Google is at it again. This one has been dubbed Pigeon by Danny Sullivan. We’re talking about significant changes to Google’s local search algorithm.

The algorithm changes earned the name Pigeon because, “We like that it starts with P and the Pigeon flies home, which represents some local attributes,” said Barry Schwartz, who broke the story on July 25 at Search Engine Land.

This update appears to be fairly significant. While the number of queries affected is not yet known, it is expected to have broad reaching impacts.

The changes to the algorithm are designed to provide more useful, relevant and accurate local search results which will show up in the Google Maps search results and the main Google Web search results.

Schwartz reports that Google told him, “The new local search algorithm ties deeper into their web search capabilities including hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.”

One vertical that has benefited from the change is big directory sites such as Yelp and TripAdvisor. These sites have stronger SEO signals than individual businesses. The flip side is that now individual businesses such as restaurants are likely to have a much tougher time in the local search area.

Watch your local search ranking. If it changes, Pigeon may be the cause.