Before we get to the everyone's favorite collector of white tigers and facial tattoos, it is important to set the stage with another heavyweight.

Brands are the solution, not the problem. Brands are how you sort out the cesspool."

Eric Schmidt, former Google CEO and current Chairman of the Board, Google.

For the last five years or so, the role of Director of Search and other prominent Enterprise SEO titles within big brands was the easiest way in the world to collect an outsized paycheck. You didn't even need a college education.

As such, relatively junior SEO's with very little context were at the helms of some surprisingly large enterprises. We have seen big brand SEO leads whose previous job titles were "Starbucks Barrista" and "Paintball Referee".

With the "Too Big To Fail SEO Era" behind us in addition to Panda Updates and Search Quality Improvements flying out of Mountain View fast and furiously, there has never been a more treacherous time to be sitting atop the enterprise value of a large company's search assets.


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