Major algorithm shift rewards established brands in commercial searches
Google’s December 2024 Core Update has significantly altered search rankings, with established brands now dominating “best of” queries across multiple industries. The update, which rolled out throughout December, represents a notable shift in how Google evaluates authority and trustworthiness for commercial search terms.
Established Brands See Rankings Surge
Data analysis following the December Core Update reveals that well-known brands have captured the majority of top positions for high-value “best of” searches. These queries, which typically signal strong commercial intent, now predominantly feature household names over smaller independent sites and affiliate publishers.
The shift affects searches like “best laptops,” “best running shoes,” and similar product recommendation queries. Major retailers, established review sites, and recognised brand names have displaced many smaller content publishers that previously held these positions.
Impact on Affiliate and Review Sites
Independent review sites and affiliate publishers have experienced the most significant losses from this update. Many sites that previously ranked well for product comparison and recommendation content have seen dramatic traffic declines, with some reporting drops exceeding 50% in organic visibility.
The update appears to prioritise sites with established brand recognition, extensive first-hand testing capabilities, and stronger E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness). This creates challenges for smaller publishers competing in the product review space.
What This Means for Your SEO Strategy
This algorithmic shift signals Google’s increasing emphasis on brand authority for commercial queries. Businesses need to reassess their content strategies, particularly around product recommendations and comparison content.
Building genuine brand recognition beyond search becomes increasingly important. This includes investing in social media presence, direct traffic channels, and traditional marketing alongside SEO efforts. Sites should also focus on demonstrating real expertise through detailed product testing, original photography, and transparent review methodologies.
For smaller publishers, diversification becomes critical. Relying solely on “best of” queries for traffic poses significant risks. Consider targeting more specific, long-tail keywords where brand authority matters less, or focusing on unique expertise areas where you can genuinely outperform larger competitors.
Expert Analysis and Takeaway
This update reinforces a trend Google has pursued for several years: favouring established brands for queries with commercial intent. Whilst this may improve user experience by promoting trusted names, it raises concerns about reduced diversity in search results and higher barriers to entry for new publishers.
The December update serves as a clear reminder that sustainable SEO requires building a genuine brand presence. Quick-win tactics and thin affiliate content face increasingly difficult prospects in Google’s evolving algorithm.
Businesses should view this as an opportunity to strengthen their brand positioning, invest in quality content that demonstrates real expertise, and build authority through multiple channels beyond organic search alone.
About DripRanks
At DripRanks, we don’t just follow the trends – we help you lead them. As one of Dubai’s top-rated SEO agencies, we specialise in data-driven strategies that boost visibility and conversions, helping businesses adapt to major algorithm updates like Google’s December Core Update.
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