The Pigeon Update

Launched in July 2014, the Pigeon Update was a significant algorithm change that affected local search results. This update was designed to provide more useful, relevant, and accurate local search results by tying local search algorithms more closely to traditional web search ranking signals.

 

Fallouts and Highlights from the Update

The Pigeon Update caused considerable shifts in local search results, affecting approximately 3% of queries. Many businesses saw changes in their local search visibility, with some experiencing dramatic increases or decreases in traffic.

One of the most notable impacts was on directory sites like Yelp and TripAdvisor, which saw significant boosts in visibility for many local queries. For instance, searches for “New York restaurants” began to show more results from these directory sites rather than individual restaurant websites.

The update also had a substantial impact on the local pack results (the map-based results typically shown for local queries). Many businesses found themselves either newly included or suddenly excluded from these prominent local results.

The SEO community had mixed reactions to the update. While some praised the improved accuracy of local results, others criticised the increased prominence of large directory sites at the expense of small business websites.

Google didn’t make an official announcement about the Pigeon Update, but confirmed its existence to Search Engine Land, who dubbed it “Pigeon”. The lack of official guidance led to much speculation and analysis in the SEO community as they tried to understand the new local search landscape.

 

Strategy Evolution

The Pigeon Update necessitated several shifts in local SEO strategy:

1. Increased focus on traditional SEO signals for local search optimisation
2. Greater emphasis on creating high-quality, location-specific content
3. More attention to on-page SEO factors like title tags and meta descriptions for local pages
4. Development of strategies to compete with or leverage directory sites
5. Renewed importance of building local citations and maintaining consistent NAP (Name, Address, Phone number) information across the web

 

This update marked a significant shift in local SEO thinking, bringing it more in line with traditional organic SEO practices. It encouraged SEO professionals to apply more sophisticated optimisation techniques to local search campaigns, moving beyond basic directory submissions and Google My Business optimisation.

For many businesses, this meant creating more robust, content-rich local landing pages for each location they served. It also led to an increased focus on earning high-quality, locally relevant backlinks to boost domain authority for local searches.

The prominence of directory sites post-Pigeon also prompted many businesses to put more effort into managing their presence on these platforms, ensuring their listings were complete, accurate, and supported by positive reviews.

Overall, the Pigeon Update pushed the local SEO industry towards more holistic, quality-focused strategies that balanced traditional SEO best practices with local-specific tactics. It underscored the importance of treating local SEO as a critical component of overall digital marketing strategy, rather than a separate, less sophisticated discipline.