Defining and Identifying Brand Links
One of the best ways to promote a business, especially if you’re establishing a brand name for a product or service that you’re selling online, is to get it to appear on Google’s brand links.
Google incorporated brand links in 2010. These links are simply names of some of the most famous brands of generic products that are sold in the market. For a starting company, getting into the brand links will place their name alongside the world’s most popular brands—their biggest competitors, actually—and that will give their products a terrific marketing boost.
Those who land their names as links on the first SERP are immediately considered as the leading brands for the product that’s being searched for. Their main purpose is to cut Google users’ search time short and show them the most popular results for their queries right away. Google does this by providing searchers with links to the leading brands of the products that they are most probably looking for.
Brand links are found just above the boxes for paid advertisements or the very first website link on the first page of search engine results. On top of the brand links are store names. Similarly, these are presumably the top stores where you can find the product (and the brands) you are looking for. Brand links and store links aren’t visible in a regional Google browser. Switch to Google Home website to see brand links on your searches.
So after knowing what brand links are, you are probably curious how those brands landed that strategic and privileged spot. Here are the top three factors that can influence which names will end up on the brand links on Google’s first SERP.
1. High Search Volume
Google’s brand links are basically dictated by popularity. This means that the most popular and searched-for brands for particular items are displayed as brand links. For example, if you conduct a search for “calculators,” the brands Casio, HP, Canon, and Sharp pop up on the brand links. Search for “cars” and you get Honda, Mitsubishi, Toyota, and so forth.
This is the cause of worry for SEOs and owners of small-scale, online shops: since the brand links are already provided on the first results page, they might no longer feel compelled to scan the next three or four search results. This is actually pretty unfair for online stores that are truly practicing SEO to get their pages on the first few SERPs.
2. Frequent and Recent Social Mentions
Now here is another sign that social media has taken over the Internet. The brands that make it in Google’s brand links are found to have been frequently mentioned in various social media websites.
Having a high search volume isn’t enough; it also needs to be talked about by people. Besides being searched often, brand links also have to be discussed or widely circulated in social media. This means more Facebook likes, Tweets, Tumblr posts, blogging, and commenting on forums.
3. News Buzz
Getting a lot of buzz in the news will also help put a name on the brand links. This is in relation to the first two factors discussed above. Being in the news frequently will keep the brand name under Google’s radar. News articles are now easily shared via social media websites too.
Don’t expect to find brand links for every query though. They usually appear only for merchandise that are commonly sold online. Try typing “cars” on the Google search engine for example and you’ll be surprised: there are no brand links or even store links posed in front of you. It isn’t clear yet why this is the case, but if there are brand links for the products that your website specializes in, you might want to explore your chances of landing a spot there.