Google Brand Consistency Is Lost

Last month (April 2010) Google decided to turn on their “Brands” recognition. When you type in specific keywords for items you lose the old leaders of the SERP and gain a whole new breed of stores – the “Big Brand Names”. Yea, we already heard about Google and their brand bumping, but what about this new little ditty they threw out in front of us? Now what’s that all about?

There it is! You saw it, didn’t you? If you had an organic search ranking for the keyword “bikes”, you can wave to your traffic from the bottom of the SERP. Let me explain. Google has the top row of 1. Sponsored Links which shows 1-3 results. Then you have the new unambiguous space sucker 2. Brand Links. Don’t think I’m finished yet. Google throws 3 more at you –

• 3. Brand Positioning
• 4. Shopping Results
• 5. Local Business Search – 10 Pack – Google Places (or whatever they decide to call it tomorrow)

Ah, now we come to our friends the “organic search terms”. I knew they were supposed to be on the SERP somewhere – but it’s too late! I already clicked on the 3rd link WAY UP THERE towards the top, by the search bar. It’s understandable that Google wants to give visitors a more relevant brand because that might be what we really wanted anyway. We just need a little fairness and consistency.

Let’s look at some more examples of what I discovered.

Clearly the Brand Links vanished. Not sure why because there are clearly big coat brands. Just ask someone of the Family Fued – “Name a brand of coat you wear in the winter”. What was your answer?

I thought we had a thing going with the shopping results with bikes. Now you changed everything up on me, just when I was getting used to the other way. How about a little consistency!

Now it’s back! Once you click on the brands listed in the Brand List you will notice a consistent pattern. See? Just click on them all in tires, the first one has the brand + keyword “tire” in the domain name. Same result on the second brand listed – and the 3rd, and the – Pump the brakes! They lost me on the 4th and 5th listing, and where is Goodyear? BFGoodrich? Anyone?

It’s apparent that the brand consistency is lost.