Barnacle SEO in a Post-Pigeon World
Barnacle SEO is one of those odd ideas that when someone first tells you about it, you think they’re joking.
However, the notion of Barnacle SEO started out back in 2008 and is becoming a far more important element to consider when planning your local SEO strategy. Recent changes to local search algorithms have sent many search queries into turmoil and Barnacle SEO is a good way to thrive in the post-Pigeon landscape.
‘Pigeon’
Released in July the unofficially named Pigeon algorithm shook up local search results with reports of US local queries plunging into turmoil. The algorithm had been ultimately intended to bring local search closer with the core traditional web search algorithm by adding deeper ties to already existent ranking signals, whilst fixing a number of other issues relating to directory sites. Yelp, who original accused Google of purposely manipulating directories to display lower results were the main driving force for these ‘fixes’ and have seen excellent ‘boosts’ in rankings because of it.
Google argue that Pigeon has created a better and more relevant user experience with other directory websites getting higher visibility. However, with winners also come losers and new data suggests that queries related to Jobs, Movies and Insurance experienced serious declines of up to 60% in Google Places results in comparison to heavily influenced directory-based queries such as Food, Education or Shopping that saw around 20% growth.
Local SEO Strategy
So what does this mean for local SEO?
Well, large directory websites such as TripAdvisor, RatedPeople or Yell for example over here in the UK should see increased search visibility across search queries and we can take advantage of that through Barnacle SEO.
Barnacle SEO was first coined back in 2008 by Will Scott of Search Influence, and with it presented an effective method of leveraging other websites search rankings. Just like the animal that influenced its name, spending its life attached to ships, whales and rocks.
Your website leverages the rankings of others with higher domain authorities by attaching itself for the purposes of your own marketing strategy, which allows you to effectively reap the benefits of fixed, behemoth websites that dominate keywords.
To put it in real world terms Barnacle SEO would be something like adding an image or link to a larger reference website like Wikipedia which will then be seen and viewed from Google Image search or within the Wikipedia page and then followed. Or, listing yourself on TripAdvisor and getting yourself some decent reviews. For example, MEATliquor which has just moved to Leeds, is outranked by its London TripAdvisor reviews. So taking advantage of this and attaching yourself to large, high ranking sites is a good way to increase traffic to your site and gain some backlinks, even if they’re no followed. Barnacle SEO has been growing in popularity since its inception, and in the wake of these local changes it’s not hard to see why.
We’d love to know if you’ve seen any successful Barnacle SEO campaigns or had any yourself, or how we can help you with your digital campaign. Feel free to get in touch with us below or drop us a line on Twitter.