April 30, 2010
Why Is Google Pushing Brands?
Last year, Google rolled out a big change – named the Vince Update – in the way their algorithm ranked brand-name sites. Sorry, in the way they "trusted" brand-name sites. While this of course had little to no effect on me personally (I don't own a brand-name website nor do I think I have to click on one when it's presented in a SERP) it did create quite a stir in the online community, and had many asking, "Why is Google all of a sudden focusing on big names?"
Well, the plot...she thickens, my friend. It seems Google's now shoe-horning other additions into their SERPs – still focused on driving eyeballs to brand-name sites.
To explain the first SERP change, I have to back up a bit and talk about Chrome – for those of you living under a rock, that's Google's browser – and one of its functions. While Chrome doesn't tell you PageRank (which seems odd, since that's pretty much Google's "cool-o-meter" for web pages), it does some pretty cool things, such as allows you to personalize your browser look and feel (mine's of course leopard print). Anyway. Other than aesthetics, Chrome also offers a Similar Pages button (in beta) to viewers; if you like the web page you're looking at and would like to quickly view, you got it, similar pages, you just click that button and voilà.
It seems Google wants to bring this function into their SERPs, as well. For name-brand searches they're offering up a "Pages Similar To" section:
These results do occur at the bottom of the SERP, but exist nonetheless. And, how does Google choose WHICH brands get represented here? Probably based on the 'trust' they perceive coming from Vince.
According to yesterday's post at Search Engine Land, Google's other addition is a test: pushing brands at the top of the SERP for product searches. However, in performing multiple searches this morning to determine the reach, it seems they've rolled this one out on a vast – if not complete – scale:
I can see where Google would test with extremely high-profile searches such as "point and shoot cameras," "HD TVs," even "laptop bags." However, I find it hard to believe they're merely testing with searches such as "dog leashes," since I myself am a dog owner and I didn't even know about the majority of those brand names. The point? I don't think Google's simply testing this anymore. It would seem to be standard procedure now...and not only is it (more than likely) here to stay; this brand-name pushing is taking up valuable real estate on the SERPs, pushing organic results even farther down.
The big question here is, why is Google pushing name brands at us?
Well, the plot...she thickens, my friend. It seems Google's now shoe-horning other additions into their SERPs – still focused on driving eyeballs to brand-name sites.
To explain the first SERP change, I have to back up a bit and talk about Chrome – for those of you living under a rock, that's Google's browser – and one of its functions. While Chrome doesn't tell you PageRank (which seems odd, since that's pretty much Google's "cool-o-meter" for web pages), it does some pretty cool things, such as allows you to personalize your browser look and feel (mine's of course leopard print). Anyway. Other than aesthetics, Chrome also offers a Similar Pages button (in beta) to viewers; if you like the web page you're looking at and would like to quickly view, you got it, similar pages, you just click that button and voilà.
It seems Google wants to bring this function into their SERPs, as well. For name-brand searches they're offering up a "Pages Similar To" section:
These results do occur at the bottom of the SERP, but exist nonetheless. And, how does Google choose WHICH brands get represented here? Probably based on the 'trust' they perceive coming from Vince.
According to yesterday's post at Search Engine Land, Google's other addition is a test: pushing brands at the top of the SERP for product searches. However, in performing multiple searches this morning to determine the reach, it seems they've rolled this one out on a vast – if not complete – scale:
I can see where Google would test with extremely high-profile searches such as "point and shoot cameras," "HD TVs," even "laptop bags." However, I find it hard to believe they're merely testing with searches such as "dog leashes," since I myself am a dog owner and I didn't even know about the majority of those brand names. The point? I don't think Google's simply testing this anymore. It would seem to be standard procedure now...and not only is it (more than likely) here to stay; this brand-name pushing is taking up valuable real estate on the SERPs, pushing organic results even farther down.
The big question here is, why is Google pushing name brands at us?
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1 comments:
Hey there SBD! I'll add my 2.0 cents on why I've been coming around and liking it more. I didn't really agree with Vince when it first came out last year, but I now think that search can and maybe should include brand data.
The thing that works for me with brands is the data that Google has available on them. How many searches are done each month on Google for the terms Yahoo(+/-.com), Target(+/-.com) or Wikipedia(+/-.com)? Probably hundreds of thousands or more. That search volume is all Data that is hard to manipulate with keywords, links and citations. It would be hard to dupe Google by running your own brand searches through that many different IP's, browsers, operating systems, screen resolutions and so on. This will probably not replace links, but I see it as a valuable trust signal.
Well, that's how I view it as an algorithm factor. As to brand links showing in search results, I see them as a factor in search usability.
Keyword research for "Dog Leashes" show some of these brands receiving search volume when combining the brand + keyword. Most notable is "flexi dog leash". Flexi is also the first brand that is listed in the SERP's.
So if people are searching for brand + term, why not make it easier for them to access these searches even though they did not add the brand? I think this is similar to local business listings for businesses in your geographic area that show up for general searches like dentists, plumbers, restaurants and the like without adding a city, zip code or state identifier.
Cheers,
James
BTW- nice thought provoking post!
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