In July 2014, Google released the Pigeon algorithm update, which significantly altered local search engine results pages (SERPs). As 2015 begins, it is important for law firms to understand the effects of Pigeon on local SEO strategies.

One of Pigeon’s biggest impacts was that directories like Yelp and Legal directories increased in ranking, while some local businesses took a hit. Jobs, real estate, movies and insurance took the biggest hit. However, on...