• http://twitter.com/rebecca_morrow Rebecca Morrow

    Imagine working for a company full of “brand fixers” and being the only SEO. Painful. 

  • Anonymous

    Funny, because its true.

  • Anonymous

    Oi, I’ve come from a brand background and moved into digital marketing because the research base is more accurate. I think both professions can co-exist. As the task of search is to forfill a brand promise of delivering the most targeted and relevent content towards the audience’ needs.

  • http://twitter.com/SFBaySEO Ross Taylor

    I’ve met that brand gremlin, and you described him to a tee, Kevin!

  • http://www.facebook.com/jennifer.dunphy Jennifer Dunphy Rząsa

    Great read. I’ve dealt with them all, however, the CMO Derailer is the usual suspect in the majority of my meetings. 

  • Ken Howard

    I really like the Matt Cutts Speed Dialer scenario. I can see that happening in some other marketing circles too. Maybe someone has Mark Zuckerberg on speed dial too to help with Facebook Ads.

  • Anonymous

    SEO is often hard to sell, in a pitch or during a project. We can’t promise ’1.000.000 impressions and 1.000 clicks in week 40-44′, or a clear customer profile. That lack of transparancy can make non-SEO savvy employees in a project nervous and feel the need to ‘gain control’.

    That’s why, as an SEO expert, it pais to continuously advocate the SEO benefits of volume, free traffic and high quality of the visitors.

  • http://twitter.com/andrew_goodman Andrew Goodman

    A classic. And an excellent use of the word ‘czar’.

  • http://twitter.com/NickStamoulis Nick Stamoulis

    “a CMO is trying to outrun a bullet fired from the CEO’s office from the day he’s hired.”

    Great quote, but very true. In all my years as an SEO consultant, it seems like the CMOs are the ones in constant rotation. Each one has to prove himself almost immediately, which doesn’t lend itself well to the long term game that is SEO.