almighty_monkey - 12:53 pm on Nov 16, 2011 (gmt 0)
I mentioned this in another thread, but I'm not convinced that 'Brands' are a thing, per se, in Google's eyes, save possibly for Vital enquiries like a specific brand name.
What brands do have, and what I feel is the inherant advantage for them, is a PR team.
Which is essentially (Good) linkbuilding anyway. It's about getting Journalists and DJs and TV Pundits and social infulencers to talk about you and what you do.
In terms of what Google can algorithmically measure, that translates to increased Vital enquiries for your brand, increased social noise, and increased backlinks, all themantically linked and coinciding with each other. I think this combination is infinitely more powerful than just backlinks alone, and that this phenominon what SEO's, I think mistakingly, refer to as the 'Branding algo' at play.
It's an algorithm. It's not sentiant. It has absolutely no concept of what a Mcdonalds is, outside of a bunch of scores.
Even if this were 2002 and Google has yet to progress beyond the traditional Pagerank algo, what's the better link. A PR2 blogpost, or a link from a national television stations website?
I think that, as SEOs, we tend to focus on one area (backlinks) and forget that Goog is looking at all three and measuring them against each other. A spike in backlinks alone looks like a linkbuilder. A spike in backlinks, backed by Social noise and an increase in Vital enquiries makes your site look 'hot'. Regardless of what hat you wear, you should be looking to tick all those boxes.