Pigeon Droppings and On Page Web Performance

Pigeon Droppings & Onpage Performance

Adam Dorfman

SIM Partners

SVP - Product & Technology

@phixed

searchmarketingexpo.com@phixed

#SMX #23D


#SMX #23Dhttp://www.dipity.com/phixed/Google-Local-Updates/

The Path to Pigeon

http://www.dipity.com/phixed/Google-Local-Updates/


#SMX #23D


#SMX #23D

Case Study Time!Image: http://giphy.com/gifs/happy-party-excited-nNrkgR4Z7RHDW

http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg


#SMX #23D

Sample Size: 5,000 Location Pages

Image: http://nyoobserver.files.wordpress.com/2011/06/pigeons.jpg



#SMX #23D


• Pre Pigeon: 7/11 - 7/23

Data Collection Timeline



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• Pre Pigeon: 7/11 - 7/23

• Pigeon: 7/24




#SMX #23D

• Pre Pigeon: 7/11 - 7/23

• Pigeon: 7/24

• Post Pigeon: 7/25 - 8/7





#SMX #23D

• Pre Pigeon: 7/11 - 7/23

• Pigeon: 7/24

• Post Pigeon: 7/25 - 8/7

• Today: 12/18 – 12/31Image: http://news.nationalgeographic.com/news/2008/04/080429-pigeon-picture.html


http://news.nationalgeographic.com/news/2008/04/080429-pigeon-picture.html


#SMX #23D

INTRODUCING


#SMX #23DImage: http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png

http://blogs-images.forbes.com/peterubel/files/2013/01/pigeon.png


#SMX #23D

“The goal of many of our ranking changes is to help

searchers find sites that provide a great user

experience and fulfill their information needs. We also

want the “good guys” making great sites for users, not

just algorithms, to see their effort rewarded.”

Matt Cuttshttp://googlewebmastercentral.blogspot.com/2012/04/another-step-to-

reward-high-quality.html

http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html


#SMX #23D

Pre Pigeon vs Post Pigeon

Traffic

-5.71%


#SMX #23D


Traffic

-5.71%

Conversions

-5.97%


#SMX #23DImage: http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/

http://www.reddit.com/r/reactiongifs/comments/1mz8qk/when_the_bank_clerk_tells_me_my_account_balance/


#SMX #23D

Pre Pigeon vs Today

Traffic

-6.32%


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Pre Pigeon vs Today

Traffic

-6.32%

Conversions

-2.25%


#SMX #23DImage: http://giphy.com/gifs/funny-cartoon-teacher-QSmTTINa5qVQ4


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What to Measure?


#SMX #23D

1. Business Detail

2. Offsite Factor

3. Onsite Factor


#SMX #23D


#SMX #23D

Here’s What We Weren’t Looking For


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Number of Words on a Location Page



“Google said that this new algorithm improves their

distance and location ranking parameters.”

Barry Schwartz http://searchengineland.com/google-makes-significant-changes-local-

search-ranking-algorithm-197778


http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778


#SMX #23D

Miles From City Center – Pre Pigeon vs Post Pigeon

-1.4

-1.2

-1

-0.8

-0.6

-0.4

-0.2

0

0.2

0.4

0.6

0 5 10 15 20 25

Small Population Medium Population Large Population


#SMX #23D

Miles From City Center – Pre Pigeon vs Today

-1.4

-1.2

-1.0

-0.8

-0.6

-0.4

-0.2

0.0

0.2

0.4

0.6

0 5 10 15 20 25

Small Population Medium Population Large Population


#SMX #23D


#SMX #23D

Locations in small towns were hit hardest when Pigeon first was

released but that has since evened out

Google is pushing the urbanization of suburbs

Google is showing a preference for unique business locations

that are on the edges of large cities

Post-Pigeon ongoing clean up is starting to make a difference in

quality of traffic


#SMX #23D



“Thus far the big fix we are seeing to defeating

spammy results in the local packs is to get links,

which unfortunately is going to lead to a whole new

wave of local link SPAM, because it appears to be

working, for the moment.”

Andrew Shotland http://moz.com/blog/pigeon-advice-from-local-seos


http://moz.com/blog/pigeon-advice-from-local-seos


#SMX #23D

Mozscape External Equity

-0.7

-0.6

-0.5

-0.4

-0.3

-0.2

-0.1

0

0.1

0.2

0.3

0.4

1.125 1.375 1.625 1.875 2.125 2.375 2.625 2.875 3.125 3.375 3.625 3.875 4.125 4.375 4.625 4.875 5.125 5.375 5.625

Ch

an

ge

Mozscape External Equity Score



#SMX #23D

Mozscape Page Authority

-0.4

-0.3

-0.2

-0.1

0

0.1

0.2

0.3

0.4

0.5

0.6

36.5 37.5 38.5 39.5 40.5 41.5 42.5 43.5 44.5 45.5 46.5 47.5 48.5 49.5 50.5 51.5 52.5 53.5 54.5 55.5 56.5 57.5 58.5 59.5 60.5 61.5

Ch

an

ge

Mozscape Page Authority



#SMX #23D


#SMX #23D

Page authority (usually) matters

Internal >>> External

Domain strength has grown in importance


#SMX #23D



“Don’t underestimate how powerful on-page

optimization can be for local and local-organic

results.”

Adam Dorfman (Post Venice Update to Current Day)



#SMX #23D

-35.0%

-30.0%

-25.0%

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

1 2 3 4 5

Pct.

Ch

an

ge

Number of Zip Codes Listed on a Location Page

Number of Zip Codes Displayed



#SMX #23D

-35.0%

-30.0%

-25.0%

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

1 2 3 4 5

Pct.

Ch

an

ge

Number of Zip Codes Listed on a Location Page

Number of Zip Codes Displayed

Pre Pigeon vs Post Pigeon Pre Pigeon vs Today

Aim for 3 zip codes listed

on your location pages or

website!


#SMX #23D

-35.0%

-30.0%

-25.0%

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Pct.

Ch

an

ge

Neighborhoods/Surrounding Suburbs/Landmarks/etc Listed per Location Page

Number of Areas Served



#SMX #23D

-35.0%

-30.0%

-25.0%

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Pct.

Ch

an

ge

Neighborhoods/Surrounding Suburbs/Landmarks/etc Listed per Location Page

Number of Areas Served

Pre Pigeon vs Post Pigeon Pre Pigeon vs Today

Add 3 hyperlocal

locations served in

addition to your

businesses’ city!


#SMX #23D


#SMX #23D

On page optimization still matters

Over-optimization is being targeted

Keep experimenting


#SMX #23D


#SMX #23D

Signals of Pigeon were apparent in hindsight

Pigeon update ≠ Improved SERPs

Where your business is still matters

Attach your business to strong domains

Don’t over optimize your website


#SMX #23D

Some days you are the pigeon…


#SMX #23D

Some days you are the pigeon…

Some days you are the statue.


#SMX #23D

Pigeon Droppings and On Page Web Performance

Marketing

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