Deconstructing Pigeon, Google’s New Local Search Algorithm - SMX East 2014 - Adam Dorfman

• 1. Pigeon FindingsAdam Dorfman, SIM Partners@phixed

2. Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed 3. @phixedhttp://www.google.com/technology/pigeonrank.html 4. Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed 5. @phixedSample Size: 5,000 Location PagesImage: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg 6. @phixedData Collection Timeline Pre Pigeon: 7/11 - 7/23Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg 7. @phixedData Collection Timeline Pre Pigeon: 7/11 - 7/23 Pigeon: 7/24Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg 8. @phixedData Collection Timeline Pre Pigeon: 7/11 - 7/23 Pigeon: 7/24 Post Pigeon: 7/25 - 8/7Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg 9. INTRODUCINGSource: @phixed 10. @phixedPImage: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png 11. The goal of many of our ranking changes is to helpsearchers find sites that provide a great userexperience and fulfill their information needs. We alsowant the good guys making great sites for users, notjust algorithms, to see their effort rewarded.Matt Cuttshttp://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.htmlImage: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed 12. @phixedTraffic-5.71% 13. @phixedTraffic-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 DetailSource: @phixed 17. 1. Business Detail2. Offsite FactorSource: @phixed 18. 1. Business Detail2. Offsite Factor3. Onsite FactorSource: @phixed 19. Image: http://giphy.com/gifs/2GyM94FX0df9u @phixed 20. Image: http://fuckyeahreactions.tumblr.com/post/86789894859 @phixed 21. @phixed8%5%3%0%-3%-5%-8%Y Axis = PerformanceChange Post PigeonX Axis = Metric BeingMeasured0 5 22. Heres What We Werent Looking ForSource: @phixed 23. @phixedNumber of Words on a Location Page23%11%0%-11%-23%800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 24. Google said that this new algorithm improves theirdistance and location ranking parameters.Barry Schwartzhttp://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed 25. Distance From City Center - AllSmall Markets Medium Markets Large Markets@phixed5%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@phixedRESULTS0%-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@phixedRESULTS0%-4%-7%-11%-14%-18%More SinglePacks, Less 7Packs0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 28. @phixedDistance from City Center - Population 10,001-100,000RESULTS5%3%0%-3%-5%0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 29. @phixedDistance from City Center - Population 10,001-100,000Narrowing of search radiusRESULTS5%3%0%-3%-5%in suburban areas0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 30. @phixedDistance from City Center - Population >100,000RESULTS3%0%-3%-6%-9%-13%0 5 10 15 20 25 31. @phixedDistance from City Center - Population >100,000RESULTS3%0%-3%-6%-9%-13%Distance from centroidmatters less in largemarkets until it does0 5 10 15 20 25 32. Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed 33. @phixedLocations in small towns were hit hardest, possibly due to adecrease in local packs and/or a shift to 1 & 3 packs 34. @phixedLocations in small towns were hit hardest, possibly due to adecrease in local packs and/or a shift to 1 & 3 packsGoogle is pushing the urbanization of suburbs 35. @phixedLocations in small towns were hit hardest, possibly due to adecrease in local packs and/or a shift to 1 & 3 packsGoogle is pushing the urbanization of suburbsA slight preference for locations just outside of urban centers inlarge 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 defeatingspammy results in the local packs is to get links,which unfortunately is going to lead to a whole newwave of local link SPAM, because it appears to beworking, for the moment.Andrew Shotlandhttp://moz.com/blog/pigeon-advice-from-local-seosSource: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed 38. @phixedMoz External Equity26%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. @phixedMoz Page Authority26%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. @phixedPage authority matters 42. @phixedPage authority mattersInternal >>> External 43. @phixedPage authority mattersInternal >>> ExternalDomain strength is growing in importance 44. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed 45. Dont underestimate how powerful on-pageoptimization can be for local and local-organicresults.Adam Dorfman (Post Venice Update to Current Day)Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed 46. @phixedNumber of Zip Codes Displayed12%8%4%0%-4%-8%1 2 3 4 5 47. @phixedNumber of Areas Served8%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. @phixedOn page optimization still matters 50. @phixedOn page optimization still mattersOver-optimization is being targeted 51. @phixedOn page optimization still mattersOver-optimization is being targetedKeep experimenting 52. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed 53. @phixed 54. @phixedTakeawaysPigeon update Improved SERPs 55. @phixedTakeawaysPigeon update Improved SERPsWhere your business is still matters 56. @phixedTakeawaysPigeon update Improved SERPsWhere your business is still mattersAttach your business to strong domains 57. @phixedTakeawaysPigeon update Improved SERPsWhere your business is still mattersAttach your business to strong domainsDont over optimize your website 58. Thank You!Adam [email protected]@phixed