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Pigeon Findings 
Adam Dorfman, SIM Partners 
@phixed
Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed
@phixed 
http://www.google.com/technology/pigeonrank.html
Image: http://giphy.com/gifs/wxLLfzOyG6tyw @phixed
@phixed 
Sample Size: 5,000 Location Pages 
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
@phixed 
Data Collection Timeline 
• Pre Pigeon: 7/11 - 7/23 
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
@phixed 
Data Collection Timeline 
• Pre Pigeon: 7/11 - 7/23 
• Pigeon: 7/24 
Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg
@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
INTRODUCING 
Source: @phixed
@phixed 
P 
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 
Image: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
@phixed 
Traffic 
-5.71%
@phixed 
Traffic 
-5.71% 
Conversions 
-5.97%
Image: http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/ @phixed
What to Measure? 
Source: @phixed
1. Business Detail 
Source: @phixed
1. Business Detail 
2. Offsite Factor 
Source: @phixed
1. Business Detail 
2. Offsite Factor 
3. Onsite Factor 
Source: @phixed
Image: http://giphy.com/gifs/2GyM94FX0df9u @phixed
Image: http://fuckyeahreactions.tumblr.com/post/86789894859 @phixed
@phixed 
8% 
5% 
3% 
0% 
-3% 
-5% 
-8% 
Y Axis = Performance 
Change Post Pigeon 
X Axis = Metric Being 
Measured 
0 5
Here’s What We Weren’t Looking For 
Source: @phixed
@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
“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
Distance From City Center - All 
Small Markets Medium Markets Large Markets 
@phixed 
5% 
0% 
-5% 
-11% 
-16% 
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
Distance from City Center - Population < 10,000 
@phixed 
RESULTS 
0% 
-4% 
-7% 
-11% 
-14% 
-18% 
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
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
@phixed 
Distance from City Center - Population 10,001- 
100,000 
RESULTS 
5% 
3% 
0% 
-3% 
-5% 
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
@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
@phixed 
Distance from City Center - Population > 
100,000 
RESULTS 
3% 
0% 
-3% 
-6% 
-9% 
-13% 
0 5 10 15 20 25
@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
Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed
@phixed 
Locations in small towns were hit hardest, possibly due to a 
decrease in local packs and/or a shift to 1 & 3 packs
@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
@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
Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
“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
@phixed 
Moz External Equity 
26% 
0% 
-26% 
-53% 
-79% 
0.875 1.375 1.125 1.625 2.125 2.625 3.125 3.625 4.125 4.625 5.125 5.625
@phixed 
Moz Page Authority 
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
Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed
@phixed 
Page authority matters
@phixed 
Page authority matters 
Internal >>> External
@phixed 
Page authority matters 
Internal >>> External 
Domain strength is growing in importance
Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
“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
@phixed 
Number of Zip Codes Displayed 
12% 
8% 
4% 
0% 
-4% 
-8% 
1 2 3 4 5
@phixed 
Number of Areas Served 
8% 
4% 
0% 
-4% 
-8% 
-12% 
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Image: http://www.reactiongifs.com/what-does-that-mean/ @phixed
@phixed 
On page optimization still matters
@phixed 
On page optimization still matters 
Over-optimization is being targeted
@phixed 
On page optimization still matters 
Over-optimization is being targeted 
Keep experimenting
Source: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png @phixed
@phixed
@phixed 
Takeaways 
Pigeon update ≠ Improved SERPs
@phixed 
Takeaways 
Pigeon update ≠ Improved SERPs 
Where your business is still matters
@phixed 
Takeaways 
Pigeon update ≠ Improved SERPs 
Where your business is still matters 
Attach your business to strong domains
@phixed 
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 
adorfman@simpartners.com 
www.simpartners.com 
@phixed

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