Will Expertise Soon Trump Big Brands in Google Search?

Many SEOs are frustrated by the dominance of large brands in search results. This article explores why this happens, and analyzes Google's recent advancements that might change the landscape in favor of more helpful content.

Why Big Brands Currently Dominate:

• Historical Reliance on PageRank: Google initially relied heavily on PageRank, an algorithm favoring websites with numerous backlinks. Established brands often have extensive backlink profiles, giving them an advantage.
• Shifting Focus to E-A-T: While PageRank remains a factor, Google now emphasizes E-A-T (Expertise, Authoritativeness, and Trustworthiness). However, judging these qualities can be challenging for algorithms.

How the Landscape Might Change:

• Improved AI with Gemini 1.5: Google's new AI model, Gemini 1.5, promises better understanding of search intent and content quality. This could lead to better identification of truly helpful content.
• Focus on User Satisfaction: Google prioritizes user satisfaction. Content that demonstrably meets user needs and provides value is more likely to rank higher.

Challenges and Opportunities to gain organic positioning on Google:

• Creating Truly Helpful Content: Moving beyond "SEO mindset" and focusing on user needs is crucial for creating content that resonates.
• Demonstrating Expertise: Earning user trust and showcasing genuine expertise are essential for establishing authority in your niche.

Exposing the Illusion of Expertise: Fabricated Testing Processes and Misleading Recommendations

Bobby Armstrong reviewed the article titled "How Google is killing independent sites like ours and why you shouldn’t trust product recommendations from big media publishers ranking at the top of Google "

The article highlights how Google's algorithm updates disproportionately favor big media publishers, affecting independent sites like HouseFresh. Despite HouseFresh's commitment to providing genuine value to readers, they've noticed a consistent dominance of major publishers in search results, particularly in product recommendations.

Criticism and Google response:

Danny Sullivan responded by: Emphasizing Google's commitment to rewarding the best content, regardless of site size. Clarifying that Google doesn't manually verify claims like "rigorous testing process."Highlighting that E-E-A-T guidelines are intended to identify content that users find helpful, not a checklist for ranking.

Acknowledging the current lack of diversity in search results and the dominance of large publications. Stating his commitment to improving the page explaining Google's self-assessment questions and E-E-A-T factors. Reiterating concerns about the "big site vs. small site" issue and Google's goal of rewarding the best content.

Navigating the Decline: HouseFresh's Struggle with SERP Rankings and Algorithm Updates

It's notable that HouseFresh's blog post addressing the dominance of major brands in search engine results pages (SERPs) is currently being outranked by Reddit posts. This discrepancy is being viewed as another instance of search failure.

There are a couple of factors to consider here. Firstly, based on data from SEMrush, it appears that HouseFresh has been affected by both the August and October Core updates , leading to overall declines in rankings.

Secondly, it's plausible that the search algorithm is predicting that users may find the discussion surrounding the article more compelling than the article itself. While this might not seem fair, it underscores the fundamental purpose of search, to anticipate and deliver content that users are likely to find engaging.

It's worth noting that since July 2023, the website has experienced a decline in rankings, traffic, and keyword visibility. This downward trend coincides with the broader challenges the site has faced in maintaining its visibility in search results.

From Brand Bias to User Focus: Can Google Level the Search Playing Field?

The pressing need for Google to address bias favoring mainstream media in search rankings is underlined. There is a call for a fairer system that rewards genuine experience and transparency over superficial tactics and brand recognition.

The SEO landscape is evolving. While established brands still hold advantages, Google's advancements and user-centric approach present opportunities for smaller sites creating exceptional, helpful content. The key lies in understanding user needs and delivering genuine value through your content.

What are your thoughts on the current state of SEO and the dominance of big brands? Do you think Google can truly level the playing field? Share your opinions and experiences in the comments.