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Pigeon Algorithm Overview - State of Search 2014

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We we will be diving deep into Google’s Pigeon algorithm update. What is it? Why was it released? How does it relate to other major algorithm updates Google has released over the last few years? What are some of the primary indicators of what types of businesses and sites benefited from this update? How have the SERPs shifted? What do other local search experts think about this change? How does this impact the future of local search? How many reaction gifs can one presentation possibly contain? All of these questions and more will be answered during this session.

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Pigeon Algorithm Overview - State of Search 2014

  1. 1. Pigeon Overview & Findings Adam Dorfman, SIM Partners @phixed Download This:
  2. 2. @phixed The journey to Pigeon What are we seeing? Image: http://themetapicture.com/pigeons/ Agenda
  3. 3. Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed
  4. 4. @phixed http://www.google.com/technology/pigeonrank.html
  5. 5. Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed
  6. 6. The Path to Pigeon http://www.dipity.com/phixed/Google-Local-Updates/ @phixed
  7. 7. The Path to Pigeon http://www.dipity.com/phixed/Google-Local-Updates/ @phixed
  8. 8. http://searchengineland.com/using-past-predict-future-local-search-206472 @phixed
  9. 9. http://giphy.com/gifs/sheldon-cooper-tbbt-what-iSso-uhracep: pening-NQXSitWWkTlCM @phixed
  10. 10. 23.4% Drop in Local Pack Results @phixed http://moz.com/blog/the-month-google-shook-the-serps http://www.whitespark.ca/blog/post/37-23-percent-drop-in-local-packs
  11. 11. http://moz.com/blog/the-month-google-shook-the-serps @phixed
  12. 12. http://moz.com/blog/the-month-google-shook-the-serps @phixed
  13. 13. http://www.brightedge.com/blog/industry-specific-impact-google-pigeon-update/ @phixed
  14. 14. https://flic.kr/p/c7QDUN @phixed
  15. 15. “Los Angeles Personal Injury Attorney” @phixed http://localsearchforum.catalystemarketing.com/google-local-important/21058-google-pigeon-collateral- damage-what-you-can.html
  16. 16. “Los Angeles Personal Injury Attorney” @phixed http://localsearchforum.catalystemarketing.com/google-local-important/21058-google-pigeon-collateral- damage-what-you-can.html
  17. 17. @phixed http://localsearchforum.catalystemarketing.com/google-local-important/21058-google-pigeon-collateral- damage-what-you-can.html
  18. 18. As of 11/16/14 @phixed http://localsearchforum.catalystemarketing.com/google-local-important/21058-google-pigeon-collateral- damage-what-you-can.html
  19. 19. @phixed http://localsearchforum.catalystemarketing.com/google-local-important/21058-google-pigeon-collateral- damage-what-you-can.html As of 11/16/14
  20. 20. @phixed Local, Authoritative One-box Poop
  21. 21. Local, Authoritative One-box Poop Mozcast: 7/23/14 vs 9/11/14 Generic terms that GAINED Local Authoritative OneBoxes @phixed http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm
  22. 22. @phixed Local, Authoritative One-box Poop http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm
  23. 23. @phixed Local, Authoritative One-box Poop http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm
  24. 24. @phixed
  25. 25. @phixed
  26. 26. @phixed Sample Size: 5,000 Location Pages Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
  27. 27. @phixed Data Collection Timeline • Pre Pigeon: 7/11 - 7/23 Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
  28. 28. @phixed Data Collection Timeline • Pre Pigeon: 7/11 - 7/23 • Pigeon: 7/24 Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
  29. 29. @phixed Data Collection Timeline • 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
  30. 30. INTRODUCING Source: @phixed
  31. 31. @phixed P Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png
  32. 32. “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 Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  33. 33. @phixed Traffic -5.71%
  34. 34. @phixed Traffic -5.71% Conversions -5.97%
  35. 35. Image: http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/ @phixed
  36. 36. What to Measure? Source: @phixed
  37. 37. 1. Business Detail Source: @phixed
  38. 38. 1. Business Detail 2. Offsite Factor Source: @phixed
  39. 39. 1. Business Detail 2. Offsite Factor 3. Onsite Factor Source: @phixed
  40. 40. Image: http://giphy.com/gifs/2GyM94FX0df9u @phixed
  41. 41. Image: http://fuckyeahreactions.tumblr.com/post/86789894859 @phixed
