Adding to the animal-themed search algorithm updates by Google \u2013 Hummingbird, Panda, Penguin\u00a0\u2013 if you haven\u2019t heard, Google Pigeon has arrived. Pigeon is a local search ranking algorithm. Pigeon was released by Google July, 2014. It's goal was to provide more accurate, relevant and useful search results to users. So how does Google Pigeon change local search? Pigeon was released in response to the need to separate local search with global search because for local businesses, local search yields conversions. Since the Pigeon algorithm affects both Google Maps and web results, with Pigeon brands are seeing their sites drop in rankings, and drop in the amount of traffic sent their way. Business owners asked \u201cwhy?\u201d Simple. Google Pigeon emphasizes the following three areas: \tWeb ranking signals, also more commonly called backlinks \tPhysical location of a business \tEmphasis on Knowledge Graph results to provide more relevant results The second point reveals that Pigeon places significant emphasis on the location of a business or brand, and the third point, in keeping with Google\u2019s mission, emphasizes more relevant results to users. This is why Pigeon has changed local search. With Pigeon, Google interprets specific queries as \u201cbrand queries\u201d and returns relevant results based on those queries. Google also sees desktop queries similar to mobile queries and returns results based upon location. The Pigeon algorithm is so far the biggest local search update released by Google and it\u2019s no secret: it\u2019s designed to provide more useful local results. Pigeon has also improved distance and location ranking parameters for Google Maps, providing more accurate and specific location-based data. Oh and one other hint: Your Google My business page is now more integral to not only your rank but\u00a0perhaps to\u00a0the rank of others. What's next from here? Google has told us they will be updating the Penguin algorithm\u00a0continuously, optimizing as they go: That last big update is still rolling out \u2014 though really there won\u2019t be a particular end-point to the activity, since Penguin is shifting to more continuous updates. The idea is to keep optimizing as we go. All things considered, should businesses be concerned with the intricacies of the Pigeon algorithm and does Google Pigeon change local search? You betcha. Because at the end of the day, most of us want to rank high \u2013 and hold our rank - in the world\u2019s most powerful search engine.