Google
Pigeon
In brief
Overhaul of the local search algorithm, tying local ranking more closely to traditional web SEO signals and improving distance and location criteria.
Key points
- An overhaul of the local search algorithm.
- Brings local ranking closer to traditional web SEO signals.
- Improves distance and location criteria.
- Site authority and on-page signals weigh more in the local pack.
Analysis
Pigeon reorganizes local search by connecting it more closely to classic SEO factors. Authority signals, links and on-page content gain weight in the local pack, while distance and location criteria are refined.
This convergence means that an effective local strategy can no longer rest solely on a business listing: it also requires a solid, well-optimized and reliable site. Local SEO and organic SEO become two facets of the same approach.
What to do
- Strengthen on-page SEO and site authority in addition to the business listing.
- Optimize local pages (consistent NAP, geolocated content, reviews) and structured data.
- Track positions in the local pack and organic results for geolocated queries.
Impact
Local SEO moves closer to classic SEO. Site authority and on-page signals weigh more heavily in the local pack.