What we know about Google’s so-called Brand eCommerce Update

By February 10, 2015Google, Search Engines, SEO

Google has failed to end the speculation about the recent search algorithm update many are calling the Brand-eCommerce Update, other than by stating they’re “tuning” their algorithms to improve search result relevancy.

We started to noticed fluctuations in the SERPs last week and Google confirmed with Search Engine Land that they were making tweaks but didn’t offer any firm insight into what was happening.

A spokesman for Google has told The Drum that it hopes to “give users the most relevant answers as quickly as possible” but stated there was nothing “big” to be announced. Even so this is enough to have got the search-sphere talking and some of the data out there is looking quite interesting from an SEO perspective.

Marcus Tober who founded Search Metrics explained: “The pattern is dominated by losing just a few rankings, which of course is reflected in traffic losses,” explained Tober who went onto highlight warnings sent by Google to non-‘mobile-friendly’ sites as an indicator that changes were taking place.

“Things seem to not have calmed down yet, therefore be careful driving conclusions. We cannot speak of a Google update yet. What we have noticed is an impact on e-commerce keywords that affects brands and retailers, shops, price comparison sites and even (small) ad sites,” continued Tober.

“Brands seem to profit from the development, while other have lost a good chunk of rankings, e.g. sites in the fashion industry. Google seems to be optimizing brand searches. An interesting side effect: for keywords with typos the SERPs seem to be strongly edited – and adjusted to the ‘correct’ SERP.!”

Check out Tober’s update here: http://blog.searchmetrics.com/us/2015/02/08/google-brand-ecommerce-update-causing-fluctuations/

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