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Five Ways Google’s Latest Pigeon Update has Affected Your Local Listing
WEDNESDAY,
AUGUST 19, 2015
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Google has made some big changes in its local search algorithm, Pigeon. The changes were introduced globally without much fanfare last week; affecting local businesses everywhere—including yours. Here are five ways digital marketing might have changed for you:
You May Have Just Lost a Branding Opportunity
The most visible effect of the update is to attempt to bring its desktop search results inline with mobile—showing only three businesses from listings instead of previously seven. In other words, you have just lost a branding opportunity if your rank was four or lower.
Your Address is No Longer Visible in Listings
Google has done more than reduce the number of listings in search results. It has gone ahead and made some big changes in the three-pack. First, you address is no longer visible even if you are in the top three. Instead, searchers will only find your street name. To view complete address, your clients will have to bring up the panel result on the right on desktop or your store’s card listing page on mobile.
Ratings Have Become Even More Crucial
A search feature lets searchers pick only businesses that are above a certain rating. A searcher can tell Google to limit his or her choice to two stars and above or three stars and above or randomly choose any basic threshold. It is time to start thinking about those starry numbers if you live in a competitive market—defined at any local area where there are two or more businesses competing for the same set of clients.
But Rating Your Business has Gotten Harder
For some peculiar reason, Google has made it difficult for searchers to post reviews for new businesses and businesses that have not been reviewed that. This is a reason to worry because most users will not bother to navigate through all the clicks Google will throw at them.
Google+ has dwindled in Importance but Google Maps Shines
The photos you posted on Google+ will still be visible in the three-result pack through Google Maps and your users ratings on Google+ will continue to matter for a while. In all other respects, Google+ will continue to diminish in importance.
Google’s Pigeon update is unconventional in many respects. Instead of a gradual roll-out, the company pushed it simultaneously across the world—affecting businesses everywhere. It has reduced branding opportunities for you while emphasizing ratings. To adapt, you will have to notch up your digital marketing efforts.
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Posted By
Chetan
at
23:09:31
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