Pigeon Droppings and On Page Web Performance

Pigeon
Droppings &
Onpage
Performance
Adam Dorfman
SIM Partners
SVP - Product & Technology
@phixed

searchmarketingexpo.com
@phixed
#SMX #23D

@phixed
#SMX #23Dhttp://www.dipity.com/phixed/Google-Local-Updates/
The Path to Pigeon

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#SMX #23D
Case Study Time!
Image: http://giphy.com/gifs/happy-party-excited-nNrkgR4Z7RHDW

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#SMX #23D
Sample Size: 5,000 Location Pages
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg

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#SMX #23D
• Pre Pigeon: 7/11 - 7/23
Data Collection Timeline

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#SMX #23D
• Pre Pigeon: 7/11 - 7/23
• Pigeon: 7/24

@phixed
#SMX #23D
• Pre Pigeon: 7/11 - 7/23
• Pigeon: 7/24
• Post Pigeon: 7/25 - 8/7

@phixed
#SMX #23D
• Pre Pigeon: 7/11 - 7/23
• Pigeon: 7/24
• Post Pigeon: 7/25 - 8/7
• Today: 12/18 – 12/31
Image: http://news.nationalgeographic.com/news/2008/04/080429-pigeon-picture.html

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#SMX #23D
INTRODUCING

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#SMX #23D
Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png

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#SMX #23D
“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

@phixed
#SMX #23D
Pre Pigeon vs Post Pigeon
Traffic
-5.71%

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#SMX #23D
Traffic
-5.71%
Conversions
-5.97%

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#SMX #23DImage: http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/

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#SMX #23D
Pre Pigeon vs Today
Traffic
-6.32%

@phixed
#SMX #23D
Pre Pigeon vs Today
Traffic
-6.32%
Conversions
-2.25%

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#SMX #23D
Image: http://giphy.com/gifs/funny-cartoon-teacher-QSmTTINa5qVQ4

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#SMX #23D
What to Measure?

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#SMX #23D
1. Business Detail
2. Offsite Factor
3. Onsite Factor

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#SMX #23D
Here’s What We Weren’t Looking For

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#SMX #23D
Number of Words on a Location Page

@phixed
#SMX #23D
“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

@phixed
#SMX #23D
Miles From City Center – Pre Pigeon vs Post Pigeon
-1.4
-1.2
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
0.4
0.6
0 5 10 15 20 25
Small Population Medium Population Large Population

@phixed
#SMX #23D
Miles From City Center – Pre Pigeon vs Today
-1.4
-1.2
-1.0
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0 5 10 15 20 25
Small Population Medium Population Large Population

@phixed
#SMX #23D
Locations in small towns were hit hardest when Pigeon first was
released but that has since evened out
Google is pushing the urbanization of suburbs
Google is showing a preference for unique business locations
that are on the edges of large cities
Post-Pigeon ongoing clean up is starting to make a difference in
quality of traffic

@phixed
#SMX #23D
“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

@phixed
#SMX #23D
Mozscape External Equity
-0.7
-0.6
-0.5
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
1.125 1.375 1.625 1.875 2.125 2.375 2.625 2.875 3.125 3.375 3.625 3.875 4.125 4.375 4.625 4.875 5.125 5.375 5.625
Change
Mozscape External Equity Score

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#SMX #23D
Mozscape Page Authority
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
0.5
0.6
36.5 37.5 38.5 39.5 40.5 41.5 42.5 43.5 44.5 45.5 46.5 47.5 48.5 49.5 50.5 51.5 52.5 53.5 54.5 55.5 56.5 57.5 58.5 59.5 60.5 61.5
Change
Mozscape Page Authority

@phixed
#SMX #23D
Page authority (usually) matters
Internal >>> External
Domain strength has grown in importance

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#SMX #23D
“Don’t underestimate how powerful on-page
optimization can be for local and local-organic
results.”
Adam Dorfman (Post Venice Update to Current Day)

@phixed
#SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5
Pct.Change
Number of Zip Codes Listed on a Location Page
Number of Zip Codes Displayed

@phixed
#SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5
Pct.Change
Number of Zip Codes Listed on a Location Page
Number of Zip Codes Displayed
Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
Aim for 3 zip codes listed
on your location pages or
website!

@phixed
#SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Pct.Change
Neighborhoods/Surrounding Suburbs/Landmarks/etc Listed per Location Page
Number of Areas Served

@phixed
#SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Pct.Change
Neighborhoods/Surrounding Suburbs/Landmarks/etc Listed per Location Page
Number of Areas Served
Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
Add 3 hyperlocal
locations served in
addition to your
businesses’ city!

@phixed
#SMX #23D
On page optimization still matters
Over-optimization is being targeted
Keep experimenting

@phixed
#SMX #23D
Signals of Pigeon were apparent in hindsight
Pigeon update ≠ Improved SERPs
Where your business is still matters
Attach your business to strong domains
Don’t over optimize your website

@phixed
#SMX #23D
Some days you are the pigeon…

@phixed
#SMX #23D
Some days you are the pigeon…
Some days you are the statue.

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