One of Google’s most impactful algorithm updates was aimed at improving local search results, and many local businesses noticed changes in their website’s analytics data as a result.
Google users also experienced the effects, leading to a different and ultimately better search experience for finding local businesses and related information.
Launched around July 24, 2014, this update was soon dubbed the “Pigeon” update by Search Engine Land. The goal of this update was to enhance local search results by boosting the visibility of local businesses with strong organic presences, akin to their visibility in Google Maps.
The rationale behind this was straightforward: small, locally relevant businesses deserve to appear alongside larger businesses in search results, provided they offer what the search query indicates.
What Exactly Changed with the Pigeon Update
To refine its local search capabilities, Google upgraded hundreds of ranking signals for both Google Search and Google Maps. This included improvements in Google’s location and distance ranking parameters to deliver more relevant local results based on proximity.
For the most part, these improvements have had lasting positive effects. Local search quality has climbed significantly since the Pigeon update launched in July 2014. It’s believed that several subsequent updates to Pigeon have occurred, addressing initial glitches and fine-tuning the algorithm.
Initially, there were notable errors. For example, the hotel-booking website Expedia appeared in the hotel carousel as if it were an actual New York City hotel. Similarly, some spammy properties exploited exact-match keywords to manipulate rankings, including within the Google “local pack.”
Many of these issues were addressed shortly after, with an update around August 1, 2014, correcting several initial problems.
What Google Had to Say About Pigeon
Google typically remains tight-lipped about specific updates, and Pigeon was no exception. After some broad comments following the initial launch, Google gave little to no detail on subsequent changes.
Google did mention that Pigeon was deeply integrated into its overall web search framework, utilizing various ranking signals that enhance the search experience, such as Knowledge Graph, spelling corrections, and synonyms. Beyond that, additional updates were neither confirmed nor denied, leaving room for speculation about subsequent refinements to the algorithm.
Pigeon Changes on the Google SERPs
Before Pigeon, the search results on Google Maps differed significantly from traditional search results, with a distinct user experience. Post-Pigeon, both traditional search and Google Maps present a more unified look and functionality.
Alongside improved integration between local ranking signals, Google also adjusted how it treated consumer-driven local directories, like Yelp and Home Advisor. Initially, Yelp contended that Google unfairly favored its own reviews, even when users included "Yelp" in their queries. After Pigeon, sites like Yelp received more favorable treatment in search rankings.
Pigeon Changes to the Local Pack
A noticeable change for users was the modification of the local pack. Initially, the local pack featured seven to ten businesses. Within a year of Pigeon’s launch, it was reduced to the three-pack that remains today.
The objective of Pigeon was to make local search results more like traditional organic search, functioning similarly. Local businesses experienced different effects based on their previous rankings and the subsequent changes in visibility.
More permanent effects included changes in web referral visits and key performance indicators (KPIs) like leads and conversions ("Get Directions" or "Call Now"). Google aimed to provide users with the most relevant information quickly, often delivering crucial business details (phone number, address, hours) directly, which could reduce the need for users to visit the business’s website.
Impact on Websites
While these changes fulfilled users’ needs more efficiently, they sometimes resulted in lower website traffic for businesses. This trend is part of a broader move where Google serves content directly on search result pages, influencing how users interact with search results.
In conclusion, even if your brand ranks well and remains accessible to customers, it represents a shift in how success is measured in online search visibility. This change appears to be the direction that search is heading.
Image Credits
Featured Image: Shutterstock, modified by Danny Goodwin
Screenshots taken by author
