Google versus Branding Study 2013

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Study
Branding versus Google
2013

Study: Branding versus Google
2Study | Fingerspitz | 2013
Table of content
1. Motive ............................................................................................................................3
2. Online authority..........................................................................................................4
2.1 Domain Authority.......................................................................................................................................................4
3. Branding........................................................................................................................5
3.1 Antecedents of strong brands ..............................................................................................................................5
3.2 BrandAsset Score......................................................................................................................................................5
4. The study.......................................................................................................................6
4.1 Hypotheses..................................................................................................................................................................6
4.2 Results...........................................................................................................................................................................6
4.2.1 Study 1: Correlation between Domain Authority and BrandAsset Score........................................6
4.2.2 Study 2: The online authority score influences the Google rankings ..............................................7
4.2.3 Study 3: The offline brand score influences the Google rankings....................................................8
5. Conclusion ....................................................................................................................9
5.1 Causal relationship?..................................................................................................................................................9
5.2 Recommendations.....................................................................................................................................................9
Attachments ..................................................................................................................10
Attachment 1: Fingerspitz B.V....................................................................................................................................10
Attachment 2: BrandAsset Consult...........................................................................................................................11
Attachment 3: Data input.............................................................................................................................................12
Sources............................................................................................................................13

1. Motive
Branding: An increasingly important indicator for search engine rankings?
Earlier this year Google implemented the Google Penguin 2.0 update. This means that Google made
changes to the algorithm which decides the rankings within the search network. An article on Hubspot
(“In the Aftermath of Penguin 2.0, Branding is Now a Major Ranking Factor”, by Adam de Jong) indicates
that brand promotion is becoming an increasingly important
factor in determining the ranking scores in search engines.
Creating a good online brand influences your ranking in the
Google search engine. But is this the case already? Through
research we will try to confirm this assumption.
Google is trying more and more to copy the “real world”. Their
employees have been wondering what the indicators are of a
strong offline brand. It might be that offline brands benefit from
the advertising possibilities in newspapers, on the radio or on
television. These offline advertisements account for a (large) part
of the offline authority of a brand. Google now attempts to apply
these techniques in the field of search engine rankings. Now they evaluate all online activities that are
linked to the brand (link building, website content, blogs, social media, videos, etc.). The more (relevant)
content is available, the higher this content is valued.
So branding is becoming increasingly important, even online. If we take a look at the Ranking Factors
research carried out by both Moz and SearchMetrics, we can see that several branding characteristics
play an important role in determining the ranking. Important are: Google +1, Facebook shares,
backlinks, Facebook likes and Tweets. The question is whether there is a link between the online
authority, rankings and branding of a product or service. Is a strong brand also ahead online compared
to weaker or unknown brands? After the Penguin 2.0 update experts were inclined to confirm this
assumption. However, to date no one has performed quantitative research regarding the subject and
experts continue to speculate. Because of this, Fingerspitz, with assistance of data research performed
by BrandAsset Consult, has conducted a study of the following statement:
“Is there a (strong) positive correlation between the total brand score (BrandAsset score) and the search
engine authority (Domain Authority) for organizations from different industries?”
Figure 1: Penguin update 2.0

2. Online authority
To be able to make a comparison between the strength of a brand and the organic presence in Google,
we decided to use Moz’s Domain Authority as a parameter for online presence. But what is this Domain
Authority score based upon?
2.1 Domain Authority
Domain Authority is an indicative score of how a website ranks in search engines such as Google.
According to the latest Moz ranking study, Domain Authority gets a correlation score of 0,26. The
authority score reviews the strength of a
website over a set period of time. This also
makes it possible to compare websites with
each other. This score is based on a number
of link scores (linking root domains, total
amount of links, MozRank, MozTrust, etc.).
The score that a website obtains is based on
a 100-point metric scale. This means that it
is easier to go from 20 points to 30 than
from 70 to 80.
The Domain Authority score can be improved
by paying attention to things such as:
Obtaining backlinks, writing good online
content (including title tags and meta
descriptions) and by creating unique content
(blog posts, social media posts and videos).
You can increase the chances of external
websites linking to your pages by placing relevant content on your website on a regular basis. These
links will ensure that the authority score of your website increases.
Figure 2: Google Ranking factors (Moz)

3. Branding
What makes a strong brand? To determine brand value we have used a study conducted by BrandAsset
Consult. In their research they talk about the 4 pillars of a strong brand: Differentiation, relevance,
appreciation and familiarity. These factors ensure that a brand will be remembered, thus becomes of
value for consumers.
3.1 Antecedents of strong brands
This paragraph will contain a short explanation of the 4 pillars that create a strong brand.
Differentiation: The unique value of the brand and therefore forming the basis for choosing a brand.
Brand differentiation greatly appeals to consumers, is the source of higher margins and stimulates
better financial performance.
Relevance: Related to usage and measures which brands have personal relevance and meaning for
consumers.
Appreciation: The respect people have for the brand; the positive thoughts and feelings of the
consumer. In order to earn appreciation brands must fulfill their promises. Appreciation is an important
factor in brand loyalty.
Familiarity: The end result of consistent brand development and describes the extent to which the
consumer has become acquainted with a brand.
3.2 BrandAsset Score
The aspects mentioned above (differentiation, relevance, appreciation and
familiarity) form the basis of the BrandAsset Score. This score utilizes a scale
of 1 to 100 and is being used as input for the model.
In this research the BrandAsset Score will be used as the indicative score of a
brand’s value. More information regarding BrandAsset Consult (the
organization behind BrandAsset Score) can be found in attachment 2.
Figure 3: Strong brands

