Google’s Pigeon Update and Its Potential Effects on SEO

Search engine leader Google quietly rolled out another update to its search algorithm at the end of July, introducing changes that could have significant implications for SEO marketers. This ongoing evolution of search rankings is nothing new, as SEO experts continuously analyze Google’s algorithm updates to anticipate how search results will be organized. While Google has not officially named this update, Search Engine Land has dubbed it “Pigeon”, following the tradition of naming major updates much like Panda and Penguin before it. The substantial changes within the update warranted a distinct name, and early observations suggest its primary impact is on local search results.

The Impact of Pigeon on Local Search Rankings

So far, the effects of the Pigeon update appear to be contained within local search results, with the most notable change being how Google ranks local businesses. Google has confirmed to Search Engine Land that the new local search algorithm is more closely integrated with traditional web search capabilities. This means it now incorporates:

• Hundreds of ranking signals already used in standard web searches
• Search features like Knowledge Graph, spelling correction, and synonyms
• Improved distance and location ranking parameters

One of the most apparent changes is that local businesses are seeing increased visibility over big-name brands. For example, a search for “pizza” now returns more results for “Mom and Co’s Pizza” rather than large national chains like Domino’s or Papa John’s. This update seems to favor smaller, independently owned businesses, giving them a better opportunity to compete in local search rankings.

Potential Downsides and SEO Challenges

While favoring local businesses may seem like a positive shift, some businesses are experiencing negative effects due to this update:

1. Decline in 7-Pack Results

One of the most noticeable changes is the significant reduction in 7-pack results (the group of local business listings that used to appear prominently in search results). Data from Moz indicates that 7-pack results have declined by 60% since the Pigeon update was rolled out, impacting many local businesses that relied on these prominent placements for visibility.

2. Boost in Local Directories

Another key change has been an increase in rankings for local directories such as Yelp, TripAdvisor, and Yellow Pages. Before the update, some businesses had raised concerns that their own websites ranked lower than directory pages listing them. For example, a search for “Gary Danko Yelp” previously returned Google’s own rankings at the top instead of Yelp’s actual page for the restaurant. Since the update, Yelp and other directories have seen a boost in search rankings, addressing some of these complaints.

3. Businesses Struggling with Algorithm Adjustments

Many local businesses that have invested time and money into their SEO strategy are now seeing their rankings fluctuate. Some businesses that previously ranked on page one of search results have been pushed further down. These changes highlight the uncertainty that comes with every algorithm update, leaving businesses scrambling to adjust their strategies accordingly.

Who Is Affected and What’s Next?

Currently, this algorithm update is only being applied to U.S. English queries, with no confirmation yet on when it will expand to other regions or languages. However, businesses that rely heavily on local search rankings should take note of the impact.

Google has not yet disclosed how many queries have been affected by this update, but historically, major updates have had a widespread impact. For example, the 2011 Panda update affected 12% of search results overnight, causing SEO professionals to rework strategies to regain rankings.

For now, trial and error remains the best approach for businesses trying to determine how Pigeon has affected their search rankings. Companies should closely monitor referral traffic, ranking shifts, and directory listings to understand their new positioning.

Final Thoughts: A Positive Shift for Local Businesses?

Although Pigeon has introduced challenges, the preference for local businesses over corporate brands could prove beneficial in the long run. Small brick-and-mortar shops now have a greater opportunity to compete, as attention shifts away from big-box brands dominating search results.

While SEO marketers will need to adapt to these changes, history shows that every algorithm update requires flexibility and strategic adjustments. Once the dust settles, this update could level the playing field for local businesses, allowing them to gain more visibility and attract new customers through improved local search results.