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Cracking Google’s Secret: Why Brands Dominate Search
Discover why Google ranks big brands higher and how you can compete. Practical steps to boost your SEO and stand out!
Shane Barker
October 31, 2024
In partnership with
Disclosure: This content may contain few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).
Hello, Marketers!
This week, we're diving into why Google favors well-established brands in its search results and what that means for your SEO. You'll learn why brand building is crucial for higher search rankings, the reasons behind Google's preference for brands, and actionable steps to establish your own brand to improve your online presence. Let's get started!
What you'll find in this week's newsletter:
Why Google prefers to rank big brands
How E-E-A-T influences SEO rankings
Actionable steps to establish your brand for SEO success
The featured tool of the week: Semrush
Why Brands Dominate Google Search
For better or worse, brands dominate Google search results. As more search results are driven by AI, big brands are becoming even more powerful. This week, two articles highlighted the ongoing frustration of many SEOs about how large brands consistently dominate the search landscape.
Glen Allsopp's piece, "How 16 Companies Are Dominating the World's Google Search Results," points out that a small group of well-known brands owns a major share of Google’s top positions for many high-value keywords.
Glen analyzed a list of 10,000 keywords related to product reviews in this article and found that these 16 large networks of brands dominated the search results.
This begs the question: Why is Google ranking these big brands over others, especially when some content pieces aren’t even helpful or accurate?
Why Does Google Prefer to Rank Brands?
The answer largely points to links and authority.
Traditionally, PageRank, Google's algorithmic ranking system, relied heavily on backlinks to gauge a site’s importance. Large brands have countless backlinks from authoritative sites, making it difficult for smaller competitors to beat them.
However, today, it's more than just PageRank. Google has increasingly focused on E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) to determine which sites to promote. Big brands often have an edge because they possess the signals that Google associates with authority — like user trust, recognizability, and real-world presence.
But What About (E)xperience?
Google’s updated version of E-E-A-T also adds “Experience” to the mix. Google emphasizes that content showcasing first-hand experiences often resonates better with users.
Google’s quality raters are trained to consider real-world experience when assessing page quality, and Google’s systems use their feedback to improve rankings over time.
Despite this, there are still many instances where large brands without real expertise on a topic rank higher, simply because they have other signals indicating authority, such as brand mentions, user trust, and historical data.
Thus, establishing your brand successfully is a key part of SEO success.
How to Establish Your Brand for SEO Success
Building a recognizable brand is the key to standing a chance against the big industry giants. Here's how you can do brand building effectively:
1. Research Your Target Audience
Understand their needs and tailor your content to align with those interests. Use surveys, social listening, and competitor analysis to get a complete picture of your audience's preferences and pain points.
2. Create a Unique Value Proposition
What makes you stand out? Define it clearly and use it throughout your brand. Your UVP should be consistently reflected in your messaging, helping users differentiate your content from others in your niche.
3. Build E-E-A-T
Show your expertise by publishing original content, sharing personal experiences, and backing up your information with credible sources. This includes publishing in-depth guides, case studies, and content that demonstrates a genuine understanding of the topic. Link to authoritative sources and highlight your credentials to build trust.
4. Leverage Social Proof
Gather reviews, testimonials, and mentions to strengthen your brand’s authority. Encourage satisfied customers to leave positive reviews, and consider featuring user-generated content (UGC) to demonstrate real-world value.
5. Be Consistent
Consistency across your website, social media, and marketing materials will help Google and your audience see you as a trusted authority in your niche. Develop a cohesive brand voice, visual identity, and content strategy to ensure all touchpoints reinforce your brand's reliability and expertise.
The reality of search is that brands do have an upper hand, but change is on the horizon. Google’s systems are evolving to reward content that genuinely helps users. By focusing on creating authentic, user-focused content, and building a strong brand, you can compete with even the biggest names.
Stay tuned for next week, where we'll cover more insights on effective SEO and brand-building strategies!
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Why do you think Google prefers big brands in search results? |
Featured Tool of the Week
Semrush
Semrush is an all-in-one digital marketing tool designed to help you improve your online visibility. It offers a suite of tools for SEO, content marketing, competitor analysis, and more, making it an essential resource for anyone looking to boost their online presence.
Key features of Semrush:
Keyword research and tracking to identify opportunities
Site audit to find and fix technical SEO issues
Competitor analysis to see what others in your niche are doing
Backlink analysis to build a strong link profile
Content optimization tools to enhance your strategy
Social toolkit to publish and analyze posts and engagement
Ready to take your SEO game to the next level? Try Semrush today and unlock the full potential of your digital marketing strategy!
Looking for more in-depth strategies and exclusive content?
Check out my Gumroad page for courses, guides, and tools that can help take your digital marketing to the next level. Whether you're looking to master SEO, influencer marketing, or content strategies, I've got resources to get you there. Plus, you'll find some free content to help you get started right away!
Visit my Gumroad page and explore everything I have to offer!
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If you have any specific questions or topics you'd like us to cover in future newsletters, please feel free to reach out. We'd love to hear from you!
To your content marketing success,
Shane Barker