Google has released a new algorithm to provide a more useful, relevant and accurate local search results that are tied more closely to traditional web search ranking signals. The changes will be visible within the Google Maps search results and Google Web search results. Search Engine Land calls it the Pigeon update.
It impacts local search results rankings and some local businesses may notice an increase or decrease in web site referrals, leads and business from the change.
Google says 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.
The new algorithm is currently rolling out for US English results and aims to provide a more useful and relevant experience for searchers seeking local results. Google didn't share any details about if and when the update would roll out more widely in other countries and languages.
Other Local Directories Boosted
Google has fixed its "Yelp problem" and is now showing Yelp pages at the top of search results when queries specifically include the word "Yelp." It's not just Yelp that seems to be benefitting from Google's local algorithm update. A search for "seattle restaurants" shows individual eateries up in the carousel, but the organic listings below are nothing but well-known directory-style sites like Urbanspoon, TripAdvisor, Yelp, and OpenTable. There are even lesser known directory pages from Seattle newspapers and magazines on page one.
Yelp and other local directory-style sites like Yelp and TripAdvisor are benefitting with higher visibility after the Pigeon update, at least in some verticals. Big directory sites like Yelp and TripAdvisor have stronger SEO signals than small, individual local businesses are likely to have. For those businesses and websites, local search has just gotten a lot more difficult.
You need Local SEO more than ever
If you do Local SEO well, you can show up in organic results and the map pack. The map pack results show up above the organic results on mobile, and that mobile search is soon going to overtake desktop search.
Local citation is in Local SEO parlance - Name, Address, and Phone number. Google expects local businesses to have their NAP information on certain other websites (Yelp, social media sites, etc.). If you don't have citations on the important sites, or your citation information is incorrect, it can negatively impact your business ranking in local search results.
