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Top Takeaways From Google's Pigeon Update By Adam Dorfman

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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: Top Takeaways From Google's Pigeon Update - Given by Adam Dorfman, @Phixed, SVP - Product & Technology - SIM Partners. #SMX #23C

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Top Takeaways From Google's Pigeon Update By Adam Dorfman

  1. 1. Top Takeaways From Google’s Pigeon Update Adam Dorfman, SIM Partners @phixed Download This: http://bit.do/pigeon
  2. 2. Image: h.p://giphy.com/gifs/wxLLfzOyG6tyw @phixed
  3. 3. @phixed h.p://www.google.com/technology/pigeonrank.html
  4. 4. Image: h.p://giphy.com/gifs/wxLLfzOyG6tyw @phixed
  5. 5. @phixed Sample Size: 5,000 Location Pages Image: h.p://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
  6. 6. @phixed Data Collection Timeline • Pre Pigeon: 7/11 - 7/23 Image: h.p://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
  7. 7. @phixed Data Collection Timeline • Pre Pigeon: 7/11 - 7/23 • Pigeon: 7/24 Image: h.p://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
  8. 8. @phixed Data Collection Timeline • 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
  9. 9. Source: @phixed INTRODUCING
  10. 10. @phixed P Image: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png
  11. 11. Image: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed “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
  12. 12. @phixed Traffic -5.71%
  13. 13. @phixed Traffic -5.71% Conversions -5.97%
  14. 14. Image: h.p://www.reddit.com/r/reacLongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/ @phixed
  15. 15. Source: @phixed What to Measure?
  16. 16. Source: @phixed 1. Business Detail
  17. 17. Source: @phixed 1. Business Detail 2. Offsite Factor
  18. 18. Source: @phixed 1. Business Detail 2. Offsite Factor 3. Onsite Factor
  19. 19. Image: h.p://giphy.com/gifs/2GyM94FX0df9u @phixed
  20. 20. Image: h.p://fuckyeahreacLons.tumblr.com/post/86789894859 @phixed
  21. 21. @phixed 8% 5% 3% 0% -­‐3% -­‐5% -­‐8% Y Axis = Performance Change Post Pigeon X Axis = Metric Being Measured 0 5
  22. 22. Here’s What We Weren’t Looking For Source: @phixed
  23. 23. @phixed Number of Words on a Location Page 23% 11% 0% -­‐11% -­‐23% 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000
  24. 24. Image: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed “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
  25. 25. Distance From City Center - All Small Markets Medium Markets Large Markets @phixed 5% 0% -­‐5% -­‐11% -­‐16% 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
  26. 26. @phixed Distance from City Center - Population < 10,000 RESULTS 0% -­‐4% -­‐7% -­‐11% -­‐14% -­‐18% 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
  27. 27. @phixed Distance from City Center - Population < 10,000 RESULTS 0% -­‐4% -­‐7% -­‐11% -­‐14% -­‐18% More Single Packs, Less 7 Packs 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
  28. 28. Distance from City Center - Population 10,001-100,000 @phixed RESULTS 5% 3% 0% -­‐3% -­‐5% 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
  29. 29. Distance from City Center - Population 10,001-100,000 @phixed Narrowing of search radius RESULTS 5% 3% 0% -­‐3% -­‐5% in suburban areas 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
  30. 30. Distance from City Center - Population > 100,000 @phixed RESULTS 3% 0% -­‐3% -­‐6% -­‐9% -­‐13% 0 5 10 15 20 25
  31. 31. Distance from City Center - Population > 100,000 @phixed RESULTS 3% 0% -­‐3% -­‐6% -­‐9% -­‐13% Distance from centroid matters less in large markets… until it does 0 5 10 15 20 25
  32. 32. Image: h.p://www.reacLongifs.com/what-­‐does-­‐that-­‐mean/ @phixed
  33. 33. @phixed Locations in small towns were hit hardest, possibly due to a decrease in local packs and/or a shift to 1 & 3 packs
  34. 34. @phixed 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
  35. 35. @phixed 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
  36. 36. Source: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  37. 37. Source: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed “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
  38. 38. @phixed Moz External Equity 26% 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. 39. @phixed Moz Page Authority 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
  40. 40. Image: h.p://www.reacLongifs.com/what-­‐does-­‐that-­‐mean/ @phixed
  41. 41. @phixed Page authority matters
  42. 42. @phixed Page authority matters Internal >>> External
  43. 43. @phixed Page authority matters Internal >>> External Domain strength is growing in importance
  44. 44. Source: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  45. 45. Source: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed “Don’t underestimate how powerful on-page optimization can be for local and local-organic results.” Adam Dorfman (Post Venice Update to Current Day)
  46. 46. @phixed Number of Zip Codes Displayed 12% 8% 4% 0% -­‐4% -­‐8% 1 2 3 4 5
  47. 47. @phixed Number of Areas Served 8% 4% 0% -­‐4% -­‐8% -­‐12% 1 2 3 4 5 6 7 8 9 10 11 12 13 14
  48. 48. Image: h.p://www.reacLongifs.com/what-­‐does-­‐that-­‐mean/ @phixed
  49. 49. @phixed On page optimization still matters
  50. 50. @phixed On page optimization still matters Over-optimization is being targeted
  51. 51. @phixed On page optimization still matters Over-optimization is being targeted Keep experimenting
  52. 52. Source: h.p://blogs-­‐images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  53. 53. @phixed
  54. 54. @phixed Takeaways Pigeon update ≠ Improved SERPs
  55. 55. @phixed Takeaways Pigeon update ≠ Improved SERPs Where your business is still matters
  56. 56. @phixed Takeaways Pigeon update ≠ Improved SERPs Where your business is still matters Attach your business to strong domains
  57. 57. @phixed Takeaways Pigeon update ≠ Improved SERPs Where your business is still matters Attach your business to strong domains Don’t over optimize your website
  58. 58. Thank You! Adam Dorfman adorfman@simpartners.com www.simpartners.com @phixed

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