Taking a sample set of 5,000 location pages, we dove deep into our data set to determine what factors actually mattered in Google's Pigeon algorithm update that occurred in June of 2014. Business data, offsite metrics like linkbuilding and onpage factors were all looked at.

1. Pigeon Findings
Adam Dorfman, SIM Partners
@phixed

2. Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed

3. @phixed
http://www.google.com/technology/pigeonrank.html

4. Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed

5. @phixed
Sample Size: 5,000 Location Pages
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg

6. @phixed
Data Collection Timeline
• Pre Pigeon: 7/11 - 7/23
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg

7. @phixed
Data Collection Timeline
• Pre Pigeon: 7/11 - 7/23
• Pigeon: 7/24
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg

8. @phixed
Data Collection Timeline
• Pre Pigeon: 7/11 - 7/23
• Pigeon: 7/24
• Post Pigeon: 7/25 - 8/7
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg

9. INTRODUCING
Source: @phixed

10. @phixed
P
Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png

11. “The goal of many of our ranking changes is to help
searchers find sites that provide a great user
experience and fulfill their information needs. We also
want the “good guys” making great sites for users, not
just algorithms, to see their effort rewarded.”
Matt Cutts
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-
high-quality.html
Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed

12. @phixed
Traffic
-5.71%

13. @phixed
Traffic
-5.71%
Conversions
-5.97%

14. Image: http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/ @phixed

15. What to Measure?
Source: @phixed

16. 1. Business Detail
Source: @phixed

17. 1. Business Detail
2. Offsite Factor
Source: @phixed

18. 1. Business Detail
2. Offsite Factor
3. Onsite Factor
Source: @phixed

19. Image: http://giphy.com/gifs/2GyM94FX0df9u @phixed

20. Image: http://fuckyeahreactions.tumblr.com/post/86789894859 @phixed

21. @phixed
8%
5%
3%
0%
-3%
-5%
-8%
Y Axis = Performance
Change Post Pigeon
X Axis = Metric Being
Measured
0 5

22. Here’s What We Weren’t Looking For
Source: @phixed

23. @phixed
Number of Words on a Location Page
23%
11%
0%
-11%
-23%
800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000

24. “Google said that this new algorithm improves their
distance and location ranking parameters.”
Barry Schwartz
http://searchengineland.com/google-makes-significant-changes-local-search-
ranking-algorithm-197778
Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed

25. Distance From City Center - All
Small Markets Medium Markets Large Markets
@phixed
5%
0%
-5%
-11%
-16%
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75

26. Distance from City Center - Population < 10,000
@phixed
RESULTS
0%
-4%
-7%
-11%
-14%
-18%
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75

27. Distance from City Center - Population < 10,000
@phixed
RESULTS
0%
-4%
-7%
-11%
-14%
-18%
More Single
Packs, Less 7
Packs
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75

28. @phixed
Distance from City Center - Population 10,001-
100,000
RESULTS
5%
3%
0%
-3%
-5%
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75

29. @phixed
Distance from City Center - Population 10,001-
100,000
Narrowing of search radius
RESULTS
5%
3%
0%
-3%
-5%
in suburban areas
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75

30. @phixed
Distance from City Center - Population >
100,000
RESULTS
3%
0%
-3%
-6%
-9%
-13%
0 5 10 15 20 25

31. @phixed
Distance from City Center - Population >
100,000
RESULTS
3%
0%
-3%
-6%
-9%
-13%
Distance from centroid
matters less in large
markets… until it does
0 5 10 15 20 25

32. Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed

33. @phixed
Locations in small towns were hit hardest, possibly due to a
decrease in local packs and/or a shift to 1 & 3 packs

34. @phixed
Locations in small towns were hit hardest, possibly due to a
decrease in local packs and/or a shift to 1 & 3 packs
Google is pushing the urbanization of suburbs

35. @phixed
Locations in small towns were hit hardest, possibly due to a
decrease in local packs and/or a shift to 1 & 3 packs
Google is pushing the urbanization of suburbs
A slight preference for locations just outside of urban centers in
large markets, but a sharp drop for any past 20 miles

36. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed

37. “Thus far the big fix we are seeing to defeating
spammy results in the local packs is to get links,
which unfortunately is going to lead to a whole new
wave of local link SPAM, because it appears to be
working, for the moment.”
Andrew Shotland
http://moz.com/blog/pigeon-advice-from-local-seos
Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed

38. @phixed
Moz External Equity
26%
0%
-26%
-53%
-79%
0.875 1.375 1.125 1.625 2.125 2.625 3.125 3.625 4.125 4.625 5.125 5.625

39. @phixed
Moz Page Authority
26%
13%
0%
-13%
-26%
36.5 38.5 40.5 42.5 44.5 46.5 48.5 50.5 52.5 54.5 56.5 58.5 60.5

40. Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed

41. @phixed
Page authority matters

42. @phixed
Page authority matters
Internal >>> External

43. @phixed
Page authority matters
Internal >>> External
Domain strength is growing in importance

44. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed

45. “Don’t underestimate how powerful on-page
optimization can be for local and local-organic
results.”
Adam Dorfman (Post Venice Update to Current Day)
Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed

46. @phixed
Number of Zip Codes Displayed
12%
8%
4%
0%
-4%
-8%
1 2 3 4 5

47. @phixed
Number of Areas Served
8%
4%
0%
-4%
-8%
-12%
1 2 3 4 5 6 7 8 9 10 11 12 13 14

48. Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed

49. @phixed
On page optimization still matters

50. @phixed
On page optimization still matters
Over-optimization is being targeted

51. @phixed
On page optimization still matters
Over-optimization is being targeted
Keep experimenting

52. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed

53. @phixed

54. @phixed
Takeaways
Pigeon update ≠ Improved SERPs

55. @phixed
Takeaways
Pigeon update ≠ Improved SERPs
Where your business is still matters

56. @phixed
Takeaways
Pigeon update ≠ Improved SERPs
Where your business is still matters
Attach your business to strong domains

57. @phixed
Takeaways
Pigeon update ≠ Improved SERPs
Where your business is still matters
Attach your business to strong domains
Don’t over optimize your website

58. Thank You!
Adam Dorfman
adorfman@simpartners.com
www.simpartners.com
@phixed