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Google Pigeon Update
The name (given by the SEO industry, not Google) of a significant Google local search update launched July 24, 2014.
The goal of Pigeon was to improve the accuracy and relevance of local searches by leveraging more traditional Google ranking signals and improving distance and locating ranking parameters.
FAQ
Why is it important to optimize for the Google Pigeon Update
The Pigeon update is for local search results so, in organic search results, it has changed how local businesses are ranked.