  42. 42. Here’s What We Weren’t Looking For Source: @phixed
  43. 43. @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
  44. 44. “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 Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  45. 45. @phixed Distance From City Center - All
  46. 46. Distance from City Center - Population < 10,000 @phixed 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
  47. 47. @phixed Distance from City Center - Population 10,001- 100,000 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
  48. 48. @phixed Distance from City Center - Population > 100,000 RESULTS 3% 0% -3% -6% -9% -13% Distance from centroid matters less in large markets… until it does 0 5 10 15 20 25
  49. 49. @phixed Type of query matters! http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm
  50. 50. @phixed Type of query matters! http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm
  51. 51. @phixed Type of query matters! http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm
  52. 52. @phixed Type of query matters! http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm
  53. 53. Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed
  54. 54. @phixed Locations in small towns were hit hardest, possibly due to a decrease in local packs and/or a shift to 1 & 3 packs
  55. 55. @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
  56. 56. @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
  57. 57. @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 Queries with a geographic modifier are returning results with larger radii
  58. 58. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  59. 59. “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 Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  60. 60. @phixed Mozscape External Equity
  61. 61. @phixed Mozscape Page Authority
  62. 62. Ranking Shifts Post Pigeon Pre Pigeon http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm @phixed
  63. 63. Ranking Shifts Post Pigeon Pre Pigeon http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm @phixed
  64. 64. Ranking Shifts Pre-Pigeon (Google.ca – h/t Joy Hawkins) Post-Pigeon http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm @phixed
  65. 65. Ranking Shifts Post Pigeon Pre Pigeon http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm @phixed
  66. 66. Ranking Shifts Post Pigeon Pre Pigeon http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm @phixed
  67. 67. Ranking Shifts Post Pigeon Pre Pigeon http://www.slideshare.net/SearchMarketingExpo/dissecting-the-pigeon-update-by-david-mihm @phixed
  68. 68. Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed
  69. 69. @phixed Page authority (usually) matters
  70. 70. @phixed Page authority (usually) matters Internal >>> External
  71. 71. @phixed Page authority (usually) matters Internal >>> External Domain strength is growing in importance
  72. 72. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  73. 73. “Don’t underestimate how powerful on-page optimization can be for local and local-organic results.” Adam Dorfman (Post Venice Update to Current Day) Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  74. 74. @phixed Number of Zip Codes Displayed
  75. 75. @phixed Number of Areas Served
  76. 76. Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed
  77. 77. @phixed On page optimization still matters
  78. 78. @phixed On page optimization still matters Over-optimization is being targeted
  79. 79. @phixed On page optimization still matters Over-optimization is being targeted Keep experimenting
  80. 80. Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
  81. 81. @phixed
  82. 82. @phixed Takeaways Signals of Pigeon were apparent in hindsight
  83. 83. @phixed Takeaways Signals of Pigeon were apparent in hindsight Pigeon update ≠ Improved SERPs
  84. 84. @phixed Takeaways Signals of Pigeon were apparent in hindsight Pigeon update ≠ Improved SERPs Where your business is still matters
  85. 85. @phixed Takeaways Signals of Pigeon were apparent in hindsight Pigeon update ≠ Improved SERPs Where your business is still matters Attach your business to strong domains
  86. 86. @phixed Takeaways 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
  87. 87. @phixed Finally https://flic.kr/p/7SmKDx
  88. 88. @phixed Finally Some days you are the pigeon… https://flic.kr/p/7SmKDx
  89. 89. @phixed Finally Some days you are the pigeon… Some days you are the statue. https://flic.kr/p/7SmKDx
  90. 90. Thank You! Adam Dorfman adorfman@simpartners.com www.simpartners.com @phixed

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