4. The study
Fingerspitz conducted a study to investigate whether the strength of a brand affects the Google
rankings. The study contains scores (like Domain Authority and the BrandAsset Score), divided between
34 brands within 5 different sectors (shoes, travel, ladies fashion, LED TVs and supermarkets). Some
brands occur in multiple sectors (Otto and Wehkamp). The collected scores have been compared with
each other in order to see whether there is a coherency (correlation) between the scores. This way the
study will provide an insight in the connection between brands and online search results. An overview of
the different brands can be found in attachment 3.
4.1 Hypotheses
As part of the study the following hypotheses have been established:
 Hypothesis 1: The brand score (BrandAsset Score) exhibits a (strong) correlation with the
online authority score (Domain Authority)
 Hypothesis 2: The online authority score shows a positive correlation with the rankings in
Google’s search network.
 Hypothesis 3: The brand score (BrandAsset Score) shows a positive correlation with the
rankings in the Google search network.
 Hypothesis 4: The correlation between the de brand score (BrandAsset Score) and the online
ranking is lower than that of the online authority score.
4.2 Results
The results include the correlation scores concerning this study. We start off with some assumptions.
These serve as the terms for carrying out the research.
4.2.1 Study 1: Correlation between Domain Authority and BrandAsset Score
Assumptions
 The variable Domain Authority is measured on an ordinal measurement scale, while the
BrandAsset Score is measured on an interval/ ratio measurement scale. This means that the
correlation is measured according to the Spearman rank correlation;
 The second assumption relates to the distribution of data. There must be a monotone
relationship between both variables. The variables used in this study have been distributed as
below and as such they are in compliance with the assumption for the research on
correlation.
Figure 4: Monotone distribution between Doma

Correlation
In the statistics software SPSS the following correlation has been made:
Table 1: Spearman correlation (Domain Authority vs. BrandAsset Score)
Research shows that we can speak of a (strong) positive connection between the brand score and the
domain authority (correlation= 0,594). Additionally, the correlation score is significant when α < 0,001.
This confirms the established hypothesis 1.
4.2.2 Study 2: The online authority score influences the Google rankings
Assumptions
 The variable Domain Authority and the Google Ranking score are both measured on an ordinal
measurement scale. This means that the correlation is measured according to the Spearman
rank correlation;
 The correlation follows the same distribution as shown in study 1.
Correlation
Research has led to the following correlation table:
Table 2: Spearman correlation (Domain Authority vs. Google Ranking)
Research indicates that there is a moderate, positive correlation between Domain Authority and the
Google Ranking (correlation= 0,338). Additionally, the correlation score is marginaly significant when α
= 0,051. This means that there is a 94,9% certainty that the online brand score influences the Google
Ranking. This confirms the established hypothesis 2.

4.2.3 Study 3: The offline brand score influences the Google Rankings
Assumptions
 The variable Google Ranking is measured on an ordinal measurement scale, while the
BrandAsset Score is measured on an interval/ratio measurement scale. This means that the
correlation is measured according to the Spearman rank correlation;
 The correlation follows the same distribution as shown in study 1.
Correlation
Developing a correlation has led to the following table:
Table 3: Spearman correlation (BrandAsset Score vs. Google Ranking)
The study shows there is a very moderate, positive correlation between the BrandAsset Score and the
Google Ranking (correlation= 0,132). Additionally, the correlation score is insignificant when α = 0,458.
This means that it is very doubtful (only 55,2% certainty) that the offline brand score has any direct
influence on the Google Ranking. The table above invalidates our hypothesis, which means that
hypothesis 3 will be rejected.
Since the results in study 3 are questionable, hypothesis 4 will also be rejected. The data gathered from
study 3 is not sufficient enough to be able to confirm this hypothesis.

