Dissecting The Pigeon Update By David Mihm
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Transcript of Dissecting The Pigeon Update By David Mihm
1 1 © SEOmoz, Inc. 2014
David Mihm @davidmihm
[email protected] Dissecting the Pigeon Update
David Mihm [email protected] / @davidmihm October 1 2014
2 2 © SEOmoz, Inc. 2014
David Mihm @davidmihm
[email protected] Dissecting the Pigeon Update
David Mihm [email protected] / @davidmihm October 1 2014
aka
3 3 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Dissecting the Pigeon Update
What Google Said!1
2
3
4
What Mozcast Says!What the Experts Say!Recap!
4 4 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What Google Said
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What Google Said 1
Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR Web ranking signals
Knowledge Graph
Distance : location
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Web Ranking Factors: Supporting Evidence 1
7 7 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Web Ranking Factors: Supporting Evidence 1
8 8 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Web Ranking Factors: Supporting Evidence 1
9 9 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What Google Said: Supporting Evidence 1
10 10 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Web Ranking Factors: Supporting Evidence 1
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What Google Said: Supporting Evidence 1
12 12 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Web Ranking Factors: Supporting Evidence 1
13 13 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Web Ranking Factors: Supporting Evidence 1
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Web Ranking Factors: Supporting Evidence 1
Hello, .png file!!
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Hello, “This domain may be for sale!”!
Web Ranking Factors: Supporting Evidence 1
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Hello, lapsed and hijacked domain!!
Web Ranking Factors: Supporting Evidence 1
17 17 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR Web ranking signals
Knowledge Graph
Distance : location
What Google Said: Supporting Evidence 1
18 18 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Knowledge Graph: It’s clear there was an update, but…
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Knowledge Graph: “Supporting” Evidence 1
20 20 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Knowledge Graph: “Supporting” Evidence 1
21 21 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Knowledge Graph: “Supporting” Evidence 1
22 22 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR Web ranking signals
Knowledge Graph
Distance : location
What Google Said: Supporting Evidence 1
?
23 23 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Distance/Location: Supporting Evidence 1
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“Convenience Store”
Distance/Location: Supporting Evidence 1
Tighter radius to location of search for generic phrases.
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Distance/Location: Supporting Evidence 1
“Convenience Store Portland”
Wider radius to location of search for geomodified phrases.
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Distance/Location: Supporting Evidence 1
27 27 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Distance/Location: Supporting Evidence 1
28 28 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Distance/Location: Supporting Evidence 1
29 29 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Distance/Location: Supporting Evidence 1
30 30 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR Web ranking signals
Knowledge Graph
Distance : location
What Google Said: Supporting Evidence 1
?
31 31 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What Mozcast Says
32 32 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What Mozcast Says
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What Mozcast Says 2
Mozcast: Change in Pack Frequency by Listing # 7/23 – 7/29
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What Mozcast Says 2
Mozcast: Change in Pack Frequency by Listing # 7/23 – 7/29
23% drop in total # of results showing packs (Carousel and OneBox #’s relatively unaffected)
35 35 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What Mozcast Says 2
Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Branded and Geo-Modified Terms
Terms that GAINED Packs/Carousels
Terms that GAINED Local AOBs
Terms that SWITCHED from Packs/Carousels to Local AOBs
Terms whose Packs CHANGED numbers
Terms that SWITCHED from Local AOBs to Packs/Carousels
Terms that LOST Local AOBs
Terms that LOST Packs/Carousels
36 36 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What Mozcast Says 2
Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Branded and Geo-Modified Terms
(Knowledge Graph adjustments)
TLDR; Fairly even breakdown of gains and losses on these terms.
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What Mozcast Says 2
Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Geo-Modified Terms
ß Many of these are real estate related
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What Mozcast Says 2
Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Branded Terms
ß Lots of gains among branded terms
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What Mozcast Says 2
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What Mozcast Says 2
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What Mozcast Says 2
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What Mozcast Says 2
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What Mozcast Says 2
Mozcast: 7/23/14 vs 9/11/14 Generic terms that GAINED Local Authoritative OneBoxes
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Knowledge Graph: “Supporting” Evidence 1
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What Mozcast Says 2
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What Mozcast Says 2
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What Mozcast Says 2
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What Mozcast Says 2
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What Mozcast Says 2
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My Read on Mozcast Changes 1) Clear shift in brand/geography
interaction (Knowledge Graph) 2) Certain categories (real estate) lost
a number of pack results
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What the Experts Say
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What the Experts Say 3
*Note: across both pack and localized organic results.
