netmeg - 4:29 pm on Jul 14, 2011 (gmt 0)
They don't know nike like you and I know nike from the swoosh and all the offline ads. They only know the attributes of the website. And I've seen nothing that says I can't get those same onpage or offpage factors that would lead an algo to believe that I'm a brand.
Exactly. And not just a brand, but an authority, and a trusted source. Given what Google has already said about how they judge quality, these things are important. And they have to be in your footprint.
Some of the sites I oversee that have done well against the big boys include things like pictures and videos of the owner and employees actually using and demonstrating the products (not models, and not stock photography). A headshot of the owner in the navigation bar - a face people can attribute to the brand. A 24/7 toll free customer service number and the company address on every page. SSL certificate graphics. I did a quick audit of one client's top 15 competitors and 2/3rds of them didn't even list a return policy on their site and the other third buried it seven clicks deep. So we found a place on the home page for a big honking sploosh about the return policy, and how they'd take anything back - even the custom stuff. So the site looks accountable. It looks like there are real people behind it that you could get ahold of if you needed to.
That's not everything, of course. But it's a start.