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Enterprise SEO has always been marred by the deficiency of huge organizations where no person alone can make decisions, where everything has to fit some rigid style guide and software requirements. Different departments are competing with each other. The SEO specialist has to sign half a dozen NDAs before s/he can even start working. Some work gets outsourced to people who do not even have contact with the company. I could go on forever like that. Large monolithic top down organizations are not agile enough to deal with the fast paces world of SEO. That's why Google artificially inflates the rankings of brands by counting the brand itself as a ranking factor.