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


Data Collection Timeline

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•  Pre Pigeon: 7/11 - 7/23

•  Pigeon: 7/24



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•  Pre Pigeon: 7/11 - 7/23

•  Pigeon: 7/24

•  Post Pigeon: 7/25 - 8/7



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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%

@phixed Image: h.p://www.reddit.com/r/reacLongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/

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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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@phixed Image: h.p://fuckyeahreacLons.tumblr.com/post/86789894859

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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


“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


“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

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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

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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 [email protected]

www.simpartners.com @phixed

top takeaways from google's pigeon update by adam dorfman

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