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| Does Google Promote Brands? |
Does Google Recommend Top Brands /Stores for Searches?
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 NORMAL. For example, Olympus, Canon, Sony Nikon and Kodak are very
popular brands for digital
camera.
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| 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)
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| 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.
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| 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. |
