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.