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Pigeon Droppings & Onpage Performance
Adam Dorfman
SIM Partners
SVP - Product & Technology
@phixed
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
http://www.dipity.com/phixed/Google-Local-Updates/ http://www.dipity.com/phixed/Google-Local-Updates/
http://www.dipity.com/phixed/Google-Local-Updates/
http://www.dipity.com/phixed/Google-Local-Updates/
http://www.dipity.com/phixed/Google-Local-Updates/
The Path to Pigeon
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
Case Study Time! Image: http://giphy.com/gifs/happy-party-excited-nNrkgR4Z7RHDW
searchmarketingexpo.com
@phixed #SMX #23D
Sample Size: 5,000 Location Pages
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
searchmarketingexpo.com
@phixed #SMX #23D
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
• Pre Pigeon: 7/11 - 7/23
Data Collection Timeline
searchmarketingexpo.com
@phixed #SMX #23D
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
• Pre Pigeon: 7/11 - 7/23
• Pigeon: 7/24
Data Collection Timeline
searchmarketingexpo.com
@phixed #SMX #23D
• 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
Data Collection Timeline
searchmarketingexpo.com
@phixed #SMX #23D
• Pre Pigeon: 7/11 - 7/23
• Pigeon: 7/24
• Post Pigeon: 7/25 - 8/7
• Today: 12/18 – 12/31 Image: http://news.nationalgeographic.com/news/2008/04/080429-pigeon-picture.html
Data Collection Timeline
searchmarketingexpo.com
@phixed #SMX #23D
INTRODUCING
searchmarketingexpo.com
@phixed #SMX #23D
Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png
searchmarketingexpo.com
@phixed #SMX #23D
Image: http://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
searchmarketingexpo.com
@phixed #SMX #23D
Pre Pigeon vs Post Pigeon
Traffic
-5.71%
searchmarketingexpo.com
@phixed #SMX #23D
Pre Pigeon vs Post Pigeon
Traffic
-5.71%
Conversions
-5.97%
searchmarketingexpo.com
@phixed #SMX #23D Image: http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/
searchmarketingexpo.com
@phixed #SMX #23D
Pre Pigeon vs Today
Traffic
-6.32%
searchmarketingexpo.com
@phixed #SMX #23D
Pre Pigeon vs Today
Traffic
-6.32%
Conversions
-2.25%
searchmarketingexpo.com
@phixed #SMX #23D
Image: http://giphy.com/gifs/funny-cartoon-teacher-QSmTTINa5qVQ4
searchmarketingexpo.com
@phixed #SMX #23D
What to Measure?
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@phixed #SMX #23D
1. Business Detail
2. Offsite Factor
3. Onsite Factor
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@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
Here’s What We Weren’t Looking For
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@phixed #SMX #23D
Number of Words on a Location Page
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@phixed #SMX #23D
Image: http://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
searchmarketingexpo.com
@phixed #SMX #23D
Miles From City Center – Pre Pigeon vs Post Pigeon
-1.4
-1.2
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
0.4
0.6
0 5 10 15 20 25
Small Population Medium Population Large Population
searchmarketingexpo.com
@phixed #SMX #23D
Miles From City Center – Pre Pigeon vs Today
-1.4
-1.2
-1.0
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0 5 10 15 20 25
Small Population Medium Population Large Population
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
Locations in small towns were hit hardest when Pigeon first was
released but that has since evened out
Google is pushing the urbanization of suburbs
Google is showing a preference for unique business locations
that are on the edges of large cities
Post-Pigeon ongoing clean up is starting to make a difference in
quality of traffic
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
Image: http://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
searchmarketingexpo.com
@phixed #SMX #23D
Mozscape External Equity
-0.7
-0.6
-0.5
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
1.125 1.375 1.625 1.875 2.125 2.375 2.625 2.875 3.125 3.375 3.625 3.875 4.125 4.375 4.625 4.875 5.125 5.375 5.625
Ch
an
ge
Mozscape External Equity Score
Pre Pigeon vs Post Pigeon
searchmarketingexpo.com
@phixed #SMX #23D
Mozscape External Equity
-0.7
-0.6
-0.5
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
1.125 1.375 1.625 1.875 2.125 2.375 2.625 2.875 3.125 3.375 3.625 3.875 4.125 4.375 4.625 4.875 5.125 5.375 5.625
Ch
an
ge
Mozscape External Equity Score
Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
searchmarketingexpo.com
@phixed #SMX #23D
Mozscape Page Authority
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
0.5
0.6
36.5 37.5 38.5 39.5 40.5 41.5 42.5 43.5 44.5 45.5 46.5 47.5 48.5 49.5 50.5 51.5 52.5 53.5 54.5 55.5 56.5 57.5 58.5 59.5 60.5 61.5
Ch
an
ge
Mozscape Page Authority
Pre Pigeon vs Post Pigeon
searchmarketingexpo.com
@phixed #SMX #23D
Mozscape Page Authority
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
0.5
0.6
36.5 37.5 38.5 39.5 40.5 41.5 42.5 43.5 44.5 45.5 46.5 47.5 48.5 49.5 50.5 51.5 52.5 53.5 54.5 55.5 56.5 57.5 58.5 59.5 60.5 61.5
Ch
an
ge
Mozscape Page Authority
Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
Page authority (usually) matters
Internal >>> External
Domain strength has grown in importance
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png
“Don’t underestimate how powerful on-page
optimization can be for local and local-organic
results.”
Adam Dorfman (Post Venice Update to Current Day)
searchmarketingexpo.com
@phixed #SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5
Pct.
Ch
an
ge
Number of Zip Codes Listed on a Location Page
Number of Zip Codes Displayed
Pre Pigeon vs Post Pigeon
searchmarketingexpo.com
@phixed #SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5
Pct.
Ch
an
ge
Number of Zip Codes Listed on a Location Page
Number of Zip Codes Displayed
Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
Aim for 3 zip codes listed
on your location pages or
website!
searchmarketingexpo.com
@phixed #SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Pct.
Ch
an
ge
Neighborhoods/Surrounding Suburbs/Landmarks/etc Listed per Location Page
Number of Areas Served
Pre Pigeon vs Post Pigeon
searchmarketingexpo.com
@phixed #SMX #23D
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Pct.
Ch
an
ge
Neighborhoods/Surrounding Suburbs/Landmarks/etc Listed per Location Page
Number of Areas Served
Pre Pigeon vs Post Pigeon Pre Pigeon vs Today
Add 3 hyperlocal
locations served in
addition to your
businesses’ city!
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
On page optimization still matters
Over-optimization is being targeted
Keep experimenting
searchmarketingexpo.com
@phixed #SMX #23D
searchmarketingexpo.com
@phixed #SMX #23D
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
searchmarketingexpo.com
@phixed #SMX #23D
Some days you are the pigeon…
searchmarketingexpo.com
@phixed #SMX #23D
Some days you are the pigeon…
Some days you are the statue.
searchmarketingexpo.com
@phixed #SMX #23D