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Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Hi. W...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Don’t...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Got i...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14!
The Great Real Estate Panic of 
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the goo...
Real Estate GWT Impressions 
24 Sites (BoomTownROI.com) 
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Real Estate GWT Clicks 
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Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Real ...
Roofing Vertical GWT Impressions 
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Words and pictures by andrew shotland localseoguide.com 
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Roofing Vertical GA Organic Traffic 
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Words and pictures by andrew shotland localseoguide.com 
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Moving Company GA Organic Search 
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Roofing/Moving Conclusions 
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good pa...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
What ...
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Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
More ...
And of Course Plenty of SPAM 
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good ...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Escor...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Lawye...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Lowe’...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
Weird...
Key Learning: Don’t Let The Pigeon 
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the...
Thank You For Your Kind Attention 
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the ...
Words and pictures by andrew shotland localseoguide.com 
(OK, maybe mo willems did the good parts…) 
SMX 
East ‘14! 
I’m b...
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Don't Let The Pigeon Drive You Crazy By Andrew Shotland

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From the SMX East 2014 Conference in New York City, NY. SESSION: Deconstructing Pigeon, Google's New Local Search Algorithm . PRESENTATION: Don't Let The Pigeon Drive You Crazy - Given by Andrew Shotland, @LocalSEOGuide, President - Local SEO Guide. #SMX #23C

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Don't Let The Pigeon Drive You Crazy By Andrew Shotland

  1. 1. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Hi. We do SEO for big sites and little ones. I’m going to take off for a while, so please do me a favor….
  2. 2. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Don’t Let the Pigeon Drive You Crazy! Words and pictures by andrew shotland localseoguide.com
  3. 3. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Got it? O.K. Let’s review…
  4. 4. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14!
  5. 5. The Great Real Estate Panic of Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 2014!
  6. 6. Real Estate GWT Impressions 24 Sites (BoomTownROI.com) 700000 600000 500000 400000 300000 200000 100000 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 0 1 2 3 4 5 6 7 8 9 10 11 12
  7. 7. Real Estate GWT Clicks 24 Sites (BoomTownROI.com) 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 0 Seasonality? 1 2 3 4 5 6 7 8 9 10 11 12
  8. 8. Real Estate Vertical GA Organic Traffic 30000 25000 20000 15000 10000 5000 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 24 sites (BoomTownROI.com) 0 Or GWT sucks? 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
  9. 9. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Real Estate Pigeon Results • Head term rankings down • Long-tail rankings/traffic up • Leads through the roof! • Tech, content & links still work
  10. 10. Roofing Vertical GWT Impressions 700000 600000 500000 400000 300000 200000 100000 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 40 Sites 0 Seasonality! 1 2 3 4 5 6 7 8 9 10 11 12
  11. 11. 7000 6000 5000 4000 3000 2000 1000 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Roofing Vertical GWT Clicks 40 Sites 0 Ummm…the usual 1 2 3 4 5 6 7 8 9 10 11 12
  12. 12. Roofing Vertical GA Organic Traffic 19000 18500 18000 17500 17000 16500 16000 15500 15000 14500 14000 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 40 Sites 13500 Definitely seasonality 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
  13. 13. Moving Company GWT Impressions 45000 40000 35000 30000 25000 20000 15000 10000 5000 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 17 Locations 0 Rankings Up ! Then Down… 1 2 3 4 5 6 7 8 9 10 11 12
  14. 14. 800 700 600 500 400 300 200 100 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Moving Company GWT Clicks 17 Locations 0 Whatever… 1 2 3 4 5 6 7 8 9 10 11 12
  15. 15. Moving Company GA Organic Search 1000 900 800 700 600 500 400 300 200 100 Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! 17 Locations 0 Seasonality… 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
  16. 16. Roofing/Moving Conclusions Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Nothing…really…changed
  17. 17. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! What About Directories?
  18. 18. 700,000 2,500,000 600,000 2,000,000 500,000 1,500,000 400,000 300,000 1,000,000 200,000 500,000 100,000 U.S. Local Directory Google Traffic U.S. Local Directory Google Traffic 20 Sites 10 Sites Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Here’s What… -­‐ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 -­‐ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
  19. 19. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! More Data • Big Local Directory: – “We’re down about 5%” • Fortune 500 Brand: – “Organic Down 6%, PPC Traffic Up 25%! Hmmmmm…”
  20. 20. And of Course Plenty of SPAM Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14!
  21. 21. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Escort Spam
  22. 22. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Lawyers Dallas
  23. 23. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Lowe’s
  24. 24. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Weird Pack Triggers
  25. 25. Key Learning: Don’t Let The Pigeon Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! Drive You Crazy! 8/26/14 (sorry!) 9/19/14
  26. 26. Thank You For Your Kind Attention Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! h/p://www.twi/er.com/localseoguide h/ps://plus.google.com/+AndrewShotland h/p://www.applemapsmarkeGng.com h/p://www.mowillems.com/
  27. 27. Words and pictures by andrew shotland localseoguide.com (OK, maybe mo willems did the good parts…) SMX East ‘14! I’m back! You didn’t let the pigeon drive you crazy did you? Great! Thanks a lot!

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