”
Lower Number of Queries for Local Listing Pack
Among many other changes, Pigeon will reduce the queries with local listing pack on their search results. Within 4 days of the update, the number fell from 12% of queries to just 3%. This could mean loss of traffic from your local search listings. Use a tool like Rank Tracker to check your rankings through the Universal search results feature. Compare with the rankings in History Records and you could see the difference Pigeon has brought to your SERP.
Better Ranking for Local Directories
Initial researches prove that local directory sites like Yelp have improved their rankings. In fact, many of the queries returned almost entirely the most popular local directories. This means it is time you built a richer presence on all the local directories in your business niche.
- Create a list of all the directories that rank high for your niche keywords
- Use tools like Rank Tracker to find the top-10 sites for your keywords
- Start taking steps to list your business in all these directories
- Make sure that your business is submitted to all the directories that currently rank high for your keyword
- Keep a track over how rankings are affected for your listings
Many search engine optimisers are reporting that although Pigeon has brought about some favourable shifts in driving more organic traffic, the effects haven’t been uniform across different locations. Initial results show that organisations with several branches are driving more organic traffic to some of their locations but at the same time they are experiencing loss in organic traffic in some other locations. Many have also experienced loss of organic traffic where listings have competition from paid ads.
Everyone is keeping their fingers crossed and expect to see more dramatic changes in local search listings in the next few weeks. Until then it will be a phase of testing and implementation for all the SEO professionals. If you need more insights into the latest and most important SEO updates, it is recommended to check www.thesearchmarketingshop.com/seo-marketing-agency.html.