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Thread: Big Brands, Google, Penalties & You

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    Franc Tireur is offline Senior Net Builder
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    Big Brands, Google, Penalties & You

    For years there has been controversy about big brands and their special place in Google's heart. For the most part, Google's supposed brand bias is really an SEO myth told late night over beers in darkened corners at conferences and in forum postings. Most sites that are big brands rank well because they meet so many points on Google algorithm – everything from authority, to quality score, to links, to social signals.
    If you see Wikipedia everywhere, as annoying as it may be, it positions so well because it has tons of content and more links pointed at it than stars in a desert sky. This doesn't mean Google prefers brands; it means the site is algorithmically awesome.
    OK, so "algorithmically awesome" isn't really an SEO term, but it might as well be. If you naturally meet more points on the algorithm than any of your competitors, then your gift from Google will be to occupy a higher position in the search results. It just kind of works that way.
    Big Brands, Google, Penalties & You - Search Engine Watch (#SEW)

    It is like comparing a Flea with a Mammoth. Artisans, small businesses and little retailers will NEVER GET THE NEW SEO FACTORS imposed by the new google algorithms, period!

    Google should admit that big brands will always have the millions of Dollars budget to get the best SEO team, the best SEM team and the best SMO team to promote their big brands. Plus most of them are brick and mortar entities so it always be easier for them to get traffic, and whatever authority from optimizations to social signals.

    The google bad faith and elitism and insincerity cannot be hide anymore.
    Those who can make you believe absurdities can make you commit atrocities.

    Voltaire


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    TopDogger's Avatar
    TopDogger is offline Über Hund
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    It is not always a matter of being able to afford SEO teams. The big brand sites that write their own product descriptions have a clear advantage over the smaller sites. The Vince Update just started the big brand ball rolling and gave the big sites an advantage. Lots of small ecommerce sites still ranked well and drove Google traffic until Panda. Panda put thousands of small sites out of business, even if they wrote unique product descriptions.

    The big brand sites will always have thousands of pages as well as a natural ability to attract links.

    It is all part of a scheme to drive more small sites to AdWords--only most small sites cannot survive if they depend upon AdWords to drive traffic.
    "Democracy is two wolves and a lamb voting on what to have for lunch. Liberty is a well-armed lamb contesting the vote." -- Benjamin Franklin


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    iowadawg's Avatar
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    Big brands probably spend less time and money on seo than one would believe.
    Take Ford Motor Company.
    The put out a picture and description on their site of a new Mustang?
    Bam! 1 million Mustang and Ford fans will post the link all over the internet.
    No cost to FORD!
    Plus of course, Ford will have press releases, tv ads, blah blah blah....where they really spend their money.

    Substitute for Ford any big company.

    Again, goes back to what I have always said:
    Any business, small or large, local or national, that relies on google is a business bound to fail.
    So many people get excited over nothing.
    I really doubt if Paul's Auto Repair across the street from me expects their website to be number one in google, and to get thousands of visitors.
    And there you have it!
    Local businesses put up a website just to be on the net, and to put an url on their ads in the local paper and local tv and local radio.
    They do not put up a website so that google will rank them good and they will gets lots of visitors from google (vast majority probably not withing 100 miles of the business).

    Now, I doubt much that those big brands pay google much if anything at all to rank.
    Google makes their money on the adwords customers who promote sites that are about the brand, etc.
    Like me and my amazon site.
    I pay google nothing, but google is hoping to make money on my webite (they won't as have no adsense on it).

  4. #4
    Franc Tireur is offline Senior Net Builder
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    Quote Originally Posted by iowadawg View Post
    Big brands probably spend less time and money on seo than one would believe.
    Take Ford Motor Company.
    The put out a picture and description on their site of a new Mustang?
    Bam! 1 million Mustang and Ford fans will post the link all over the internet.
    No cost to FORD!
    Plus of course, Ford will have press releases, tv ads, blah blah blah....where they really spend their money.

    Substitute for Ford any big company.

    Again, goes back to what I have always said:
    Any business, small or large, local or national, that relies on google is a business bound to fail.
    So many people get excited over nothing.
    I really doubt if Paul's Auto Repair across the street from me expects their website to be number one in google, and to get thousands of visitors.
    And there you have it!
    Local businesses put up a website just to be on the net, and to put an url on their ads in the local paper and local tv and local radio.
    They do not put up a website so that google will rank them good and they will gets lots of visitors from google (vast majority probably not withing 100 miles of the business).

    Now, I doubt much that those big brands pay google much if anything at all to rank.
    Google makes their money on the adwords customers who promote sites that are about the brand, etc.
    Like me and my amazon site.
    I pay google nothing, but google is hoping to make money on my webite (they won't as have no adsense on it).
    Ok but it doesn't explain why brands are spending millions of Dollars in Adwords and other ad systems. It also doesn't explain how Amazon is so successful without brick and mortar presence. I mean I understand that not all big guys will put millions on the table to spend in Adwords, SEO, etc, but still a lot of big businesses do, you just need to see it: The Top 10 Industries that Contributed Most to Google Earnings | WordStream

    In business there is not a single method that fit all.
    Those who can make you believe absurdities can make you commit atrocities.

