Local SEO: Post Pigeon

Written by: Jason Bayless | June 09, 2015

Since SEO has existed, and that includes local SEO, modifications to the best system have remained parts of the process. In July of 2014, Google Pigeon took flight, which incorporated serious changes for local search engine optimization. In a world where Pigeon is now deeply embedded, you must understand how to tailor your website to meet these needs.

Maintain Your Identification Details

No matter what, interested parties still must have the ability to find your business. When people are searching for local businesses, they want to know how they can get to the shop, and they want to see the contact phone number in case they become lost or have questions. Continuing to integrate your address and phone number onto each page of your website is still relevant in a post-Pigeon world. Also, make sure this information appears when your website shows up on search-engine results pages.

Focus Your Attention on Neighborhood Location and Needs

Before Pigeon came into fruition, you often included your city and state name in the keywords and phrases and other marketing campaigns. Now, however, you want to focus on specific neighborhoods. Conduct research to determine which part of town most of your target audience members come from. Then, you want to incorporate the name of that neighborhood into your marketing efforts. By doing so, you are more closely defining your target audience, and you are addressing the needs of that specific population.

Choose the Most Suitable Directors

When search engine optimization was in its early stages, some of the techniques really stressed quantity over quality. That meant you would find every single directory possible and ensure that your business was located there. Now, however, as people’s search skills are developing more finely, the presence of your business on the website needs to match up with those stronger skills. As a result, you must make sure that your business listing is in appropriate directories. You want to choose the best directories for your type of business, not just any old directory.

Promulgate Your Content-Marketing Efforts

If you are behind in the content-marketing race, you surely want to start catching up. Content marketing is a powerful way to speak to the members of your target audience because these methods engage and intrigue them. You can use content marketing in a variety of ways. For example, you can create blogs with relevant content, and you may even ask members from the community to write a blog post from time to time. You can also upload videos and post them on your social media accounts to develop a stronger connection with the audience members.

Create High-Quality Material

You do not simply just want to spew a series of blogs, photos and videos across the web to generate more traffic to your site. Instead, you want to ensure that these marketing efforts of your business represent a high quality of work. Doing so helps to build trust in your business and brand, and it speaks to the needs of local SEO.

Make Certain Your Information is Consistent

Imagine if you were looking for a business. You visit one directory to find some information. Then, you visit another directory or the company’s social media site, and you discover information that varies from what you saw in the directory. At the very least, you are likely going to question the efficiency of the business to some degree. This skepticism may grow so profound that you believe any claim the company makes to contain spurious information. In a post-Pigeon world, you need to ensure that the information you are displaying on all of your online properties and platforms is accurate. Otherwise, you are not doing your job in terms of search engine optimization, and customers may feel dubious about your company’s authenticity.

Since Pigeon has arrived on the scene, you need to make these emendations to stay ahead of the game.