I wanted to share some observations on the long term direction that Google has had for it’s organic ranking algorithm.
Specifically, I wanted to look at statements that the then-CEO of Google, Eric Schmidt, made in 2008 regarding “brands” vs non-brands.
Google has wanted to quantify “brands” and what are characteristics of a trustworthy site for a long time.
I also looked at a presentation by noteworthy SEO Wil Reynolds about characteristics of large companies, and what factors Google might measure to quantify a large “brand”.
Also, I talked briefly about a recent Google Webmaster Hangout where John Mueller indicated that Google deals with duplicate content partially based on authority and exploration of original content. This means that originality is not as important as Google’s perception of a site as trustworthy—meaning big brands will have an easier time ranking than companies only beginning to establish their authority.
Note: A company can be well-established in the offline world, but ranking web pages and documents is based on things that Google can measure online. Your company can be important in the non-digital world, but if Google cannot find online signals that confirm that authority, then that authority does not exist for the purposes of ranking in organic search.
The episode on The WP Minute is about nine minutes, and hopefully it will give you some food for thought when it comes to establishing your online authority.
You can listen to the entire episode here.