Google’s Secret Weapon: Branded Search Queries as a Ranking Factor

The SEO community is currently in an uproar after the recent discovery of a Google patent that suggests branded search queries may be a more important ranking signal than once thought. The patent, filed in 2012 under “Ranking Search Results,” explains a way to use branded and navigational searches as a way to tweak search engine rankings.

The patent has been years in the public domain now, yet surprisingly its relevance to SEO has been largely ignored. The patent describes a method in which Google is applying a ranking score for web pages through the use of branded and navigational queries issued for those pages. Those implied links through the referred search process give weight to the identified documents or sources in the ranking algorithm, specifically relevant to scoring for quality potential.

The importance of the patent only within the context of its publication date. In 2012, this was the time of the infamous Panda update, said to target low-quality content. The common author in Navneet Panda was the reason behind many SEO heads erroneously believing that this was the Panda update patent within the SEO industry. Doesn’t take much research to realize that those are actually two separate entities.

On the contrary, the Panda update succeeded only in refining search results by devaluing poor content. The “Ranking Search Results” patent, on the other hand, goes deep into how ranking algorithms work and how they can be further refined using the right link-based signals, including implied links coming from branded and navigational-based searches.

Understanding Implied Links

The patent talks about the concept of “implied links,” which can include specific website-reference ideas in search queries. The implied links, in conjunction with normal backlinks (express links), are then sent to an equation to give a ranking score for web pages. Both these factors depend upon the brand and navigation searches occurring with respect to a site.

The patent does not claim it explicitly, but this is something that Google can use — and the document provides the blueprint for how such a system would function. Because altered practices have a way of superseding theory in any undertaking, it is likely that Google has already integrated, or is planning to integrate, this patent into its ranking algorithm.

SEO Implications

The patent disclosure has massive implications for SEO strategy. If the branded search queries in fact do affect the rankings, then this would be a reminder that you need to have a solid brand to propel your SEO. It goes into anything from constructing compelling brand messaging to fostering customer engagement in growing brand awareness across channels.

Understanding user search intent is very important. Content optimized with navigational keywords tends to lead to a website’s high ranking. Chances to be at the top in SERPs are increased by matching the type of content included on the website with the most common search.

But don’t hang your hat on this. Correlation ≠ causation. Even a little clue is given in the patent that links branded searches and rankings, but in no way does it give concrete proof that Google currently widely practices this.

Best SEO Practices in Light of These New Revelations

Since proof of this patent in action is weak, you should opt for these best SEO practices instead:

• Brand Building: Invest in brand development and awareness campaigns.
• Content Optimisation: Create high-quality, relevant content that meets users’ search intent.
• Technical SEO: The websites must be technically optimized for search engines.
• Link Building: Continue to build high-quality backlinks.
• User Experience: Prioritize excellent user experience.
• Local SEO: Be optimized within the aspect of local search if applicable.
• Staying updated on algorithm changes and patent applications in this changing SEO environment is a given. With all of the interesting insights in the “Ranking Search Results” patent in mind, remember this is something to be taken as one of the possibilities and not as a threatened letter of the law.

Beyond the Patent: Getting Further Insight into Branded Search

The fact that the patent is all about the implied links that come from branded and navigational searches is truly amazing. This signals a potential shift in the paradigm with respect to how search engines measure website authority and relevance. The backlink has always been the traditional cornerstone for SEO, but the very idea of implied links goes against that belief.

Branded queries very much reflect the popularity of a brand and even consumer trust. Working them into the ranking algorithm for branded queries, Google may be trying to return those brands that have really engaged with and built up a loyal customer base. This trend change might shift businesses toward actually creating a proper brand and engaging with customers as a part of their SEO strategy.

The focus on navigational queries within the patent places much value in the reconceptualization of user intent. Coming to understand those terms that would lead the greatest source of direct navigation traffic to a site could provide Google with great knowledge about user behavior and preferences. The company can use this information to fine-tune search results and serve the user with information that is most relevant to them.

The Interplay of Brand Search and Search Intent

The relation of searches, as branded queries, and search intent could be quite complex. Branded searches may often denote a relation towards the brand, but it may also expose user needs and intents. For example, one searching for ‘Nike Shoes’ would most probably look to buy new sneakers, or maybe he/she is looking to find out more about product specifications, sizes, or the store to buy one.

This ensures that the content is correctly optimized and that the user journey is without friction. By aligning website content with the various intents behind branded search queries, increased visibility and capturing a wide audience can further be achieved.

Opportunities and potential challenges

The incorporation of branded queries into the ranking algorithm brings a number of challenges and opportunities. On the one hand, this affects the forward-thinking business organizations that have a huge branding scale and online visibility. It will also be a problem for businesses with less volume in commerce competition, since they will have lower volumes of branded queries.

Smaller companies can defeat this triad challenge by working more on building brand identity, collecting customer reviews and testimonials, and optimizing the website for relevant keywords and search intent. Investment in content marketing and social media can result in increased brand visibility for more website traffic.

The Future of SEO: A Brand-Centric Approach

The revelations of the patent have two major suggestions: first, the future of SEO is going to be more of brand building and user experience, maybe UX; second, in such a competitive landscape, businesses should develop a holistic approach to all aspects of their online presence.

It involves optimizing content on websites and their technical features, investing in public relations and social media, and making good customer relationship management. A strong brand and positive customer experience give businesses a greater chance of being ranked high on search engine results pages and receiving more organic traffic.

For what this patent really has in impact on Google’s ranking algorithm into real-world effect, it is yet uncertain, but one thing is for sure: branded search queries are going to play a greater and greater role in the times ahead. That is to say, by realizing what this is all about and tinkering their SEO strategies accordingly in a bid to stay in tune with these developments, businesses can get set up for long-term success.

Sources:

• https://www.searchenginejournal.com/googles-branded-search-patent-for-ranking-search-results/524083/
• https://seo.ctr.hk/blog/google-s-branded-search-patent-for-ranking-search-results-via-sejournal-martinibuster-780.html
• https://www.semrush.com/blog/branded-search/
• https://www.goup.co.uk/guides/branded-search/

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