*Google Brand Links: A Special Section For Brands On Google’s Results Pages?

As Tom Krazit from cnet and Malcolm Coles have reported, Google is experimenting with a search results function (‘Google Brand Links’) that displays major brands on top of regular search results for product-related queries. This is indeed a very interesting move as thus Google could argue that through this service users will be more likely to find the brand they were searching for and are thus less likely to be ‘mislead‘ by advertisements of their ‘ever-so-cheeky‘ competitors.


by Malclom Coles


From a user’s point of view I am a bit sceptical about this new function as it is, outside of the yellow box and thus in my opinion should be treated as a search result. Up to now only a few brands are displayed and I wonder which measures brand owners (or their Search Engine Optimisers) have to take to get their brand/trademark indexed/included. There is however already a  very lively debate on the Google Support Pages discussing this issue.

In the example shown below by Krazit the first brand displayed for the search query ‘car‘ is ‘smart‘. This indeed surprises me a bit as, although I am aware that ‘smart‘ is the name of a car produced by Mercedes Benz/Daimler AG, I wonder if this company is also actually the owner of the respective trade mark for ‘smart’ in the USA. So to me this looks more like the result of a search algorithm to me than an ad. Already in 2009 there has been a discussion, following the ‘Vince Update‘ that Google appears to favour strong brands in their search results.


by Krazit, modified by Austrotrabant


What I indeed see as a positive aspect is that Google once more demonstrated that they are constantly trying to improve things and that they are not afraid to experiment with new ways of presenting results. I am not sure if this feature will prove to be successful way of mediating the interests of all parties involved, but … I reckon its for sure more productive then the last 99 law suits filed against Google on grounds of trade mark issues related to keyword advertising 😉


another example by Malcolm Coles, click to enlarge

0 Responses to “*Google Brand Links: A Special Section For Brands On Google’s Results Pages?”

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