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Will Google fix the benefits of more backlink big brand rankings?




Backlinks are an important ranking factor because of the implicit authorization signal.

But … doesn’t this mean that top search results will be the only domain for big brands that can afford to invest in high-end content and backlinking strategies?

For consumers, the monopoly of SERPs by strong brands is certainly not a good thing.

It’s certainly not good to exclude less powerful brands with good service, good content, and good value propositions because they don’t take advantage of backlinks.

AskSEO’s question today comes from social Andrew. Andrew asks:


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“So will the day come when Google will cross backlinks as such an important ranking factor and see the true value offered by smaller brands?”

For years, SEO experts have complained that Google seems to favor major brands in organic search results.

In reality, the brand is favored, but not because of the implicit bias of search engines.

The author of this question nails his head.

Brands are preferred as a well-established name in the field because they are much more likely to attract many quality links to point to a site.


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The established brand is … well, established

Big brands are big brands, so you get more links.

but why?

Big brands are big for a reason.

The reasons usually include spending millions of dollars to position themselves in the consumer’s mind as a product that the consumer should buy when looking at a particular category.

Since webmasters are also consumers, this friendliness translates into links.

People need to find what they expect to find

When searching for running shoes, expect to find Nike, the largest shoe company on the planet.

In fact, if Nike isn’t listed in Google search results, [running shoes], You probably think the result is flawed.

I’m not sure if Google manipulates search results for brands that consumers expect them to find.

But in most cases you don’t have to.

This algorithm prioritizes “rich in filthy links”.

And, as explained earlier, major brands get links for the friendliness they’ve been working on.

Big brands are doing great things in spite of themselves

Over the years, I’ve seen some of the top-ranked brands, despite the incredibly bad SEO efforts on the page.

Anyone who has worked in enterprise SEO knows that optimizing on a page is more difficult to implement than building links in those environments.

Link building is a bigger challenge for small businesses.


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There are many reasons for this, but the most important is that changes on the enterprise client page require a great deal of effort to approve and implement.

But even the largest companies have no control over the links that point to their site. Despite some people in the company doing their best to thwart the links that they naturally acquired for brand positioning.

How do small brands compete?

Google has established that large brands work well.

Many small businesses have come to the false conclusion that search engine results cannot compete with larger brands.

It must not be different from the truth.


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In fact, search engine results are a great place for smaller, more agile brands to become the David statue of the larger brand Goliath.

It requires knowledge and creativity.

First, even the most competitive search engine results have 10 lists on the front page.

SMEs may not be able to win the top organic spots, but with a lot of effort and a little luck, SMEs can appear on the highly competitive SERP home page.

Small brands that process SEO on a page and create content that others want to link to can rank the desired keyword phrase if they have enough time.


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They may not just be number one.

But you don’t have to rank it at the top.

In fact, consumers searching in categories with dominant brands are often actually looking for alternatives.

The most popular keywords are not always the best

Small brands often work very well when targeting peripheral keywords.

Peripheral keywords are phrases that may not have the highest search volume, but are highly motivated by the buyer.

Larger brands often don’t even appear in surrounding keywords, and smaller brands have great opportunities.

Also, small brands have many opportunities for the “tail” keyword.


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Tail keyword searches may not be very high, but overall, intent-based searchers can make a significant contribution to revenue.

In conclusion, is it a tragedy that big brands dominate the most competitive query situation?

I do not think so.

In fact, if not, you probably have a problem with the overall search algorithm.

But just because a big brand is at the top doesn’t mean that a small brand can’t compete.

The exact opposite.

With a lot of work and a little luck, a small brand can be incredibly successful in SEO.


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Other resources:

Editor’s Note: Ask SEO is a weekly SEO advice column written by industry-leading SEO experts carefully selected by search engine journals. Do you have questions about SEO? Please fill out the form. You may find your answer in the next #AskanSEO post!


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