When looking at the characteristics of a brand , expertise , authority and trust play a central role. In addition to the characteristics mentioned, popularity is also an important characteristic of a brand, although this is not necessarily the main focus for an authority or an expert. In summary, one can say that a brand combines all the characteristics of an authority plus a high level of awareness and popularity.
Google places great value on brands and authorities when ranking websites.
Back in 2009, Google rolled out the Vince Update, known as pakistan phone number data the Brand Update, which gave well-known offline brands significant ranking advantages. ( more on the Vince Update )
In this context, former Google CEO Eric Schmidt made the following statement:
The internet is fast becoming a ‘cesspool’ where false information thrives. Brands are the solution, not the problem. Brands are how you sort out the cesspool… Brand affinity is clearly hard wired. „It is so fundamental to human existence that it’s not going away. It must have a genetic component.
Matt Cutts also commented on the topic:
Brands combine characteristics such as popularity, authority and reputation, i.e. trust. In addition to the relevance of the document in relation to the search intent, I currently see trust and authority as one of the most important criteria for whether Google allows a piece of content to appear on the first search results page or not. Google cannot allow itself to place content from untrustworthy sources in the user's field of vision, especially when it comes to YMYL topics.
As a result, many affiliate projects that have not yet taken care to build a brand have fallen by the wayside. Popularity alone only plays a limited role. Amazon and eBay are very popular brands, but they lack authority in certain thematic areas. This is why more specialized shops usually rank better than the large e-commerce portals.