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Tuesday, November 01, 2011

Why Not “Jessops” in ‘Stores’ on Google SERP While BestBuy & Others Are?

Tuesday, November 01, 2011
Does Google Promote Brands?
Does Google Recommend Top Brands /Stores for Searches?

One of my colleagues asks “If you search for “digital camera” on Google, you can see the text link of ‘Best Buy’ under Stores. How can we get a site’s link there for other sites like Jessops.com?”

My Answer - The list is generated dynamically by Google which is based on the ‘normal distribution' of probability. Algorithmically, Google looks into the variations of related keywords and their 'deviation' in context of search for a particular brand or store. The popularity of search-terms depends on how customers are searching for a product using “variations’. With “jessops”, deviation among related search queries is HIGH while the popularity of jessops for ‘digital camera’ is very LOW. Scroll below for further detail.  

Analysis

PageRank is a probability distribution used to represent the likelihood that a person randomly clicking on links will arrive at any particular page. Similarly, display of brands and stores corresponding to each other on Google SERP are possibly an algorithmic distribution of keywords popularity among users and the brand value of a company. In my opinion, the ‘probability distribution’ in this case is NORMALFor example, Olympus, Canon, Sony Nikon and Kodak are very popular brands for digital camera.  


Click to enlarge the image
Google Insights shares how people use ‘digital camera’ for top brands like Nikon, Sony, and Canon. Although the popularity of ‘Samsung digital camera’ is high yet its Google does not display Samsung as a brand in its search result for this phrase due to high degree of variations (towards right of the normal curve – the preference to be given if the trend continues). Further, people know Nikon, Kodak, and Canon purely as camera manufacturing companies but Samsung has diverse products portfolio. 

As for ‘stores’ results on Google for the keyword – ‘digital camera’, Google shares links for BestBuy, Amazon, Walmart, Circuit City and Target. If a client like www.jessops.com asks why not in 'store' list on the top of Google search results? The reason is obvious. Jessops is not as popular as other stores are as per Google.See all related searches on the screenshot. (Left)  

Click to enlarge the image
The variation of keywords for ‘Jessops” is high more towards the left of a normal distribution curve. The deviations are high due to a variety of related keywords not perfectly related to each other. On the other hand, the keywords variation for BestBuy as store appears to be perfect and related.

The popularity of search-terms depends on how customers are searching using “variations’. ‘Jessops’ has lots of variations and thus Google assigns QDD to unrelated broader key-phrases. Trust and popularity of search, lesser variation of related keywords, etc., are a few parameters that Google might consider for sharing top links of brands and stores for any popular products search.    

Normal Distribution
The keyword distribution (related searches) hovers around the centre (main keyword). So, the distribution of related keywords is normal without much deviation for “BestBuy’. On the contrary, the key-phrase “Jessops” has asymmetrical distribution and thus deviation is high due to high degree of random variables (un-related keywords or syntaxes such as shops, jewelry, flora, share price, etc.). The deviation is high here due to QDD treatment by Google to 'Jessops'. Please, read Google QDD for further reading.     

Google’s algorithm is based on the ‘probability distribution’ . Had “Jessops” had normal distribution, it would have appeared in search results as STORE’. In layman’s language, Google‘s probability is determined by how people search a particular item associated with a brand or store.  

Conclusion: There is no guarantee a particular brand or store will show within the brands or stores features. The list is generated dynamically by Google based mainly on the ‘normal distribution of probability that logically looks into the variations of related keywords and their deviations in context of search for a particular brand or store.


The popularity of search-terms depends on how customers are searching using “variations’. ‘Jessops’ has lots of variations far from related distribution curve. Trust and popularity of search, less variation of related keywords etc are a few parameters that Google might consider for sharing top links of brands and store for any popular searches of products.    

 
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