At Stan Ventures, we’ve been part of countless SEO conversations where clients ask: “Do big brands get preferential treatment on Google?”
Or, “If I follow everything in the Quality Rater Guidelines (QRGs), will I rank higher?”
Well, Danny Sullivan—Google’s Search Liaison and former journalist + co founder of Search Engine Land—just addressed both questions in a series of tweets, and his responses are gold for every SEO and content creator out there.
Let’s break it down.
No, Google Doesn’t Rank You Just Because You’re a “Brand”
There’s a paraphrased quote making the rounds that suggested Google favors big brands. Danny called it out, saying the interpretation misses important context. He clarified that Google doesn’t have a system that says, “This is a brand, let’s rank it higher.”
It’s difficult to tell when things are quoted out of a live event if they are actually direct quotations or not. This, I suspect it’s a paraphrase (could be wrong). But I given I talked at length at the event (and other things in the past) about how we’re not somehow trying to…
— Google SearchLiaison (@searchliaison) April 1, 2025
Here’s what really matters:
“People recognize good brands—of any size. That recognition can correlate with signals we use to reward content.”
So, if users search for your site directly, talk about you, or engage with your content consistently, Google sees that as a sign you’re doing something right. Not because you’re “a brand,” but because you’re memorable.
This ties right into the work we do at Stan Ventures. When we help brands stand out in crowded niches—whether it’s a fried chicken recipe or CBD oil—we’re building more than just backlinks.
We’re helping sites become the kind of trusted, recognized destination users return to. And guess what? That recognition often correlates with better rankings.
And No, the QRG Isn’t a Secret Ranking Checklist Either
In another tweet, Danny tackled confusion around Google’s Quality Rater Guidelines (QRGs)—you know, the ones often treated like the Bible of ranking.
He set the record straight:
The raters guidelines are written for raters to evaluate the quality of our results. We don’t use those ratings directly in search. We talk about those guidelines as something creators might review if they want as part of a self-evaluation process, but it doesn’t mean things in…
— Google SearchLiaison (@searchliaison) April 2, 2025
“We don’t use those ratings directly in search.”
The QRG is written for raters to evaluate the quality of Google’s own results—not to tell creators exactly how to rank. That said, Danny encourages creators to reference the concepts in the guidelines as part of a self-evaluation process.
And here’s the real gem:
“Ask yourself—are you doing what readers and visitors would want and expect from a trustworthy site? If yes, good.”
So while you shouldn’t obsessively optimize for QRG, the core message still holds: put your readers first.
Be clear about who you are, who’s writing your content, and why someone should trust you. Whether it’s an author bio, E-E-A-T signals, or just helpful content—Google notices when people do things right.
Our Take at Stan Ventures
What we love about Danny’s message is how it aligns with what we tell our clients every day:
- Being a “brand” isn’t about size—it’s about standing out
- Helpful content beats algorithm-chasing tactics
- QRGs are great references, but user-first thinking wins
- Search performance improves when people remember, engage, and return
If you’ve been stuck thinking SEO is about tricking the algorithm or mimicking brands with deep pockets, these updates should feel like a breath of fresh air.
Want to Build a Brand People Remember?
That’s what we do best at Stan Ventures. From building authority to optimize for the real signals that matter—we’ll help your site become more than just “another result.”
Let’s turn your content into a brand users recognize and trust.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.