Last month Google rolled out an update to their local search algorithm, which Search Engine Land has taken to calling the “Pigeon” update. Since last week further changes visible within Google Maps & Google Web search results have surfaced.

According to Search Engine Land, Pigeon aims to improve the relevancy and accuracy of local search results in a manner similar to the ranking signals seen in traditional web search along with search features such as Knowledge Graph, spelling correction and synonyms. Google claims the update has also improved the distance and location ranking parameters.

No matter where you look, you’re likely to see a brand name not far away. And no matter what you search for, there’s content on it. Thirty years ago, it was estimated that the average city-dweller was exposed to between 2,000 – 5,000 marketing messages – and that was before the advent of the web as we know it.