2014 LSRF: Factors INCREASING in importance since Pigeon
53 53 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What the Experts Say 3
*Note: across both pack and localized organic results.
2014 LSRF: Factors INCREASING in importance since Pigeon
Big Winners Domain Authority
Proximity to Searcher Quality of Inbound Links
54 54 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What the Experts Say 3
*Note: across both pack and localized organic results.
2014 LSRF: Factors DECREASING in importance since Pigeon
55 55 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What the Experts Say 3
*Note: across both pack and localized organic results.
2014 LSRF: Factors DECREASING in importance since Pigeon
Big Losers Proximity to Centroid
Physical Address in City of Search Verified GMB Pages
Quantity of Structured Citations Proximity to Other Businesses in Industry
56 56 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
83 factors were mentioned 36 of those were mentioned in both increasing AND decreasing
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What I See
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=
Photo credit: P. Slawinski http://pslawinski.smugmug.com/!
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1. Search results in search results 2. Well-optimized regional-vertical directories 3. Less blending
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“Brands are how you sort out the cesspool of the Internet.” --Eric Schmidt, Oct. 2008
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“This is what you’re left with when you try to do that in Local.” --David Mihm, Oct. 2014
"Père-Lachaise - Divison 90 - Lahovary 09" by Antonin Mercié. Wikimedia Commons.
{ pigeon poo }
62 62 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Why does this…
http://searchengineland.com/expedia-becomes-new-york-city-hotel-googles-pigeon-local-update-198339
What the Experts Say 3
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…and this…
http://blumenthals.com/blog/2014/07/31/google-pigeon-poo/
What the Experts Say 3
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…and this…
What the Experts Say 3
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…happen?
BRAND preference.
Web signals, i.e. links, have NEVER been good at identifying worthy local businesses. Directories’ internal links are more powerful than all but a handful of inbound links to local businesses.
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Why local visibility is so important 1
(From my December 2013 post)
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Chris Silver Smith http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414
What the Experts Say 3
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Chris Silver Smith http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414
What the Experts Say 3
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But what about the pack results of small businesses?
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71 71 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Image courtesy of michaelwall.co.uk
2009 2014
What the Experts Say 3
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Image courtesy of michaelwall.co.uk
2009 2014
What the Experts Say 3
73 73 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014 http://blumenthals.com/blog/2014/07/31/google-pigeon-poo/
What the Experts Say 3
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What the Experts Say 3
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What the Experts Say 3
78 78 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
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“Brand” in Local surfaces spam because a) The brand signals for local SMBs are not strong
enough (and the ones that are are exact-match keywords).
b) Non-citation, non-review ranking factors reward exact-match keywords in business titles and URLs.
What the Experts Say 3
80 80 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
81 81 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
What I See: An Amplification of Hummingbird 4
What can we learn from the early Pigeon Poo?
- Brand is HUGE (Avvo, ZocDoc, Expedia).
http://blumenthals.com/blog/2014/07/31/google-pigeon-poo/
C’mon, Google!
82 82 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Recap!Brand signals are on the rise.
This rewards 1. Directories
(Consider barnacling for success) 2. National brands with strong Local SEO 3. Branded anchor text 4. Branded searches 5. Clickthrough rate
Recap
83 83 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Recap!Proximity is shifting dramatically towards searcher.
Content, authority can pull-in geomodifying searchers where the radius is wider.
Recap
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Recap!Study—don’t complain about—the crazy Authoritative OneBoxes.
These are valuable learning opportunities, and the algorithm will mature.
Recap
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GMB SIGNALS
SEARCHER CENTROID
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
CITATIONS
Algorithmic Evolution!
2008 – 10 Pack Introduction
2012 – Stability Post-Venice
2014 – Pigeon
Recap
86 86 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
GMB SIGNALS
SEARCHER CENTROID
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
CITATIONS
Algorithmic Evolution!
2008 – 10 Pack Introduction
2012 – Stability Post-Venice
2014 – Pigeon
2015+ – My Prediction
Recap
87 87 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Recap
Miriam Ellis I don't really feel any factors have actually become less important. The main difference as I see it is that you may be getting less mileage than you formerly did from good practices, particularly in those results that have narrowed to smaller packs or have shifted to favoring directories over individual websites. So, work that got you high visibility in 2013 may be getting you a little less of it in 2014.
88 88 © SEOmoz, Inc. 2014 © SEOmoz, Inc. 2014
Thank you!
[email protected] moz.com/local!
Ongoing Resources!Moz.com/blog
LocalU.org!