As you may know, Google’s Matt Cutts regularly answers user questions in the form of YouTube videos at Google’s Webmaster Central channel. One recent question he took on goes:
As far as big brands go, why is it that they seem to do well irregardless of relevance, content or links when analyzing keyword placement in search engine result pages?
This is not a new subject. You might recall a thought-provoking blog post from SEOBook author Aaron Wall on the subject a while back. murdok spoke with Wall and discussed the issue a little bit further in another article.
A little while later, Cutts posted one of his videos, and pretty much disputed the fact that Google gives weight to any sites just because of their brand. In that one, he said they focus more on things like trust, authority, reputation, pagerank, etc.
In this latest video, he dismisses the notion in a way that seems a little more concrete, indicating that Google does not rank based on brand. “I would not agree with the premise of you question,” he says. He notes that small mom and pops complain that big brands are getting too much weight, while the big brands are complaining that they are not getting enough.
https://www.youtube.com/watch?v=vpk6eI6CKFsEssentially, Google’s position on the matter is that they just try to deliver the pages that are the most useful to the user. If you consider those other words (trust, reputation, pagerank, etc.), it makes sense that big brands would rank higher frequently because the reason they have become big brands is likely that they have built a solid reputation, and people trust them because they know the brand, and this inspires linking, which leads to pagerank.
This makes sense to me. Would you agree? Talk about it in the comments.
