Branded vs non-branded query

[underscorelive]

So there's an obvious difference between a branded and non-branded search term, but I'm interested in the SERPs that are shown as a result.

Branded search only results in 7 listings on the first page - obviously because branded search is generally more navigational in nature and the lower results get minimal CT.

Are their any technical differences beyond this?

Also, how does google define a branded search term? Because a search for Vodafone or Dell show reduced results, but Coca Cola does not.

Thanks guys

[Dr-Pete]

Many "branded" queries do result in 7-result SERPs, but not all, and some non-branded queries can generate them. I've dug into this in some detail, and the picture is pretty complex:

http://www.seomoz.org/blog/secrets-of-the-7-result-serp

Google is doing more and more entity association - trying to match queries to concepts, and that could tie into brand detection, but there's really no simple way to identify a query as being a brand, and there are many exceptions to simple rules.

I also think they factor in the usual signals - links, social, etc. They are working hard to integrate offline signals and this all factors into Google's general idea of dominant intent. In other words, if someone types "IBM", it should bring up the IBM home-page, even if that page happened to have terrible SEO and no links, because that's the best answer.

There are many, many arguments, though about whether Google actually favors big brands, or if big brands dominate through other, more mundane factors. Keep in mind, too, that "brand" doesn't mean big. Bob's Plumbing in Walla Walla, Washington should rank for brand queries (assuming that there's only one Bob's Plumbing), too, even without links/trust/social signals, for the same reason. In other words, someone looking for Bob's Plumbing wants to find that specific business, not just plumbers named Bob.

My post has a lot more details, but there's no clear or easy answer, I'm afraid.

[underscorelive]

That's a great study - thanks for sharing it with me.