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This summer marked the launch of one of Google’s most recent algorithm changes to its search engine: Pigeon. Don’t be fooled by the name. This update shook the SEO world. While other algorithm adjustments surrounding Pigeon such as Panda, Pirate, and numerous other updates targeted general rankings or spammy content, Pigeon focused almost completely on local search. This explains why Search Engine Land named it such: “Pigeon is the name we decided on because this is a local search update and pigeons tend to fly back home.” While not all businesses need worry about this update, it is extremely important for apartments and student housing.

At Catalyst we work with over 30 student housing properties across the United States. Naturally, the Pigeon update presented some concerns for our properties. We decided to take a look at exactly how important our local efforts were to ranking and found that on average 47% of our properties’ website traffic came from within their cities. Since organic search brings the most visitors to our sites, this percentage of traffic represents a staggering amount of business that could be lost without the proper optimization.

Think with Google, an arm of the Google corporate giant, released a report in May 2014 discussing the importance of local SEO titled “Understanding Consumers’ Local Search Behavior”. The main finding of the study? Four in five consumers use search engines to find local information. If you weren’t already convinced, even Google acknowledges the power of local search.

Worried? Don’t be. Here are some easy (and free) ways to make local SEO work in your favor:

 1. Have a Google+ Local page (Google My Business)

Google has changed its process for local profiles time and time again. However, to rank for local searches on both Google and Google Maps, the first step is having a Google+ page. The second step is making sure that this page is verified with Google. This can be accomplished via mail or on the phone with Google and will allow them to rank you locally.

 2. Link to the Google+ page on your website

Google needs to have a way to associate your website with the Google+ page. While the search engine can do this on its own, making sure that the pages are linked is an easy way to assure Google that you are the correct site.

3. Use directories such as Yelp

A major part of the Pigeon update applies benefits to directories with a strong brand presence. This means that having correct and updated content on these listings provides you with a better chance of showing up locally. Google also recognizes these connections and your website will benefit because of it.

4. Optimize your website’s home page with location-based keywords

While utilizing other sources for local rankings is beneficial, remembering to optimize the website itself is crucial. Use location-based keywords in titles, descriptions, headers, and even copy to help Google quickly identify the location of your business.

Be proactive and implement these simple tips to boost your website for local SEO ranking.