Google's search algorithms this year have put more weight on domain authority (which is often associated with brands).

But while Google is telling everyone else to build a brand, Google might be looking to compete head on with brands in many large verticals. According to the NYT:

LendingTree recently learned that Google imminently plans to launch a loan aggregation service in late August or early September of this year that would compete with LendingTree, the complaint says. Lending Tree has also learned that Mortech intends to make its pricing engine services available for use with Googles new service and will send information related to mortgage loan offers to be displayed to consumer on Googles Web site.

The complaint further says that LendingTree has obtained screen shots of a trial version of Googles service that further indicate that it plans to provide customers with conditional loan offers in addition to lenders contact information.

Google made a similar test in the UK last year. This is just more reason to develop longtail content and try to build distribution channels outside of search. It seems if you are too successful with search Google may do some self-serving to compete directly against you.

• How many of these services can Google offer before it erodes their Google brand?
• Is your business model easy for Google to clone? What do you do if Google clones it?

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