Google Brand Update 2009: Vince Flushes the Cesspool
The Search Marketing Industry has been abuzz with the new Google Brand Update, aka the “Vince Update” (Vince is the Google guy that Matt Cutts says made this “change”). The best thing about the Google algorithm update is that industry folk always know that it’s coming months ahead of time – so this one is no surprise.
While the pioneers are arguing over what to call this recent Google update, please allow me to shed some light and share with you what this means.
What Has Happened (in a nutshell)
This is one of the very big yet surprisingly low-key updates Google has done in recent years. Here is what it entails: If you are a big brand and not ranking for some core and highly competitive keywords… the Google Algorithm (and a guy named Vince) has decided that you should be there.
Why They Did It
Well, Google’s CEO has said the following about brands in early 2008: “The internet is fast becoming a “cesspool” where “false information thrives.” Also,” 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.” If their big guy really thinks that brand affinity is hard wired…well, then I guess Google is actually a couple of years late with this update.
What It Means for Everyone
Average Businesses: No news yet… This update really delivers a punch only if you’re competing on broad, extremely competitive, high-traffic keywords such as “health insurance” or “airline tickets”…but don’t rest too much! Always build your brand online.
Big Brands: Rejoice! You can finally outrank all those pesky websites that come out of nowhere and have historically outranked you for competitive keyword phrases! NO better time than now to consolidate your brand presence online. Your efforts, no matter now basic they are, will propel you upwards in the competitive keyword search engine rankings.
Affiliate Guys: Sorry guys, you are clearly getting flushed. Using SEO to rank for some phrases is clearly not going to work anymore. No point in fighting the system or arguing about what this was, why it was done, or why it’s not fair. Google is cleaning up whether you like it or not.
In the end, the people whose websites have lost rankings are clearly upset. In a way, this is going to mean that it’s going to be harder for new startups and brands to dominate on 1- to 2-word competitive keywords.
So readers, until the next update…. Steer yourself and your brand clear of the Cesspool or you will be flushed.
