Towards the beginning of 2009 Google indicated that they would be commencing a brand update, which gave authority sites much more power and rankings. This has now also been filtered through to the UK market. But is this all a positive thing? Or have Google made a huge mistake this time?

I do understand why Google have deployed this and it is simply to deliver trusted results for competitive and long tail searches. But is this the easy route for them to take? Sometimes I think that SEO has become so vast and so well evolved that Google are running out of ideas of how to keep up with it and how to actually rank the sites.

A huge proportion of the algo is reliant of links. Links have become so valuable and they are flying all over the place. There are a vast amount of websites which are now in the Top 10 that really do not deserve to be there? Or do they really? One of the reasons that I write this article is simply because I just do not agree with the brand update. what I am trying to say is why should a brand deserve to have great rankings for not even bothering to fix up their site?

The way I see it is if small businesses are working on their sites day in day out, cleaning their code, optimising their content, fixing their structure and going out and getting links, then good on them, they are the ones who deserve to have rankings because they have put the effort in. It's just the way business works, whoever puts the most effort in gets the most out of it.

Again as an example if we take a look at the automobile sector you will notice that Google have now brought in all of the manufacturers such as ford, Volkswagen, fiat, Toyota, Audi and many more, and if you look at all of their sites the SEO is shocking.

A vast amount of people are asking what methods Google use to class a brand, in some ways it could be a manual tweak and it would not be that hard. If we again take a look at the car sector, how many car manufacturers are there? Not actually that many, so what Google are doing is giving them the rankings that they simply do not deserve.

I personally believe that Google have taken the wrong route, they have done this to tidy up the search results, but I also think that this could hurt them in the long run. They should instead be employing actual SEO's, who work on sites everyday to see how to analyse linking patterns. It seems as though the company do not even have an incline of some of the methods that are being used, because if they did it would only take a small bit of algo tweaking to clean up the results.

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