It’s no secret that big brands have the advantage when it comes to resources to run paid advertising on Google. Smaller brands can’t compete with big brands in the SERPs in terms of SEO. 

Brands have always been given preference on Google. You’ve probably noticed that some search results seem to favour certain companies, despite what the search algorithm says.

Some of these brands rank higher with fewer links. Even though they often get punished for inappropriate behaviours, you will see them up there after a couple of weeks.

But what about the smaller brands?

Small brands always need to earn twice as many links. They are never given the benefit of doubt.  Even if they put in the work and get to earn the links, it’s a an ongoing struggle. The trend is only becoming more pronounced and doesn’t seem it will change anytime soon.

The way smaller brands can beat the larger brands is to focus on brand building. By investing heavily in brand-building at its core, your small business can begin to compete with bigger brands.

Are you a small company that isn’t developing a brand? In 2021, there is practically no other thing you should pay attention to than building your brand. 


Big brands will keep getting the spotlight in the SERPs while small brands on the other hand will be lost in the crowd. They will be nowhere close to being seen on the SERP’s radar.

The reason for that?

SERPs Are Constantly Changing

Google is known for constantly tweaking the whole algorithm behind the scene, and they do this so many times a year. However, we can’t put all our focus on changes in the algorithm. 

While Google continues to make algorithm changes, it is also paying increasing attention to users’ responses to website design, layout, and interface. Recently, Moz reports that featured snippets are rising “rapidly,” with their study finding 16% of the search results listing a featured snippet. They noted that this was up from 5.5% two years before. 

However, they recently found out in less than 6 days, a 10% decrease in featured snippets. Sure you’re asking what changed, right?

The knowledge panels now know a lot more. Search terms like “Web Development,” which previously included featured snippets, now host full knowledge panels. 

So, since knowledge panels are getting more exposure and interaction with users, hence a drastic decrease in the display of featured snippets.  Moz also discovered that the knowledge panels were 30% higher on SERPs without featured snippets.

So what’s Google trying to do?

Google is trying to use information from web pages to answer users’ queries. So, they don’t have to read the whole of the content on the particular web page.  Google SERPs now represent a new approach to deliver the best answer for a user’s query straight at the top of the page without leaving Google.

Results for “travel” are now pulled from big brands and trusted sources like Wikipedia. 

The decision to display information in the search results from these key players means that your content will be competing for clicks with major brands. Google believes you shouldn’t have to scroll through multiple websites to find information. 

Whether it’s for a product, service, or local business, it displays a single brand in a given knowledge panel to help you find exactly what you’re looking for.

Only  60% of people click on search engine listings now, which is progressively lowering the number of clicks business gets through organic search.

Meaning 40% of people who search on Google don’t end up on most of the sites ranked on the first page. That’s a lot of wasted effort and a lot of lost opportunities.

Have your search done differently.

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