Google provides a lot of information to those who rely on its search engine. Even still, SEO experts appreciate when Google insiders spend their time busting myths or revealing how its algorithm works behind the scenes. Recently, Google clarified how branded words and phrases work with search. Elsewhere, a new podcast explains how the Google algorithm judges search quality and tracks its own improvement.
Branded searches with Google
Google’s SearchLiaison account is run by Danny Sullivan, an SEO bona fide who started some of the earliest SEO publications way back in 1997. Now he gives deeper insight into Google’s algorithms by engaging with SEO communities on X, from curious first-time site owners to disgruntled digital marketers.
This time, Sullivan engaged in some myth-busting regarding branded words and phrases in Google searches. They are incredibly important for business online, and for a lot of businesses, specific products/services are distinct brands that audiences search for online. This is best seen on iGaming sites, which are full of branded games independent of the site’s own brand. This means users can search for phrases like Lightning Roulette UK, to find a live-streamed table game available on casino websites. The same can be said for a lot of digital slot games that rely on distinct branded words and phrases. Elsewhere, the e-commerce industry relies heavily on third-party branded phrases for the names of product lines. Then there are review and commentary sites, which also use the same branded phrases for their online content.
Needless to say, branded searches are incredibly important. A lot of online businesses rely on them, including blogs and media companies that aren’t selling products online. This is why Sullivan jumped in to shut down the myth that including branded keywords in titles could harm search rankings. The discussion started with a review of New Balance sneakers, and whether including the brand name will help or harm its ranking performance.
I'll disagree. No, you shouldn't be afraid to mention the brand name of something you are reviewing. It's literally what readers would expect you to do, and our systems are trying to reward things that are helpful to readers. How would you write a review of something and not…
— Google SearchLiaison (@searchliaison) June 25, 2024
Sullivan’s response proved correct – review blogs aren’t getting punished and the original poster’s pages were found on page two. To add to his point, most product/service reviews wouldn’t make a dent in Google searches if they were punished for including branded keywords. It would also conflict with Google’s own updates, like the Reviews System update launched in December of 2023. This update sought to improve the quality of review content, which generally includes the branding of products or services being tested in titles.
Search quality with Google
Elsewhere in Google HQ, the company released a new Search Off the Record podcast that gives a specialised look into certain topics. Episode 76 was all about Measuring Search Quality with Data, led by Google Search Product Manager Elizabeth Tucker. Quality can be nebulous and subjective, especially for a set of algorithms, so it’s always interesting to get more insight into how Google tracks this important metric.
In Tucker’s own words – “It’s really hard.” She explains that human evaluators are key to judging sample queries, based on things like relevance that a machine might overlook. She also dropped another key insight into how search quality works – the better Google search gets, the more complex user searches become. This makes it difficult to actually track search improvement because modern searches are on another level compared to searches from a decade ago.
As for why this is the case, it may indicate users putting more faith in Google search to understand their complex inquiries. Alternatively, it could just be a by-product of generations raised on the internet and engaging with search in a more familiar, less stilted way. There is a wide body of research into search engine habits between generations, with some readable here at Digital Information World.
Tucker went on to explain that “not everything important is measurable, and not everything that is measurable is important.” This is why Google is heavily reliant on what Tucker calls the “human element” to accurately judge quality in search.
In short, the podcast reaffirms what SEO experts have been hearing a lot in the past years. Quality, human-focused content is king. Google uses it to hone its search engine behind the scenes while broadcasting its importance through core updates and its social media channels.