all you need to know about domain names
(and some you don't need to know, but is interesting anyway)
CHAPTER 2.02
HOW ARE DOMAIN NAME DISPUTES RESOLVED?
Important note
I do not profess to be a legal expert. For full and accurate information on specific details of legal issues with regard to domain names you should contact a qualified lawyer/attorney. For this reason I've kept this chapter short - effectively pointing out those topics about which you should seek qualified legal advice.
Disputes occur when recognized trading or brand names are registered by parties other than the owners of those names. Despite being slow off the mark, most countries have now addressed the issue within their legal systems. For example, in the USA the Anti-cybersquatting Consumer Protection Act of 1999 (ACPA) allows trademark holders to sue for possession of Internet addresses that are the same or 'confusingly similar' to their trademarked names, and the somewhat self-describing Truth in Domain Names Act (part the PROTECT Act 2003) aims to prevent the exploitation of children. Although there are now similar laws in the EU, early cases relied on the application of existing laws that pertained to the use of a domain name rather than the actual registering of it - and those cases are now part of the legal system.
Originally, the registering authorities washed their hands of the legal issues, though subsequently the Internet Corporation for Assigned Names and Numbers (ICANN) has introduced an arbitration system for resolving disputes. In this, disputing parties each make their case to an independent panel of arbitration that is overseen by accredited organizations such as the World Intellectual Property Organization (WIPO).
In the UK, Nominet UK, the Oxford-based Registry for .uk domain names, has a dispute resolution procedure which has been in force since September 2001. Under Nominet UK's arbitration procedure, the complaining party must assert that It has rights in respect of a name or mark which is identical or similar to the domain name and that the domain name is an abusive registration. The arbitration system is much quicker than normal court proceedings for trade mark infringement - and considerably cheaper.
However, decisions made by both ICANN and Nominet are not binding in the courts, meaning that if a complaining party is unsuccessful in arbitration it can still pursue the domain name registrant through the courts. This lack of legal standing stems from these domain name dispute resolution policies being essentially in place to deal with cybersquatters - and are not a substitute for trade mark infringement proceedings.
As new domains become available, their creation has been supported by well thought-out dispute resolution procedures. The .me.uk names are a good example, applying their Eligibility Requirements Dispute Resolution Policy (ERDRP) - a version of the Uniform Domain Name Dispute Resolution Policy (UDRP) adapted for .name domains. The ERDRP rules state that any complainant must prove all of the following three points:
1 The name corresponding to the registered name is not the legal name of respondent (the owner)
2 The name corresponding to the registered name is not the name of a fictional character in which the respondent has trademark or service mark rights
3 The respondent has not been commonly known by the name corresponding with the registered name.
In addition, the complainant must also fulfil similar criteria themselves, showing at least one of the following:
1 The registered name should be the same as the legal name of complainant, or
2 The registered name is the name of a fictional character in which complainant has trademark or service mark rights, or
3 The Complainant has been commonly known by the registered name.
The principles embedded within the ERDRP make it much easier for rightful owners - celebrities in particular - to recover .name domains. This contrasts with other procedures, such as the UDRP, which has seen personalities such as Sting and even the late Albert Einstein losing domain disputes.
A brief examination of a few of the significant cases in domain name disputes that have made it to the courts will give you some idea of how future disputes are likely to be resolved. The first two are from the UK and are important in that as they were the first such cases they became case law referred to by other countries.
Pitman Training Limited vs Pearson Professional Ltd (t/a Pitman Publishing) The first UK court ruling on a domain name issue, this is essentially a case of two companies who both trade under the same name - Pitman - each claiming the right to use a domain name. There is a sub plot to this in that one party registered the name first but did not use it, and the other 'claimed' it from the registering authority. The judge found that whenever two parties have equal claim to a domain name, then whoever registers it first becomes the rightful owner - the so called 'first come, first served' rule that has been applied many times since.
Harrods and others In this case high-end retailer Harrods brought the lawsuit although there were a number of other parties who had been 'wronged' by the defendant. The defendant registered a number of domains in the names of household-name companies and then offered to sell the names to those organizations. The judge found that the registration of a domain name that is the trademark of another was not an offence in itself. However, an offence was committed as the defendant 'clearly constituted infringement of Harrods' registered trade marks and passing off'. It is arguable, therefore, that had the defendant simply waited for the companies to contact him with an offer of purchase rather than contacting them then he would have committed no offence.
