MozCast has now updated their query set to better reflect what searchers are seeing. Even though their methodology was different than that of Whitespark, the new results showing a decline in 7-packs due to the Google Local algo update are much the same: a 23.4% drop.
It is interesting to note that one of their observations which correlates to what I am seeing, is a number of “these queries now have authoritative one-boxes instead of packs”. That is consistent with an Google’s statement to be using more web signals and in this case demonstrating a predilection for brands and one boxes ala Hummingbird. This brand preference might also lead to additional 3 packs often seen on brand queries.
- jet ski
- house rentals
- money gram (misspelled – interestingly, “moneygram” returns a pack)
- subway store locator
- apartment rentals
- custom cars
- jeeps (“jeep dealership” does get a pack)
- wedding makeup
- bed and breakfast
- train tickets
Clearly the Local algo update (note to Matt McGee: can’t we do better than naming it after a pigeon?) has had an impact and a large one.
The more important questions though revolve around the real world impact on local businesses. Is there a decline in call? Is there a decline in driving directions? Are their fewer web visits? Over the next few weeks as we learn more about these real world impacts we can hopefully better understand how to advise clients.Moz Updates Local Query Set - Revised Data Show 23.4% Drop Post Pigeon Update by Mike Blumenthal