On July 24, Google released Pigeon, which affects local search engine results. With 4 out of 5 consumers using local search, it’s near impossible to have success and ignore local search engine optimization (SEO).
What is Google Pigeon?
Pigeon is an update to the way Google determines what local businesses show up on the first page in search. Pigeon’s greatest impact has been on local packs and Google Carousel.
What is a Google local pack?
The local packs are a small list that’s produced when someone searches for a good or service specific to their location. Local packs include physical location addresses and one-click access to Google Maps to get directions. An example of a local pack is below.
Google local packs can be very valuable for local business
Pigeon also affected Carousel. Similar to the local pack, Google Carousel provides ratings, general price range, a related picture and distance from the user’s location. Below is an example, circled in red.
Google Carousel makes finding local businesses easier.
How Has Pigeon Affected Your Business
Pigeon’s biggest change was improved proximity and local search results. For example, Pigeon tries to provide search results nearest the user’s location. Although this has always been the case for Google local search, Pigeon tries improving location accuracy.
Pigeon also attempts to take some general Google search ranking considerations and apply them to local search. Pigeon also improves local search by utilizing spelling correction.
In some cases, Pigeon has reduced the number of listings in a local pack, providing less opportunity for small businesses to be found and more opportunity for directory sites like Yelp. Pigeon also caused upward or downward movement for businesses that were previously prominent or obscured in the Carousel or local pack.
A Flawed Flock
Pigeon’s release was soon followed by haywire local results. Expedia, a national online travel agency, was listed as a Carousel result for “New York hotels,” including an incorrect physical New York City address. However, this has been corrected and no further similar problems have been reported.
Google local search, especially on phones, often leads to same-day purchases. Image: Pixabay
How Google Local Listings Help Your Business
Google local search influences consumer behavior greatly, especially when the local search is done on a smartphone. For example, 50 percent of mobile Google local searchers visited the store within the same day of searching, and 34 percent of computer users did the same. Also, with nearly 80 percent of consumers using local search, businesses take a major risk by ignoring a large portion of the market.
How to Improve Your Local Google Listings
Local SEO is a must to ensure a high ranking in local search. As previously mentioned, Pigeon now makes local search results affected by web-wide ranking factors. In order to make your site show up on Google local search, your site must be up to Google’s ranking standards. Google Panda, which ACS’s blog covered in depth, is one of the many ways Google determines what shows up higher on search. ACS also provides SEO services that consider local and general search ranking factors.
Also affecting local search ranking is a business’s Google+ page. A good, accurate Google+ page is one of, if not the, greatest local search ranking factor. For example, pictures on a Google+ page are used for a business’s Carousel image. A complete, verified Google+ page for your business is a must to stand a chance in local search. Your Google+ page should be categorized correctly and include the correct area code, name, phone number and address, all of which should be matching on your website, Google+ page and directory listings. Positive reviews on Google+ and elsewhere also improves your local search ranking.
How We Can Help You Move Up on Google
Ignoring local SEO is ignoring a major potential customer base. ACS includes on-staff SEO experts who have improved businesses local and general search rankings.
Contact us today to handle your Pigeon problems.