Moses and Rooth Attorneys at Law is a two location criminal defense practice with one office in central Orlando and one in New Smyrna Beach on the coast. I wanted to do a visual mapping comparison of pre and post Pigeon impacts like I did with Barbara Oliver Jewelry & Co. to see the impact of Pigeon both locally and regionally and to see how these changes were distributed geographically. I examined the period from July 27th to October 25th and compared it to a similar length period that ended July 26th.
Being in a bigger city than Barbara and having two locations, I thought it might offer an interesting comparison for better understanding Pigeon.
On the surface the post Pigeon report card for Moses and Rooth was not good, showing overall web traffic and web traffic in the state of Florida both showing a decrease of sessions in -10.5% range.
However all was not bad. When you dig in and look at a more granular level you find that in Orlando sessions were up 23.93% and in New Smyrna Beach they were up 45.45%. In their greater metro area of Orlando-Daytona Beach-Melbourne FL Metro traffic was down 1.73%. About even.
When you look at the change across cities you see a chart that is very similar to Barbara Oliver’s.
There is however a difference. In both cities where Moses and Rooth have their office located they saw an increase in traffic. In some sense, I think that this was what Pigeon was all about. As Google has gained a better understanding of searcher location on the desktop, they have increased localization of searches increasing the likelihood that those searchers closer to the business have an increased chance of seeing that business. This isn’t so much about proximity to a centroid as proximity to the searcher.
It makes sense that Google would reduced visibility of Moses and Rooth across Florida but increase their visibility in the specific markets in which they reside. It also appears that while out of market traffic was down, in market traffic was about flat.
While this might reduce some opportunities for Moses and Rooth, it frees up Google local search inventory for other businesses that are closer to the searcher as Google currently understands it. Thus if you are located within an area where more searches are taking place (i.e. dense urban centers) you will have likely improved your specific local traffic but you may have lost more regional traffic for which you were showing. As Adam Dorfman pointed out in SearchEnginland, this may not result in increased conversions. Although I don’t think that will always be the case. It would be business, location and searcher dependent. It appears to be much more complex than just a proximity to centroid issue.
Here is a view of the change by city data plotted geographically. Note that their offices are the Black pins and that while their cities of office location showed the biggest increases some nearby cities showed some decreases: