A well-defined brand no longer guarantees search placement. It is only through enterprise-level cultural changes, informed by a close monitoring of search evolution, that sustained SEO success can occur. Yes, brands are still a very strong signal when it comes to ranking, however, recent advancements like “authorship rank” and Search Plus Your World have hyper-focused our promotion strategies. A presumption of entitlement drives many legacy brands to complacency. Too often, we see an organization enjoy a few years of strong search results and then relax into “we’ve got that covered” mode, allowing its focus, vital resources and attention to shift to other initiatives. But it is essential for any in-house marketer/SEO/embedded strategist to push past the corporate ego and bureaucracy to assess and identify changing technical / editorial barriers while protecting the protocol vital to traffic success. Who’s Watching The Watchers? The first sign of internal SEO procedures breaking down is often a competitor doing it better, faster and using your own assets. Nothing gets your boss’ attention faster than a competitor outranking you with your own ideas or content—not necessarily via scraping or syndication, but by rewriting or covering popular stories with better optimization. Sometimes getting beaten is a…
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