More local SEO changes ahead

The latest Google algorithm may once again redefine local search marketing. Nicknamed Pigeon, the update will try to deliver better local search results through improvements to Google's distance and location ranking parameters (1). While the search engine giant has yet to say much about Pigeon, Google reported the new algorithm will link local search more closely to standard Web searches, which could help B2B companies with a small geographic target audience gain more traction.

Each time Google announces a search engine optimization update, marketers often panic because they are unsure how the changes will impact their campaigns. It seems there may still some kinks to work out before it's fully understood how Pigeon will change SEO (2). In particular, the effect on mobile SEO is still unclear. Despite the skepticism about Pigeon, there was similar confusion when Hummingbird was released in 2013, and the development has mostly been positive for marketers. As more prospects use their mobile devices to do business research on the go, it will become increasingly important to provide a high-quality user experience because this will be tied to a company's search engine results. 

1. "Experts Weigh In On Google's 'Pigeon' Update Aimed At Improving Local Search Results"
2. "New Google Search Algorithm Update Targets Local Search Queries"

Sheila Kloefkorn (1031 Posts)

With more than 20 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.