Cases from outside the UK that have had an impact on domain name related laws include:
Sex.com A protracted case that has a plot which John Grisham would be proud of (the book and the film can't be far away). The name was originally registered by [then] student Gary Kremen. He did nothing with the name. The villain of this piece, Stephen Cohen, then forged a transfer document that the registering authority (Network Solutions) rather naively accepted as real. Mr Cohen, an experienced operator in the pornography industry, went on to build a significant business around the domain name. Mr Kremen did not realise he had 'lost' the name until Mr Cohen had been using the name for some time. Kremen then commenced legal proceedings against not only the pornographer but Network Solutions for the negligence in the transfer. The case ran for a number of years, but ultimately the judge declared Mr Kremen to be the legitimate owner. The importance of this decision was in not only establishing the legal precedent that Internet domains were legal property, but the ruling of how much the guilty party had gained through its use - effectively putting a value on potential commercial applications of a domain name. In this case the judge decided that the pornographer owed Mr Kremen $65 million. The story doesn't end there however, as Mr Cohen fled the country and has yet to pay anything. Network Solutions did not get off scot-free. Kremen also sued them and was paid around $15 million to settle the lawsuit in April 2004. (Note that the payment was made by VeriSign, who had inherited the case when it acquired Network Solutions). In January of 2006, Kremen sold the name for a sum reported to be anything from 12 to 14 million dollars - though that sum also included the business based on the domain, and not just the domain name itself.
Nissan.com Another story with a number of twists, this is a classic David versus Goliath story. It all started with a North Carolina businessman called Uri Nissan who, in the early days of the world wide web, registered nissan.com for the website of his computer-related products and services business. When the global car manufacturer realised that the web was to become an integral part of car sales they wheeled out the big (and expensive) legal guns and took Mr Nissan to court. Mr Nissan used the web to gain support for his cause and eventually won the case. The judge ruled that as his nissan.com website was clearly about computer-related products [and not cars] and Mr Nissan was not misusing the domain (his website's front page even included a link to the Nissan Motors website for those who found themselves there by mistake) - and he registered it first! Subsequently, however, Mr Nissan allowed the car giant's lawyers another day in court by selling advertising space on nissan.com's front page to other car manufacturers. The final result was effectively a draw because no one won. The message from Mr Nissan on nissan.com says it all:
'In compliance with a ruling issued by the United States District Court in Los Angeles on November 14, 2002, in the lawsuit of Nissan Motor Co., Ltd. v. Nissan Computer Corporation, this website has been converted to non-commercial use.'
I bet Nissan Motors wished they had simply made Uri a financial offer he couldn't refuse instead of taking legal action. Given the reputation American lawyers have for their costs, it must surely have been the cheaper option.
Student prank For those offended by swearing, skip this paragraph. In this story, once again, car manufacturers are involved - this time in a domain name spoof perpetrated as a joke by a group of American students. They registered the domain 'fuckgeneralmotors.com (don't ask how it got past the '7 filthy words' rule) and made it live, but actually redirected surfers to ford.com. The students were taken to court not by General Motors, but Ford - who claimed that people might think it was they (Ford) who had perpetrated the prank. The judge declared that it was obviously a spoof and dismissed the case, but the domain name was withdrawn by ICANN anyway.
Big hammer to crack a small nut - in late 2003, Vancouver teenager Mike Rowe received an email from Smart & Biggar, Microsoft's Canadian lawyers (yes, that really is their name), informing him that he had been committing copyright infringement against Microsoft. His crime? Because his part-time business sold software, he added 'soft' to his own name and registered the domain name - mikerowesoft.com.
In a subsequent email Microsoft offered Mike $10 for the domain name, which he found 'insulting' and replied explaining how much work he had put into the business and that the domain was worth at least $10000. And therein lays Mike's big mistake, he fell for the standard trap set by large corporations in small-fry domain disputes. The mega-corp offers a few dollars for the registration fee, and so goads the domain owner into a counter offer. The mere fact that a counter-offer is made is taken - in the convoluted arbitration process - as prima facia evidence that the owner is a cybersquatter who is attempting to extort cash. Result: big company wins domain name.
And of course we would all have got mikerowesoft.com and microsoft.com mixed up wouldn't we? Postscript; because of the publicity that this story generated (Mike was interviewed on, amongst others, CNN) Microsoft subsequently backed down, a spokesman saying, 'We take our trademark seriously, but in this case maybe a little too seriously' The name was eventually exchanged for, amongst other things, an Xbox console.