5. Conclusion
The study shows that some of the expectations (hypotheses) can be confirmed with statistics. The
BrandAsset Score has a strong overlap with the online authority score. Expectations are that this
connection will increase in the (near) future. This means that branding, in addition to online marketing,
should receive adequate attention. Branding turns out to have an immediate impact on Domain
Authority. Because of this, it is important to find the right balance between branding and performance
based marketing activities. Both factors are of importance and will, if implemented correctly, have an
enhancing effect.
In addition, the study shows that Domain Authority influences the Google Ranking. This is in contrast to
the BrandAsset Score. However, the brand score does have a positive correlation with respect to
Domain Authority and thus indirectly affects the Google Rankings.
5.1 Causal relationship?
The fact that branding affects the Google Rankings is the result of a causal relationship. John-Henry
Scherck indicates, just like our research, in his article that it is logical that strong brands rank highly in
Google. According to him, the reason for this lies in the fact that other websites and consumers more
readily link to brands which they are familiar with. These brands (like Coca Cola) are well known and
have such reach and strength that they are able to rapidly generate a large amount of links. The amount
of acquired links is part of what eventually determines the ranking in Google’s search engine.
5.2 Recommendations
Be aware of the added value of a strong brand. Make sure to pay enough attention to it. A strong brand
provides a good basis for starting online marketing activities. A good brand score enables the possibility
to create a good online authority score. Do not just focus on performance based activities, but also build
your brand in other ways. Online, as well as offline.
Take the 4 pillars of a strong brand into consideration when planning your marketing activities. This will
ensure that the brand is continuously on the consumers’ mind. The consumer will become so familiar
with the brand that they will come to see it as an authority in the industry.
• Large reach
• Large impact
Brand
• Familiarity
• Well known
Links
• Large
amount of
links
• High
domain
authority
Ranking

Attachments
Attachment 1: Fingerspitz B.V.
Fingerspitz is the online marketing agency situated in Breda, the Netherlands, originating from a full
service internet agency that has been providing internet solutions to profit and non-profit
organizations for the past 13 years. Due to the growing demand for online marketing advice and our
technical knowledge in this field, Fingerspitz was born. We have made a running start since day 1.
1.1 The power of Fingerspitz
Fingerspitz does not provide off-the-shelf solutions. We offer tailored solutions to all our customers.
Therein we combine years of experience in online marketing with our intuitive flair: Where our instincts
tell us what the trends are and where the chances lie. Our specialists breathe internet and are capable
of using all instruments that will increase your online presence and hit rate.
1.2 Proven results
Whether it works? Definitely. The great thing about online marketing is the fact that everything is
measurable. Even the results. Each solution we come up with leads to an increase in traffic, a higher
conversion rate and better sales within the defined time period. Otherwise we have not done our job
properly. This is what makes our job so exciting. The power of numbers. We help you to entice potential
visitors and make sure they want to stay with you.
1.3 Contact details
Would you like to know more about the services Fingerspitz has to offer? Please contact our specialists
via +31 (0)76 - 763 06 00.
Fingerspitz B.V.
Reduitlaan 29
4814 DC Breda
Website: www.fingerspitz.nl
Mail: info@fingerspitz.nl

Attachment 2: BrandAsset Consult
BrandAsset Consult sees the world in brands. On the basis of our BrandAsset Valuator study we provide
insight into the development of your brand, so you can make informed decisions about the future. It
does not only observe, but also explains what happened to a brand. This is because we have consistently
been following Dutch brands since 1993. Since 2007 we perform a yearly study that includes 1.000
Dutch brands, BrandAsset Valuator. A subset of this large research project has been used by Fingerspitz
as input for the report in front of you.
2.1 BrandAsset Valuator
BrandAsset Valuator is a flexible study. You can establish the target group, market and context yourself.
Globally speaking, BrandAsset Valuator is the largest long-term brands study; containing over 40.000
brands from 50 countries. This enables brand evaluation from an international perspective. The
research tracks brand perception regardless of industry. This means that you can benchmark your
brand against any other brand in the Netherlands.
BrandAsset Valuator has been developed by Young & Rubicam, in cooperation with renowned scientists
like David Aaker en Kevin Keller. The research is conducted by BrandAsset Consult, part of the Y&R
Group.
2.2 Contact details
For more information, please contact Jeffrey Kruk via telephone: +31 (0)20 5 795 600.
BrandAsset Consult
Karperstraat 10
1075 KZ Amsterdam
E-mail: jeffrey.kruk@brandassetconsult.nl

Attachment 3: Data input
In this attachment you may find the data as used during research. This data has been edited further
with SPSS v16.0 software.

Sources
Here you will find the articles and webpages used for research. Do you have any questions regarding the
use of the article or the contents of the study? Feel free to contact us.
Web articles
- Crestodina, A. (2012), “Social Media, Branding and AuthorRank: Are they SEO ranking factors or not?
(3 experts opinions)”, Orbitmedia (7 juni 2012). URL: http://www.orbitmedia.com/blog/social-media-
branding-and-authorrank-are-they-seo-ranking-factors-or-not-3-expert-opinions
- De Jong, A. (2013), “In the Aftermath of Penguin 2.0, Branding Is Now a Major Ranking Factor”,
Hubspot (4 juni 2013). URL: http://blog.hubspot.com/aftermath-penguin-20-branding-now-major-
ranking-factor?utm_medium=social&utm_source=linkedin&utm_campaign=linkedincp
- Peters, M. (2013), “2013 Search Engine Ranking Factors”, The Moz Blog (9 juli 2013). URL:
http://moz.com/blog/ranking-factors-2013

Google versus Branding Study 2013

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