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    I have done some consulting work for a couple of the very large online retailers. One had a small team of SEO people, the other had none at all. The one with none is one of the largest sporting goods retailers in the USA. They had about a dozen programmers with none that were well-versed in SEO, but they knew the basics. They do not see the need for actively engaging in SEO campaigns because they write their own product descriptions and their products almost always rank well.

    The large retailers naturally attract a large number of backlinks, not only from other sites who mention their products, but also from price comparison sites. Even when they do not do something right, they are given a lot of leeway with Google, as the article confirms. Google is not so merciful with small sites.

    When Google first started out, they promised to level the playing field for web sites and give the small guys an equal opportunity to rank as well as the big guys. They have obviously reneged on that.
    "Democracy is two wolves and a lamb voting on what to have for lunch. Liberty is a well-armed lamb contesting the vote." -- Benjamin Franklin


  6. #6
    Franc Tireur is offline Senior Net Builder
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    Quote Originally Posted by TopDogger View Post
    I have done some consulting work for a couple of the very large online retailers. One had a small team of SEO people, the other had none at all. The one with none is one of the largest sporting goods retailers in the USA. They had about a dozen programmers with none that were well-versed in SEO, but they knew the basics. They do not see the need for actively engaging in SEO campaigns because they write their own product descriptions and their products almost always rank well.

    The large retailers naturally attract a large number of backlinks, not only from other sites who mention their products, but also from price comparison sites. Even when they do not do something right, they are given a lot of leeway with Google, as the article confirms. Google is not so merciful with small sites.

    When Google first started out, they promised to level the playing field for web sites and give the small guys an equal opportunity to rank as well as the big guys. They have obviously reneged on that.
    Sure, not all the big businesses engage in optimization, but it doesn't make it a generality. I bet that since the consumer market shrinked, most of them are engaging in optimization and pay ads. Google is making money than ever with their ads system, google makes billions of Dollars because businesses pay for that. The small guys and I think you already said that, do not have the margin to engage in pay system, or whatever optimization, so obviously the ones who engage in organic search and pay search have money to spend.

    Google founders needed to use the little guys first to offer a serious platform for the big guys, now the little guys are trashed for the better good of google finances.

    The playing field have changed without notices, and will never return. Google is one of the best leader giving false hopes to the little guys.
    Those who can make you believe absurdities can make you commit atrocities.

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    It's easy to get around this problem as a small business. Promote your own unique brand!

    It's a waste of time trying to compete on a mainstream search term such as weight loss. You have to have your own brand name.

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    It is not easy to promote a new brand unless you offer something that most people want and no one else has. Effective brand building can take years.

    A brand is important for the long term strategy, but the time and expense that it takes to build the brand will take longer than most small businesses can deal with. They need immediate traffic and revenues in order to survive while building brand recognition.

    Plus, most people who start an online business have no idea how to build a brand. I still run into too many people who think putting up an online store and selling the same products as everyone else will result in success. They are shocked when I tell them, "Build it and they will come" died in the 1990s.
    "Democracy is two wolves and a lamb voting on what to have for lunch. Liberty is a well-armed lamb contesting the vote." -- Benjamin Franklin


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    Ok it's not easy to promote a brand quickly to masses of people. A small business should probably leverage a big business online for online success at first such as advertising on Amazon, eBay, and online marketplaces. I am thinking about how I shop online. I connect with small businesses via the big portals. Then I can maybe remember the brand name of the store for the future.

    My latest online purchase was from a small store in Tokyo whose brand name was "Hood" - easy to remember. I found them via a search on a big web portal that funnels search traffic to relevant stores. If somebody asks me where I bought my item from, I'm likely to say from the Hood Store in Tokyo - Google it.

    I think that you can sell the same products as everybody else if your price is cheaper, or you provide added value, marketing spin etc. Such are the challenges for retailers.

  10. #10
    Franc Tireur is offline Senior Net Builder
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    Quote Originally Posted by Andy101 View Post
    Ok it's not easy to promote a brand quickly to masses of people. A small business should probably leverage a big business online for online success at first such as advertising on Amazon, eBay, and online marketplaces. I am thinking about how I shop online. I connect with small businesses via the big portals. Then I can maybe remember the brand name of the store for the future.
    I guess that it is clear you never ran an online business, and I don't say it in a mean way.

    To use Amazon as a portal, there are two ways. You have to sign a contract for 1 year and it will work like any doorway pages advertisement platform online Amazon Product Ads - Drive traffic to your website with Amazon's CPC advertising program. , or build an Amazon website store and get an Amazon payment account Amazon Webstore – eCommerce Store and Shopping Cart Solution

    Of course you need to have enough margin to do that and I doubt a start up could afford it right away, so it means that you better start with a decent capital before you can generate some cash flow.

    I think that you can sell the same products as everybody else if your price is cheaper, or you provide added value, marketing spin etc. Such are the challenges for retailers.
    The price is not the main engine of an ecommerce. Here are the factors that will drive sells: Promotions, clean and well designed site, easy checkout page fields, secure site, and free shipping are what people are looking for. In other words, you need to build a decent profit into your prices at the beginning and a professional site.

    As far as EBay, it is a good place to sell unsold products for cheap.
    Those who can make you believe absurdities can make you commit atrocities.

    Voltaire


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