Google prioritizes brands. Explore branding strategies to stand out in SEO and learn effective SEO tactics for non-branded sites.
There are serious signals that Google has been giving more preferential treatment to brands in recent years. This is especially evident in the recent trend of brands having more visibility in search results. However, this does not mean that non-branded sites will fail. This article will examine how brands stand out in SEO and how non-brand sites can implement strategies.
In recent years, Google has increased the visibility of brands in organic search results. This is not only a situation specific to SEO but also manifests itself in consumer behaviour in general. Users prefer brands they trust, and Google is bringing these brands to the forefront. As Google’s understanding of content evolves, brands are better recognized and their visibility increases. In particular, features on search engine results pages (SERPs), shopping results, and recent major algorithm updates favour more prominent brands.
The “small personal sites” parameter in the algorithm, which we discovered thanks to the Google leak last March, continues to confuse us. I wonder whether Google may be intentionally labelling some sites as small sites and reducing their ranking performance. I think this is why being a brand is so important.
The brand concept is defined by various elements in terms of SEO: Brand search volume, click-through rate (CTR), knowledge panel, digital availability, brand keywords and relevant backlinks. These elements play an essential role in how Google ranks brands higher. For example, if brands are found to be more trusted by users, searches for brand keywords increase, and the brand has social proof, Google prioritizes these sites more.
One of the main reasons Google prioritizes brands is that users want them. As Eric Schmidt, Google’s former chief executive officer, has noted, brand loyalty is deeply rooted in human nature.
People gravitate towards brands they know and trust. Another reason brands rank higher is that Google wants to maximize the user experience. For example, intermediary sites such as meta-search engines (Skyscanner, Dogpile, etc.) can often be less useful to users, and Google favours brands over such sites. In particular, Google has recently reduced the visibility of intermediary sites that compete with large e-commerce sites and retail brands.
Google’s brand-centric strategy can pose some challenges for non-branded sites or more minor players. In particular, as larger sites in various verticals (e.g. fashion, health, finance, travel) gain more visibility, smaller e-commerce sites and publishers can fall behind in the rankings. This has led to big brands dominating SERPs for highly competitive keywords in some verticals (e.g. credit cards, auto insurance, watches).
So, what should you do if you don’t have a brand? Here are strategies that non-branded sites can implement:
Google cares a lot about third-party reviews and user feedback. For this reason, you should closely monitor reviews about your brand and manage your reputation by taking quick action against negative feedback. This is a critical step not only for SEO but also for increasing user trust.
Investing in marketing activities to increase brand awareness can directly impact your SEO. Increasing brand awareness through advertising campaigns, social media efforts, and content marketing can help you rank higher in the long run. For example, you can regularly check searches with your brand name in Semrush Keyword Research.
SEO should be integrated with your product strategies. Pay attention to how your brand is mentioned and in what contexts. Make sure your brand is represented correctly on third-party sites. This will improve the quality of your SEO efforts.
EMDs – exact keyword match domains – may work in the short term, but the long-term benefits of building a memorable brand are far more significant. If you’re using an EMD, developing a branding strategy is essential. While EMDs are easily forgotten, a firm brand name is remembered for a long time.
Analyze the balance between brand and non-brand search traffic in your SEO efforts. If your brand searches are low, your brand is not yet strong enough. To achieve this balance, focus your efforts on brand awareness.
Brand links are an essential part of SEO. Not only general backlinks but also brand-specific links should be considered. If the inbound links to your homepage are related to your brand, it can positively affect your search engine rankings.
Not being a brand doesn’t mean you will fail at SEO. You can succeed in search engine rankings by implementing the right strategies for small sites. These strategies include improving user experience, managing third-party reviews, investing in branding, and focusing on brand links. As your brand grows, you will gain more value in Google’s eyes, making it easier for you to rank higher in search results.
As a result, I’ve noticed that Google has recently increased its emphasis on brands, which may seem like a disadvantage for smaller sites. Still, it can be overcome with the abovementioned strategies. Just because your brand is not strong does not mean you will fail in the long run; on the contrary, by taking the proper steps, you can strengthen your brand and become a more valuable site in Google’s eyes.
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