Introduction to the Google Pigeon Algorithm and Its Impact on Google Results
Google’s Pigeon Algorithm was introduced and launched on August 20, 2013, resulting in significant changes to Google’s local search results. The name “Pigeon” was coined by the website Search Engine Land, which received direct information from Google regarding the objectives of this update.
What is the google Pigeon Algorithm?
The Pigeon Algorithm was designed to connect Google’s local search algorithm more closely with the web algorithm, aiming to provide better rankings based on the user’s distance and the website’s (business’s) location. In the weeks following the launch, daily changes were observed in the local search listings and natural local rankings.
The Relationship between Local SEO and the Pigeon Algorithm
One of the goals stated by Google for the Pigeon update was to deepen the integration of the local algorithm with the traditional, pre-local search algorithm. This integration would help Google utilize hundreds of ranking signals directed at the traditional web algorithm to enhance the construction of the local algorithm.
This new integration was aimed at eliminating the need for a special location-based results list, allowing smaller businesses to appear in local searches and meet users’ needs to find a specific store nearby. Thus, when a user searches for “restaurant,” the closest restaurants would appear at the top of Google’s results list.
To achieve this, the boundaries of the map had to be defined for Google through this algorithm. Many businesses that previously had a good position suddenly found themselves absent from local searches because they had not specified a location for their business. Over time, Google became more adept at determining the distance between users and businesses, providing more accurate results for users.
What Exactly Changed with the google Pigeon Algorithm Update?
Google constantly strives to meet its users’ needs and enhance their experience. With the Pigeon update, it aimed to help users get their desired results with fewer clicks.
Changes in the Appearance of Google’s Pack Results
When Google introduced Pigeon, local results were displayed in packs of 7. Over time, this number changed to 10 and then reduced to 3. Currently, when a term is searched, the local search results list appears with a Google map showing 3 local results below it. These results include ratings and images, and their locations are marked on the map. Reducing the number and converting the packs to a 3-pack prevented businesses outside the search area from being prominently displayed.
Supporting Local Businesses
This update wasn’t just beneficial for users. Many small local businesses, unable to compete with larger ones with multiple branches, got an opportunity to rank in local searches simply by specifying their location to Google.
Imagine a restaurant operating in a remote village. If a user nearby, with GPS enabled, searches for “restaurant,” Google Pigeon Algorithm identifies the distance to the restaurant and displays it at the top of the search results page. Thus, not only does the user find the nearest restaurant, but the small restaurant in the remote village can also attract customers through local search, whereas, with traditional search, larger restaurants in the capital would have shown up, which wouldn’t be useful for the user or helpful to the small business.
Personalizing Google Results
As the previous story illustrates, search result rankings depend on each user’s location. For instance, if a person in a village searches for “restaurant,” they will see a list of nearby restaurants, while someone in a city searching for the same term will see a different list of nearby restaurants. Each person sees the best options suited to their needs. A person in a village won’t travel to the city for food, and someone in the city won’t go to a village to get food. (If either plans to do so, they will surely search for the neighborhood’s name alongside the restaurant.)
Improving Conversion Rates for Website Entries
The more the results match users’ needs, the higher the likelihood of a purchase or order. As mentioned, one of the major changes brought about by the Pigeon Algorithm in the Search Engine Results Page (SERP) was the personalization of results based on each user’s location. Consequently, users saw websites in the results list that were more useful to them and could be utilized (purchased from).
Impact of the Pigeon Algorithm on Businesses
The impact of the Pigeon Algorithm has been more positive for users than for businesses. The Pigeon Algorithm draws a circle in response to your search query, with you at the center, displaying only businesses within this circle in the search results. Therefore, many businesses around you may not appear within this circle as it isn’t large enough to include all businesses. This results in a negative impact for businesses and a positive impact for users, as you get closer and more relevant results.
Improving Website Traffic Due to the Pigeon Algorithm
While the Pigeon Algorithm might significantly reduce a website’s traffic, it undoubtedly increases the conversion rate of website users. Although a business might be removed from the search page due to the Pigeon Algorithm, the results shown to users become more relevant, leading to higher conversion rates from users to customers.
In a conducted study, most individuals did not see substantial changes in their website traffic, although some businesses did experience traffic decreases, which were compensated by an increased customer conversion rate.
Has the Pigeon Algorithm Affected Google’s Appearance?
When Google’s Pigeon Algorithm was introduced, the appearance of local search results was completely different from traditional search results. Consequently, the user experience was also notably different for both types. However, now the search results list in both local and traditional searches are aesthetically and visually unified, and working with both is the same.
Which Websites Benefited the Most from the Pigeon Algorithm?
When the Pigeon Algorithm was launched, some websites did not notice any changes, while others benefited from these changes. Generally, websites without a physical location or that did not specify their location on the website saw little or no change.
Another group of websites that gained good rankings for certain terms after the introduction of Pigeon were directories. As more updates were added to Pigeon, local search results became evident on some websites. These industries included:
- Hospitality services (28% growth in Google’s local results)
- Food services (19% growth in Google’s local results)
- Educational services (13% growth in Google’s local results)
Additionally, smaller growths were observed in the following businesses:
- Pools (4.64%)
- Retail stores (4.32%)
- Legal services (3.55%)
- Medical services (1.83%)
- Transportation (1.31%)
- Fitness (1.12%)
To benefit from the advantages of local search ranking and the Pigeon Algorithm, you should define a location on your website. Also, by registering your location on Google Maps, enter your website and social media addresses so that Google can recognize you and index you in the local search results.
