GOOGLE ALGORITHMS · SEO GLOSSARY
Pigeon Update
A 2014 Google algorithm update (US: July 2014, worldwide: December 2014) that significantly changed local search results by integrating local ranking signals more tightly with traditional web search signals — rewarding local businesses with strong traditional SEO alongside Google Business Profile signals.
Definition
Pigeon is the informal name (coined by Search Engine Land, not Google) for a major local search algorithm update that rolled out in the US in July 2014 and worldwide in December 2014. Key Pigeon changes: (1) **Traditional web signals integrated into local ranking** — before Pigeon, local pack rankings were determined primarily by proximity and Google Business Profile signals. After Pigeon, standard organic web ranking signals (domain authority, on-page SEO, links) became more important for local pack and local organic rankings. This meant that strong traditional SEO (quality backlinks, well-optimised website) became more important for local visibility. (2) **Distance and location signals refined** — Pigeon improved how Google determined a user\'s location and search context for "near me" type queries. (3) **Local pack footprint changed** — some industry categories saw the local pack shrink or expand in different search contexts. (4) **Directory site impact** — Yelp, TripAdvisor, and other directory sites gained visibility in local searches for some queries. Pigeon affected local businesses significantly: businesses with stronger traditional SEO (better websites, more backlinks, more authoritative web presence) gained local ranking advantage over businesses with weak websites but GBP profiles.
Why it matters for SEO
Pigeon is why local SEO is not just about Google Business Profile optimisation — the website\'s organic SEO strength directly affects local pack and local organic rankings. A local business with an excellent GBP but a thin, low-authority website will typically rank below a competitor with a slightly less complete GBP but a well-optimised website with quality backlinks. For local SEO, both dimensions matter: GBP optimisation + website technical SEO and authority.
How DeepSEOAnalysis checks this
DeepSEOAnalysis checks local SEO technical signals on business websites: LocalBusiness structured data (with address, telephone, openingHours — required for local Knowledge Panel), NAP consistency between website structured data and visible contact information, canonical tag correctness, and Core Web Vitals. These website-level signals are what Pigeon integrated into local ranking — stronger website technical SEO improves local pack eligibility.
GLOSSARY
Related terms
onpage
Local SEO
SEO optimisation for location-based search queries — ensuring a business appears in Google\'s local pack and map results for "near me" and city-specific searches.
Read definition →google algorithms
Possum Update
An unofficial name for a significant September 2016 Google local search algorithm update that changed how local business results are filtered and ranked — particularly diversifying results to prevent multiple businesses with the same address or owner from dominating local packs.
Read definition →local seo
Map Pack (Local Pack)
The set of three local business listings displayed within a Google Maps inset at the top of organic search results for location-based queries — also called the Local Pack or 3-Pack. Appearing here requires a Google Business Profile.
Read definition →local seo
Local Citations
Mentions of a business\'s name, address, and phone number (NAP) on external websites — directories, review sites, data aggregators — that influence local search rankings.
Read definition →See how your site scores on Pigeon Update.
The free DeepSEOAnalysis audit checks pigeon update and 100+ other signals. Full report, no signup.
Run a free audit →