Matt Cutts has spoken about what the change (not update, actually called “Vince”) on the Google search engine. The main points to take away imho:
“”Inside of Google, at least inside the search ranking team, we don’t really think about brands. We think about words like ‘trust’ ‘authority’ ‘reputation’ ‘PageRank’ ‘high quality’.”
“First off, YES, Google has made a change in our rankings, it’s one of over 3-400 we make very year. So, I wouldn’t call it an ‘update’, I would call it a simple change.”
“It doesn’t affect a vast majority of queries, it’s more likely, and most people haven’t noticed it. I mean Aaron talked about it and I think even before that people at WebMasterWorld were talking about it. But it affects a relatively small number of queries, it’s not like it affects a ton of long-tail queries or anything like that.”
You can read a transcript of it and see Matt’s speech about for youself at David Harry’s online residence. So? Much ado about nothing? I suspect there is no such thing as a “New brand algo”.