Larger publishers seem to appear more often in search results, sometimes multiple times in the response to a single query.
But is it an unfair advantage?
See how single companies perform against large publishing conglomerates today.
A client asked recently if we could report a competitor for double-serving in organic search results.
(If you’re not familiar with this Google Ads policy, it prohibits a company from trying to gain an unfair advantage in search results by serving more than one ad in search results.)
I told the client no; that ads and organic search are like church and state at Google.
Google puts multiple listings from the same company in organic search results all the time.
I forwarded them this great 2016 article from Glenn Allsop, where he shows how 16 publishing conglomerates dominated Google search results at that time.
But I started to wonder if five years had changed this game.
Continue Reading Below
Does Google have more diverse results now than in 2016?
Do they show multiple domains from a single company less often?
And do they show fewer publishing conglomerates like Hearst and Conde Nast in search results, enabling smaller sites with relevant information to compete?
To answer these questions, I went back to the 13 queries Allsop used to show that companies were getting multiple listings in organic search results, and pulled the same data he did.