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Why do big brands rank so well?

 
 

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Abstract Abstract

Question: “Why do big brands rank so well?”

Answer: Google tries to return the best page to the user, for any given searchquery. It is also not true that big brands will always do well, regardless of whether they have any content or not.
0:00
Ok, Filipe Santos in New York asks: „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 searchengine results pages?

0:13
So believe it or not, we have a lot of big brands that say: „We don't show up as often as we should show up“. So it's safe to assume, that Mom&Pops yell at us for saying „big brands rank higher than they should“ and the big brands yell at us for saying „Well, we're really really important in the real world, we should show up more in the search results than the Mom&Pops”.

0:31
So everybody yells at us from both sides and we just try to say „Ok, what is the best page for the user“ and we try to return that page. So I would not agree with the premise of your question that big brands always do well, regardless of whether they have any content or not.

0:46
The big brands, they feel like they don't do as well as they should. So, we try to return the best quality page and that's just the easiest decision to make. “What is the best page, how do we find it, how can we return it to users” and that's the sort of test we use in our scoring.