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The Brands are comming

This monday has (finally?) seen some movement within the Google-SERPs, which go well above the usual EverFlux: domains for known brands are going up the ranks for a number of strong keywords. To make this more accessible, here are a few examples. The keywords are up front, followed by the brandname with the change in rankings for the previous week:

Keyword	New Branddomains
jobs	arbeitsagentur.de (New)
computer	alternate.de (New), acer.de (+10)
handys	t-mobile.de (New), vodafone.de (+30), nokia.de (New), sonyericsson.com (+50)
baby	pampers.de (+34)
drucker	canon.de (New), brother.de (New), lexmark.de (+10)
dsl	alice-dsl.de (+10), 1und1.de (+16)

And there are even more examples to be found. The common denominator for all of these sites is that those sites, that are rising through the ranks, are not optimized by SEO-criteria: oftentimes, they do not even have the keyword in the title-tag as well as other characteristics that would speak against a “natural” ranking.

A very similar change has already caused a stir in the USA a few month ago. They also had well-known (offline)-brands rise through the ranks into the top-10 for no discernible reason. It seems, that close to Christmas, this change has also found it's way to Germany. Merry Christmas with #pipxmasupdate.