Recent reports that Google puts more weight on brands in rankings have moved Search Quality main man Matt Cutts to post a YouTube video on the Google Webmasters Central channel, clarifying the company’s position regarding branding and search. You can watch the video below.
In it, he explains that Google’s latest algorithmic change (“one of three to four hundred we make every year”) does not necessarily prioritise big brands in SERPs, but aims to maintain those important tenets of the Google philosophy, “'trust' 'authority' 'reputation' 'PageRank' [and] 'high quality'.”
“It's not that we always try to return brands. We try to return whatever we think the best results are for users,” says Cutts. "Inside of Google, at least inside the search ranking team, we don't really think about brands.”
His advice to SEOs is not to fear the changes, but to continue striving to provide users with the highest quality websites (and information) possible.
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We try to return high-quality results... And so, what you should be doing doesn't change: try to make a great site. Try to make it a site that is so fantastic that you become known as an authority in your niche," Cutts said. "And it doesn't have to be a big niche. It doesn't have to be a huge, well-known keyword. It can be a smaller niche, and if you're still the expert, that's the sort of thing that people are going to want to link to, that they'll talk about, the sort of thing people really enjoy. Those are the sorts of sites, the experts, that we want to bring back."
We welcome Cutts’ clarification at theEword. Our philosophy of providing clients with high quality, tailored content is one we will ardently pursue, especially in light of this fresh vindication of our approach to SEO.
It doesn’t matter whether you’re the biggest multinational on the planet or the smallest SME, Google will rank you according to the quality and relevance of the information contained on your site. Our SEO content team comprises editors and journalists with years of experience in researching and writing high quality copy, meaning our clients’ sites meet not just their visitors’ needs, but also Google’s desire to see valuable, resource-like information set out in an accessible way.
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