tedster - 6:33 pm on Jan 18, 2012 (gmt 0)
it could be that google is rewarding this inefficiency with the boost it has given big brands.
Google has been showing a long term pattern of trying to compensate for many common technical and structural "errors". A decade ago, it was widely appreciated that the small business had an advantage over the giant corporation - as anyone who tried fix a canonical problem on a major enterprise CMS certainly learned.
The small business was (and still is) much more agile than a ginat - at least potentially - and they have an easier time being technically sound. Does that mean their content is inherently better or that they are what the average search user really wants? Definitely not.
Giant companies often struggle with how structure their information architecture - any change can take a six or seven figure investment with no guarantee of ROI. That's a tough sell! No wonder they often don't do anything at all and just turn their internal corporate organization into an external public-facing menu structure. "You want to use our website? Then learn our org chart," they seem to say.
These days, the big brand's technical disadvantage has been softened by many of Google's changes. But the small to medium business still does have a major advantage. It is able to do agile development and rapid iteration much more effectively. Time spent developing a user-centric menu and a customer-oriented information architecture can absolutely pay off, for both big and small businesses. And they small business still can do it more easily.