While not thinking of brands, someone on the Google UI team later added navigational aids to the search results promoting popular brands - highlighting the list of brands with the label "brands" before the list of links.
Take a look at what Matt Cutts shares in the following video, where he tries to compare brand domain names vs keyword domain names. He highlights brand over and over again, and then when he talks about exact match domains getting a bonus or benefit, he highlights that Google may well dial that down soon.
Now if you are still on the fence, let me just give you a bit of color. that we have looked at the rankings and the weights that we give to keyword domains, & some people have complained that we are giving a little too much weight for keywords in domains. So we have been thinking about at adjusting that mix a bit and sort of turning the knob down within the algorithm, so that given 2 different domains it wouldn't necessarily help you as much to have a domain name with a bunch of keywords in it. - Matt Cutts
For years the Google algorithm moved in one direction, and that was placing increased emphasis on brand and domain authority. That created the content farm problem, but with the content farm update they figured out how to dial down a lot of junk hollow authority sites. They were able to replace "on-topic-ness" with "good-ness," according to the search quality engineer who goes by the nickname moultano. As part of that content farm update, they dialed up brands to the point where now doorway pages are ranking well (so long as they are hosted on brand websites).
Google keeps creating more signals from social media and how people interact with the search results. A lot of those types of signals are going to end up favoring established brands which have large labor forces & offline marketing + distribution channels. Google owns about 97% of the mobile search market, so more and more of that signal will eventually end up bleeding into the online world.
In addition to learning from the firehose of mobile search data, Google is also talking about selling hotel ads on a price per booking. Google can get a taste of any transaction simply by offering free traffic in exchange for giving them the data needed to make a marketplace & then requiring access to the best deals & discounts:
It is believed that Google requires participating hotels to provide Google Maps with the lowest publicly available rates, for stays of one to seven nights, double occupancy, with arrival days up to 90 days ahead.
In a world where Google has business volume data, clientele demographics, pricing data, and customer satisfaction data for most offline businesses they don't really need to place too much weight on links or domain names. Businesses can be seen as being great simply by being great.*
(*and encouraging people to stuff the ballot box for them with discounts :D)
Classical SEO signals (on-page optimization, link anchor text, domain names, etc.) have value up until a point, but if Google is going to keep mixing in more and more signals from other data sources then the value of any single signal drops. I haven't bought any great domain names in a while, and with Google's continued brand push and Google coming over the top with more ad units (in markets like credit cards and mortgage) I am seeing more and more reason to think harder about brand. It seems that is where Google is headed. The link graph is rotted out by nepotism & paid links. Domain names are seen as a tool for speculation & a short cut. It is not surprising Google is looking for more signals.
How have you adjusted your strategies of late? What happens to the value of domain names if EMD bonus goes away & Google keeps adding other data sources?
Gain a Competitive Advantage Today
Your top competitors have been investing into their marketing strategy for years.
Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.
Explore the ranking profile of your competitors in Google and Bing today using SEMrush.
Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.
See where they rank & beat them!
- Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
- Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
- Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
- Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
- Risk-free: Free trial & low price.