Pigeon Update

The Pigeon Update was a Google change to local search results that launched in the US in July 2014. It tied local rankings more closely to Google’s traditional web ranking signals and improved how distance and location were used, changing which businesses appeared for local searches.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What the Pigeon Update changed

Before Pigeon, local results and regular web results were ranked in noticeably different ways. Google said the new local algorithm was more closely connected to its web search ranking signals, including the many signals it uses to judge relevance and quality. It also said the update improved its distance and location ranking parameters.

The name was not Google’s. It was given by the SEO press, and Google did not object. The update first affected US English results and was later rolled out to other English-speaking countries, including the UK, towards the end of 2014.

Who was affected

Reported effects included:

  • Changes to which businesses appeared in the local pack, now called the map pack.
  • Fewer local pack results for some queries, with more ordinary web results shown instead.
  • Better visibility for large directory and review sites in local searches.
  • Results that depended more on how close a business was to the searcher.

For many small businesses, this meant their own website quality, links and content suddenly mattered more for local visibility, not just their business listing.

Why it matters for local SEO

Pigeon made it clear that local SEO is not separate from general SEO. A business with a strong, well-linked website tends to do better in local results too. Google’s own description of local ranking still rests on three ideas: relevance, distance and prominence. Prominence includes how well known a business is online, which covers links, articles and reviews.

It also raised the value of being listed on trusted directories. Accurate local citations on well-ranked directories could bring visibility both directly and through the business listing.

What to do today

The specific changes Pigeon made are now old, but the principles behind it still shape local search. A sensible approach covers both your listing and your website:

  1. Keep your Google Business Profile complete and accurate.
  2. Build a solid website with clear location and service pages.
  3. Keep your business name, address and phone number consistent everywhere, known as NAP consistency.
  4. Get listed on reputable directories and industry sites.
  5. Earn genuine reviews and local links from organisations in your area.

Common misconceptions

  • “Pigeon was a penalty.” It was a change in how local results were ranked, not a punishment for any tactic.
  • “Only the listing matters for local.” Pigeon showed that website signals feed into local rankings too.
  • “It was a one-off.” Local ranking has kept evolving since, including the later Possum update in 2016.

Key Takeaways

  • The Pigeon Update changed Google’s local search results from July 2014.
  • It linked local rankings more closely to traditional web ranking signals.
  • It improved how Google used distance and location.
  • Directories and strong websites gained visibility in local searches.
  • It showed that local SEO and general SEO are closely connected.

Related Terms

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