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Pigeon Droppings and Onpage Performance

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Deconstructing Pigeon, Google’s Local Search Algorithm. PRESENTATION: Pigeon Droppings and Onpage Performance - Given by Adam Dorfman, @phixed - SIM Partners, SVP of Product. #SMX #23D

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Pigeon Droppings and Onpage Performance

  1. 1. Pigeon Droppings & Onpage Performance Adam Dorfman SIM Partners SVP - Product & Technology @phixed
  2. 2. searchmarketingexpo.com @phixed #SMX #23D
  3. 3. searchmarketingexpo.com @phixed #SMX #23D
  4. 4. searchmarketingexpo.com @phixed #SMX #23Dhttp://www.dipity.com/phixed/Google-Local-Updates/ The Path to Pigeon
  5. 5. searchmarketingexpo.com @phixed #SMX #23D
  6. 6. searchmarketingexpo.com @phixed #SMX #23D Case Study Time! Image: http://giphy.com/gifs/happy-party-excited-nNrkgR4Z7RHDW
  7. 7. searchmarketingexpo.com @phixed #SMX #23D Sample Size: 5,000 Location Pages Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
  8. 8. searchmarketingexpo.com @phixed #SMX #23D Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg • Pre Pigeon: 7/11 - 7/23 Data Collection Timeline
  9. 9. searchmarketingexpo.com @phixed #SMX #23D Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg • Pre Pigeon: 7/11 - 7/23 • Pigeon: 7/24 Data Collection Timeline
  10. 10. searchmarketingexpo.com @phixed #SMX #23D • 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 Data Collection Timeline
  11. 11. searchmarketingexpo.com @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 Data Collection Timeline
  12. 12. searchmarketingexpo.com @phixed #SMX #23D INTRODUCING
  13. 13. searchmarketingexpo.com @phixed #SMX #23D Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png
  14. 14. searchmarketingexpo.com @phixed #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
  15. 15. searchmarketingexpo.com @phixed #SMX #23D Pre Pigeon vs Post Pigeon Traffic -5.71%
  16. 16. searchmarketingexpo.com @phixed #SMX #23D Pre Pigeon vs Post Pigeon Traffic -5.71% Conversions -5.97%
  17. 17. searchmarketingexpo.com @phixed #SMX #23DImage: http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/
  18. 18. searchmarketingexpo.com @phixed #SMX #23D Pre Pigeon vs Today Traffic -6.32%
  19. 19. searchmarketingexpo.com @phixed #SMX #23D Pre Pigeon vs Today Traffic -6.32% Conversions -2.25%
  20. 20. searchmarketingexpo.com @phixed #SMX #23D Image: http://giphy.com/gifs/funny-cartoon-teacher-QSmTTINa5qVQ4
  21. 21. searchmarketingexpo.com @phixed #SMX #23D What to Measure?
  22. 22. searchmarketingexpo.com @phixed #SMX #23D 1. Business Detail 2. Offsite Factor 3. Onsite Factor
  23. 23. searchmarketingexpo.com @phixed #SMX #23D
  24. 24. searchmarketingexpo.com @phixed #SMX #23D Here’s What We Weren’t Looking For
  25. 25. searchmarketingexpo.com @phixed #SMX #23D Number of Words on a Location Page
  26. 26. searchmarketingexpo.com @phixed #SMX #23D Image: http://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
  27. 27. searchmarketingexpo.com @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
  28. 28. searchmarketingexpo.com @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
  29. 29. searchmarketingexpo.com @phixed #SMX #23D
  30. 30. searchmarketingexpo.com @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
  31. 31. searchmarketingexpo.com @phixed #SMX #23D
  32. 32. searchmarketingexpo.com @phixed #SMX #23D Image: http://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
  33. 33. searchmarketingexpo.com @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 Pre Pigeon vs Post Pigeon
  34. 34. searchmarketingexpo.com @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 Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
  35. 35. searchmarketingexpo.com @phixed #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 Pre Pigeon vs Post Pigeon
  36. 36. searchmarketingexpo.com @phixed #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 Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
  37. 37. searchmarketingexpo.com @phixed #SMX #23D
  38. 38. searchmarketingexpo.com @phixed #SMX #23D Page authority (usually) matters Internal >>> External Domain strength has grown in importance
  39. 39. searchmarketingexpo.com @phixed #SMX #23D
  40. 40. searchmarketingexpo.com @phixed #SMX #23D Image: http://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)
  41. 41. searchmarketingexpo.com @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
  42. 42. searchmarketingexpo.com @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!
  43. 43. searchmarketingexpo.com @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
  44. 44. searchmarketingexpo.com @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!
  45. 45. searchmarketingexpo.com @phixed #SMX #23D
  46. 46. searchmarketingexpo.com @phixed #SMX #23D On page optimization still matters Over-optimization is being targeted Keep experimenting
  47. 47. searchmarketingexpo.com @phixed #SMX #23D
  48. 48. searchmarketingexpo.com @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
  49. 49. searchmarketingexpo.com @phixed #SMX #23D Some days you are the pigeon…
  50. 50. searchmarketingexpo.com @phixed #SMX #23D Some days you are the pigeon… Some days you are the statue.
  51. 51. searchmarketingexpo.com @phixed #SMX #23D

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