Google Search Liaison Danny Sullivan denies that Google favors big brands but admits that small independent sites currently have an uphill battle in Search.
But it’s not all bad news, as Sullivan also tells independent site owners to stay patient because Google`s ranking algorithms will eventually catch up and reward quality content!
The interview
SEJ writer Matt G. Southern reported on a recent interview between Aleyda Solis and Google’s Search Liaison, Danny Sullivan, on her Crawling Mondays podcast, where she questioned Sullivan about Google’s stance on ranking big brands compared to smaller websites.
Aleyda’s topic of questioning is of continuing concern for independent site owners struggling for visibility on Search and who believe Google favors big brands; Sullivan said it doesn’t and its focus is to promote quality over quantity.
Aleyda Solis’s Q&A with Danny Suliivan:
Google says it doesn’t favor brands
During the interview, Danny Sullivan made several statements that many small site owners have problems believing; the first was about Google’s ranking systems and how they don’t care if you’re big or small.
Sullivan said:
- “Our ranking systems aren’t saying ‘are you a big brand therefore you rank’… The core of it isn’t really whether you’re big or you’re small; the core of it is whether you have the most useful, the most relevant, most satisfying information.”
Sullivan acknowledges small site concerns
While Sullivan says Google’s ranking systems don’t purposely rank big brands and that rankings depend on content relativity, he acknowledged the concerns of independent site owners and the perception that Google doesn’t like small websites.
Despite Google’s stance, Sullivan acknowledged the widespread perception that larger, well-established brands have an advantage on Search.
Sullivan states:
- “I have looked at cases where people say you don’t like small sites, and I am not taking away from any of the real concerns because they are there… I wish they were doing better, but I can also see co-occurring in some of the same queries that I’m given other independent sites that are doing well.”
Google will help smaller sites rank better
Aleyda pressed Sullivan on how it appears Google fails to recognize smaller sites that provide high-quality content relative to the searcher’s intent.
In reply, Sullivan said Google doesn’t intentionally promote big brands, and the last Algorithm update’s purpose was to address the concerns of independent site owners and understand how Google can do more to help them.
Sullivan’s reply:
- “We don’t want it to be only the very big things rank well and I think in the last update, we did talk about how we were taking in a lot of these concerns and trying to understand how we can do more for some of the smaller sites, the so-called independent sites.”
Develop your brand
Sullivan offered advice for independent site owners who have yet to develop their brands, saying they should develop them, but that alone won’t be why Google ranks you.
Sullivan’s advice:
- “If you’re a smaller site that feels like you haven’t really developed your brand, develop it. That’s not because we’re going to rank you because of your brand, but because it’s probably the things that cause people externally to recognize you as a good brand may in turn co-occur or be alongside the kinds of things that our ranking systems are kind of looking to reward.”
Google’s search liaison also spoke about content creation; his advice mirrors what Google’s Gary Illyes and John Mueller have been saying since Google implemented the September 2023 Helpful Content update and what Danny said back in June regarding creating high-quality content.
Which was to write for your readers, not for Google’s algorithm:
- “Just keep listening to your heart and doing what it is that you think is the right thing to be doing… Our ranking systems are trying to reward great content that’s made for people and if you feel like you’re doing that, then we’re going to try to catch up to you.”
Looking forward
Google admits that its updates seriously damaged many small independent sites and that its ranking systems need time to catch up to reward sites providing high-quality, relevant content.While that is of little solace to affected sites, it offers publishers a glimmer of hope that Google intends to promote the best content available regardless of the brand’s size.
