KEO Marketing

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How Google’s latest algorithm update changes SEO?

The most recent changes to the algorithm Google uses to manage search results will likely influence local search marketing. While Google hasn't officially given a name to the update – breaking the string of animal names beginning with "p" – the update alters organic search results in both Google Maps and a standard query (1). In fact, some businesses have disappeared from the map when users search for certain keywords. At the same time, the update will have an impact on the knowledge graph, which is the vast network of connections Google is constantly stringing together to make search more relevant.

Another Internet enterprise that stands to gain from the update is the customer review site Yelp. Previously, the company charged Google with not dealing fairly with search engine results when people explicitly search for Yelp reviews (2). For instance, a query containing the word "yelp" frequently didn't put company's page at the top of the SERP. This may have a significant influence on the way business owners drive traffic to their homepages. Because many buyers tend to look at the experiences of others who have collaborated with a specific business, positive or negative reviews on sites like Yelp may attract or alienate potential customers.

1. Google "Pigeon" Local Search Algorithm Launches
2. Google's Pigeon Update Solves Yelp Problem, Boosts Local Directories

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.