top takeaways from google's pigeon update by adam dorfman

Top Takeaways From Google’s Pigeon Update

Adam Dorfman, SIM Partners

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Download This: http://bit.do/pigeon

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@phixed  h.p://www.google.com/technology/pigeonrank.html  

@phixed  Image:  h.p://giphy.com/gifs/wxLLfzOyG6tyw  

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Sample Size: 5,000 Location Pages

Image:  h.p://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg  

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•  Pre Pigeon: 7/11 - 7/23

Image:  h.p://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg  

Data Collection Timeline

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•  Pre Pigeon: 7/11 - 7/23

•  Pigeon: 7/24

Image:  h.p://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg  

Data Collection Timeline

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•  Pre Pigeon: 7/11 - 7/23

•  Pigeon: 7/24

•  Post Pigeon: 7/25 - 8/7

Image:  h.p://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg  

Data Collection Timeline

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INTRODUCING

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P

Image:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

@phixed  Image:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

“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

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Traffic -5.71%

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Traffic -5.71%

Conversions -5.97%

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What to Measure?

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1. Business Detail

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1. Business Detail 2. Offsite Factor

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1. Business Detail 2. Offsite Factor 3. Onsite Factor

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-­‐8%  

-­‐5%  

-­‐3%  

0%  

3%  

5%  

8%  

0   5  

Y Axis = Performance Change Post Pigeon

X Axis = Metric Being Measured

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Here’s What We Weren’t Looking For

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-­‐23%  

-­‐11%  

0%  

11%  

23%  

800   1000   1200   1400   1600   1800   2000   2200   2400   2600   2800   3000  

Number of Words on a Location Page

@phixed  Image:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

“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

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-­‐16%  

-­‐11%  

-­‐5%  

0%  

5%  

0   5   10   15   20   25   30   35   40   45   50   55   60   65   70   75  

Small Markets Medium Markets Large Markets

Distance From City Center - All

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RESULTS  

-­‐18%  

-­‐14%  

-­‐11%  

-­‐7%  

-­‐4%  

0%  

0   5   10   15   20   25   30   35   40   45   50   55   60   65   70   75  

Distance from City Center - Population < 10,000

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RESULTS  

-­‐18%  

-­‐14%  

-­‐11%  

-­‐7%  

-­‐4%  

0%  

0   5   10   15   20   25   30   35   40   45   50   55   60   65   70   75  

Distance from City Center - Population < 10,000

More Single Packs, Less 7

Packs

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RESULTS  

-­‐5%  

-­‐3%  

0%  

3%  

5%  

0   5   10   15   20   25   30   35   40   45   50   55   60   65   70   75  

Distance from City Center - Population 10,001-100,000

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RESULTS  

-­‐5%  

-­‐3%  

0%  

3%  

5%  

0   5   10   15   20   25   30   35   40   45   50   55   60   65   70   75  

Distance from City Center - Population 10,001-100,000

Narrowing of search radius in suburban areas

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RESULTS  

-­‐13%  

-­‐9%  

-­‐6%  

-­‐3%  

0%  

3%  

0   5   10   15   20   25  

Distance from City Center - Population > 100,000

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RESULTS  

-­‐13%  

-­‐9%  

-­‐6%  

-­‐3%  

0%  

3%  

0   5   10   15   20   25  

Distance from City Center - Population > 100,000

Distance from centroid matters less in large

markets… until it does

@phixed  Image:  h.p://www.reacLongifs.com/what-­‐does-­‐that-­‐mean/  

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

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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

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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

@phixed  Source:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

@phixed  Source:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

“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

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-­‐79%  

-­‐53%  

-­‐26%  

0%  

26%  

0.875   1.375   1.125   1.625   2.125   2.625   3.125   3.625   4.125   4.625   5.125   5.625  

Moz External Equity

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-­‐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  

Moz Page Authority

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Page authority matters

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Page authority matters Internal >>> External

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Page authority matters Internal >>> External Domain strength is growing in importance

@phixed  Source:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

@phixed  Source:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

“Don’t underestimate how powerful on-page optimization can be for local and local-organic

results.” Adam Dorfman (Post Venice Update to Current Day)

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-­‐8%  

-­‐4%  

0%  

4%  

8%  

12%  

1   2   3   4   5  

Number of Zip Codes Displayed

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-­‐12%  

-­‐8%  

-­‐4%  

0%  

4%  

8%  

1   2   3   4   5   6   7   8   9   10   11   12   13   14  

Number of Areas Served

@phixed  Image:  h.p://www.reacLongifs.com/what-­‐does-­‐that-­‐mean/  

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On page optimization still matters

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On page optimization still matters Over-optimization is being targeted

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On page optimization still matters Over-optimization is being targeted Keep experimenting

@phixed  Source:  h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png  

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Takeaways

Pigeon update ≠ Improved SERPs

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Takeaways

Pigeon update ≠ Improved SERPs Where your business is still matters

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Takeaways

Pigeon update ≠ Improved SERPs Where your business is still matters Attach your business to strong domains

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Takeaways

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

Thank You!

Adam  Dorfman  adorfman@simpartners.com  

www.simpartners.com  @phixed