Two years ago, department stores were ranking prominently for:
- Puffer jackets
- Leggings
- Sweatpants

Now, the SERPs have shifted towards brands that connect with consumers directly.

Brand isn't the only way you can rank, but having a strong brand definitely helps.

2️⃣ SEO is far from dead.

Many of the keywords department stores once dominated are now taken over by DTC brands that focus on strong branding and providing a good user experience (both in-store and online).

1️⃣ Brand matters, but it’s not everything.

A strong reputation helps, but reputation alone will not bring non-branded rankings.

You still need to provide a great web experience to rank for non-branded keywords and convert traffic into revenue.

In the same time period, they've all seen major traffic increases that have had a real business impact on revenue and stock price.

So what does all this mean for SEO?

Now, compare that with brands that have grown in popularity during the same period.

Brands like:
🛍️ Lululemon
🛍️ Adidas
🛍️ Gap
🛍️ New Balance
🛍️ H&M

Well over the past few years, "doing SEO" for brands with a strong industry reputation has been a lot easier than "doing SEO" for brands struggling with demand.

Department stores have struggled with declining sales, negative press, crap in-store experiences - in-turn have seen their "SEO decrease"

In May 2024 Investopedia updated their date, added more “SEO” content.

On August 22 Corporate Finance Institute added a couple of internal links.

Core algorithm updates rewarded them both, now they rank 1 & 2, above SaaS companies with better & more helpful content 🤷🏽‍♂️

The intent is still informational - but there's just a macro change in intent & based on current trends, news is prioritized.

In a few months, WTO, Investopedia will be back on top.