More recently, as the web has become accepted as an integral element of both business and marketing, disputes where a brand or trade name are only part of a domain name have become common. Two examples involving .coms are these:
Volvospares.com This ruling went against Swedish car maker Volvo who had complained about a website trading under this domain. The decision being that although the domain name was 'confusingly similar' to Volvo's trade mark, the domain's owners had a legitimate business interest in using the name.
Raleighbikes.com The owners of the Raleigh trade mark argued this was a clear infringement of their intellectual property rights, but again ICANN disagreed, ruling in favour of raleighbikes.com because its owner was using the name for a non-commercial forum site for fans of Raleigh bikes and had not registered the name in bad faith. In marketing terms, Raleigh committed a significant gaffe in this example - suing some of your most vociferous supporters (read customers) is not something you will find in the manual of good public relations practice.
I conclude this chapter with a repeat of my comments at its start.
I am not a lawyer. This chapter is not legal advice. Do not rely on any of it to support any legal argument. If any of the content seems relevant to your situation, go find someone who has the legal qualifications to comment on your case.
Go to the next section, return to the contents page
CHAPTER 4 SEARCH ENGINE OPTIMIZATION
further reading ...
If you check the bio of the author of Comparing SEO to PPC you will see she is not new to search engine marketing - and so her opinion carries some weight. Note how the articles differentiates SEO from advertising on search engines ... just as I have done in this book - and as I have done since advertising on search engines started.
If you really want to get your head around how Google works, make yourself comfortable and read Google’s Search Quality Rating Guidelines.
These search commands for Google are useful for people searching on Google - but are included here as they can also help search engine optimizers in determining where keywords/search terms can be placed within a site.
Ignore the headline of Half Say Advertising is Important in the Buying Decision – top in the list of shopper’s important purchase information sources is search engines.
If you’re serious about understanding SEO We’ve crawled the web for 32 years: What’s changed? is a must read. Its author, Mike Grehan, worked from the North East of England in the early years of the web and we shared the stage at numerous events telling owners and managers about the Internet and how it was going to change business. From the same author, and also well worth a read is The origins of E-A-T: Page content, hyperlink analysis and usage data.
How Google Trends works is an interesting background on Google Search. Similar in nature in that it offers a background in how search engines developed is What we can learn from past and present Google algorithm updates.
The Open Secret of Google Search is an interesting read on the search giant.
The issue of Why you should invest in branded keywords even if your company ranks #1 on Google has folk who argue for both side of the debate – this one is in favour.
Around the time that the book was going to print a story that Google exec suggests Instagram and TikTok are eating into Google’s core products search and maps made the rounds of SEO commentators. One such response included some different types of search which might be used on social media, see - Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google. However, Millennials Are Increasingly Using Various Methods to Search for Things Online gives a wider, and more revealing. picture – note that there is no mention of ‘prefer’ as stated in the headline above. Are 40% of Gen Z shunning Google for TikTok? Not exactly is an update [Jan 2024] on the concept.
Personal research into this matches findings by others – we’re talking about ‘lifestyle’ searches only [e.g. “lively bar near me” or “how to apply X brand of makeup"], and mainly female users. I can appreciate that watching a series of short videos of local bars might be easier than reading about them. So - message to bars attracting younger clientele ... encourage customers to post videos on TitTok.
Google is trying to reinvent search — by being more than a search engine.
Just to show that SEO is ongoing - Google helpful content system update rolling out now (December 2022 update).
Welcome to the age of social SEO: how to maximize visibility on TikTok searches.
Google ranking signals: A complete breakdown of all confirmed, rumored and false factors.
ChatGPT has some roles to play for the digital marketer - perhaps the most common/useful will be in SEO, so here's An SEO’s guide to ChatGPT prompts and AI Chat and Keyword Research.
5 Website Performance Benchmarks from Q4 2022 offers some [slightly] different stats to the chart - on website traffic sources - shown in chapter 4, but the issues are generally the same. The 5 key issues are:
1. More Than 1 in Every 3 Sessions Encounters Friction
2. Page Load Speeds Impact Bounce Rates, Page Views
3. Mobile Widens Traffic Share Lead
4. Paid Search Traffic Converts Better Than Paid Social Traffic
5. Desktop Still Boasts Far Higher Conversion Rates Than Mobile
I've included Google releases March 2023 broad core update and Google removes several search ranking algorithm updates from its ranking systems page simply as a reminder that search engines change their algorithm on a regular basis.
