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ecom panda signals small business vs big brands

8:18 am on Jul 26, 2013 (gmt 0)

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votes: 43

This concerns essentially small ecoms that are outranked by big brands whether the big brand is matching the query or not.

As Matt Cutts stated they get some better signals from the big brands that must be very low in small ecom business.

So i took many queries looked at the first three entries.
there are more or less three big companies in our niche.
This three big brands are offered in all niche queries in mostly the same order.

What makes this big brands Show up on every query?
Beside the fact that I think that this are brands that have been pre panda searched by users ( widget + brand ) there is no need to Show them for every query cause they very often donīt give the best UE.
I realized that all sites using a dynamic site structure. This meens most small ecoms have the site structure:

-category / subcategory / subcategory / widgets / widget Detail page
Explanation with widgets:

-Widgets / style 3 / steel / lenght
-Widgets / style 3 / stainless steel / lenght
-Widgets / style 4 / steel / lenght
-Widgets / style 4 / stainless steel / lenght

and so on, what produces a lot of similar pages.

The big brands in my niche make it like this
-Widgets / all items

Now the user has to filter manualy what he is looking for, either he gets a new filtered page or it is down per Ajax.

I personally donīt like this way of user Treatment but it seems Google favorizes this kind of navigation.
But this Kind of Navigation reduces the similar pages problem and it is not necessary to create subcategories.
In addition this "all item" pages are not -> too much <- targeted so it seems not to be a landing page.

Any observations in this direction in our niche?

[edited by: goodroi at 11:16 am (utc) on Jul 26, 2013]
[edit reason] Widgetized [/edit]

8:38 pm on July 27, 2013 (gmt 0)

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I don't have anything niche specific to suggest.

But I do see similar things ALL the time.

I have done searches like:

"official site brand name"

And the official site was outranked by wikpedia, amazon, ebay, etc.

I have searched for "brand name widgets"

And a "no results" search page from target or walmart or another chain store ranked above any useful page that actually listed those widgets.

Long and short: Don't have an answer for you.
10:06 pm on July 27, 2013 (gmt 0)

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posts: 1308
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Not sure if I understand you correctly, but I think so.
In my niche (travel) its all the contrary,
the big sites appear first with structure
while the small companies appear brandname/

I can often see, especially in the spanish market,
national big brand site with dynamic pages, not done with content,
just search pages with links for searchengine to index them,
so they can perfectly have indexed on page 1
this is for page 1,
then if we count page 2, 3 and 4 e
they can have maybe 20 pages as a searchresult, all dynamical done, with a link for the area for searchengines to index as a real page.
Really sad.

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