Is click-through rate a valuable SEO metric?
I make it clear in the book that I consider SEO and PPC ads to be different things. SEO vs. PPC: Differences, pros, cons & an integrated approach offers a different view - although it also can be read as supporting my opinion.
Brand Visibility Is the New SEO ... caused by AI, apparently.
EXERCISE: Byron Sharp purports that ‘ ... paid search is not advertising (which has as its main job building mental availability). Search is like shelf space. It’s to improve purchase availability.’ Samuel Scott offers more detail, saying that ‘Display on retailer, broker, and review sites is the same as paid search. Paid and organic search are forms of distribution, not parts of promotional marketing communications. Basically, you are getting your product put on Google, Amazon, and others' store shelves like when you pay a store to put your juice in the juice aisle. Same for getting listed on sites like G2. This is fulfilling existing demand and having physical availability. Advertising is about creating more demand and having mental availability.’ Going back in time, when I first got involved in the use of the Internet for business purposes [in 1996] I was frequently asked where the new communication medium sat with regard to the 4Ps ... and I said it was part of distribution. My opinion wasn’t supported by many – any, even – but it seems I may have had a point.
What's your opinion on the views of myself, Sharp and Scott?
50% of product searches start on Amazon includes stuff from this and other chapters - well worth a read. Note that it's from the US, so the stat in the title might not apply to you.
Organic search could be the moat your brand needs is a kind-of strategic view of SEO using quirky analogies - in general, I agree with its basic premise, not least because it syncs with my opinion.
I'm not a fan of SWOT analysis ... just use the issues raised in SEO SWOT analysis: How to optimize where it counts as a kind-of to-do list.
Another example of why SEO is a full time job is Google to fix link report in Search Console. And another... Google releases August 2023 broad core update.
Why are publishers losing traffic from Google? is about online news - but much of is relevant to other kinds of website.
To understand the present and the future - take a look at the past ... Google’s Florida update: 20 years since the SEO ‘volcanic eruption’.
The AI-powered Google apocalypse is heading for your brand is from December 2023 ... who knows how true it will turn out to be?
Google confirms a search ranking bug where sites disappear from search results over the weekend is an example of what is a fairly common problem - if your website relies on search engines for visitors [and so, business] this can hit income.
The Periodic Table of SEO Elements has been around for a few years - this is the 2024 version.
A concern with using third parties - eg Google itself - for SEO purposes is that the third party can change its operating model ... Google is shutting down websites made with Business Profiles is one such example.
And the changes keep on coming ... Google releasing massive search quality enhancements in March 2024 core update and multiple spam updates.
Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro.
Consumers' online information sources - search remains top.
You can file Small review site lost 91% of its Google traffic to affiliate-focused SEO content under 'don't put all your eggs in one basket' - relying on Google is not a good strategy for a business.
6 unpopular SEO opinions you need to consider raises some interesting and accurate points. But here's a thing I allude to in the book. The first four points are much the same as I - and others - were teaching [or is that 'preaching'] back around 1997 ... that's before the author of the article left school.
The end of May 2024 saw big news about Google's algorithm HUGE Google Search document leak reveals inner workings of ranking algorithm, here's Google's reply ... Google responds to leak: Documentation lacks context - and Unpacking Google’s massive search documentation leak is a review of the happenings. Only time will tell how big a story this was.
As I allude to in the book, I think that knowing what is being searched for in this research is vital to make it relevant ... the what might dictate where the search is started, Also, note above the article which states that 50% of product searches start on Amazon - where does that fit into Almost Half of Gen Zers Opt for Social over Google for Search?
Is The Google Maps pin scam: A new Google Business Profile threat common? I doubt it - but I've included this article because keeping track of scams like it is an example of why SEO is a full time occupation.
Which Topics Are Gen Zers Searching for on Social Media?
In all aspects of digital marketing new terms come and go. I wonder GEO will stay the course, or disappear like so many others? See What is generative engine optimization (GEO)?
Again, it never stops ... Google August 2024 core update rollout is now complete.
Google updates crawl budget docs for large sites with differing mobile and desktop pages and links ...Google said it is best practice to have all links present on both mobile and desktop versions. I would ask; why on earth would you have different differing mobile and desktop pages and links? Maybe another example of non-marketers in marketing? [see chapter 3]
ThatLong-tail keywords: Target lower-competition phrases and attract qualified visitors has been published by [one of] the world's major SEO websites suggests that some folk are not aware of the issue. I and others were writing about it 25 years ago. Ho hum.
I've included How to fix the ‘Page with redirect’ error in Google Search Console simply as an[other] example of some of the stuff that competent SEOs need to know.
Another reminder that SEO doesn't stand still ... Google quietly updated the News and Discover manual action policies.
Although Google’s search market share drops below 90% for first time since 2015, it's still got 90% of the market so me talking about Google so much in the book is still valid.
Another example of the problem of [potentially] putting all your marketing eggs in one basket ... Google bug cause reviews to drop out of local listings.
59% of Americans click on brands they know in Google results: Survey ... also, nearly half of Americans trust organic results more than paid results and Google remains the most trusted source for information.
And again, again, it never stops ... Google March 2025 core update. And rules change as well ... Google Ads policy update.
In the book I mention the importance of E-A-T, 14 ways Google may evaluate E-A-T is a good guide … but it also shows that SEO isn’t as easy – or quick – as some folk would have you believe.
More on the subject ... E-A-T auditing: How to level up your credibility game
Naturally, just days after the book was published, this happened ... Google doubles up on E with updated search quality raters guidelines (E-E-A-T) - and here's another article, this one with more details ... How Google may identify and evaluate authors through E-E-A-T. And nearly a year later ... Debunking common Google E-E-A-T misconceptions.
The two parts of E-E-A-T Google hasn’t told you about.
Barry Schwartz's list of what is NOT a Google search ranking factor.
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ZERO-CLICK
[April 2023] There is a lot being said about AI-developed content and its impact on SEO - well here's my take. I think that impact will be on zero-click with searches producing more and more SE-developed content ... and that content will be produced by LLMs which will reproduce the content of websites. Furthermore, those websites' owners/publishers will not be compensated [via links] by the search engines.
In the book I suggest that Google was holding the zero-click percentage at around 50% - welllllll, I missed later data from the same researcher that proposed that figure upped it to 65% - around two thirds. In 2020, Two Thirds of Google Searches Ended Without a Click – although note that the research on which this was based does not include the CTR paid links to Google sites.
Google isn’t the only guilty platform to see the value of this strategy; see; Zero-Click Content: The Counter-intuitive Way to Succeed in a Platform-Native World.
More on zero clicks - with Google search study: 25.6% of desktop, 17.3% of mobile are zero-click offering some very different stats to those listed in the book. That said, the research seems to be a bit different. One thing about this research, however, is that the CTR on ads is less than 2%. That seems very low to me.
Nearly 60% of Google searches end without a click in 2024.
As per my comment at the beginning of this section ... 75% of Google AI Overview links come from top 12 organic rankings.
Ex-Google exec: Giving traffic to publishers ‘a necessary evil’ is an article on zero clicks which doesn't use the term.
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Another innovation from Google to keep you on Google - Google Maps adds new store location feature, Locator Plus, Reserve with Google integration, new analytics and more.
A Small Business Guide to Google My Business ... I think there is a reasonable argument that for many small businesses, this could be their web presence.
I’ve included the biggest mystery of Google’s algorithm: Everything ever said about clicks, CTR and bounce rate here as an example of how no one really knows how the Google algorithm works. As if it counts ... I’ve always thought that CTR counted, making it easier to stay in the top spot on a SERP than get to it.
Another version of How Important is The Top Search Result on Google? to the chart shown in the book.
Nothing that's really new in 16 reasons why your page isn’t ranking on Google but it's always good to have a list.
Keyword Research for Product Content
The Search Before the Search: Keyword Foraging.
I’ve put How to do a competitive analysis for local SEO in this section [where local search is covered] but it is relevant to other sections also.
What do you think the Most Searched Consumer Brands in the world in 2022 are? I’m not surprised [I’ve been around a while] but the why still amazes me.
The case of the stealth Google-bomb is about the role of domain names in SEO. You should know most of it if you're to work in SEO. It also kind-of confirms the value of keywords. Find out more about domain names.
YouTube SEO: How to find the best traffic-generating keywords.
Yes, SEO Keywords Remain Important.
SEO: Targeting the Long Tail for More Sales.
Here's a nice - and simply - tip SEO Signals from SERPs.
What Is SEO Writing? How to Be a Better SEO Writer is included in this section as its focus is SEO. However, although it is a reasonable guide to the practice, the article could also be in the section on developing website content and also content marketing. It also offers an insight into the skills, time and application required to get the job right.
I could have put How to attract your ideal customers with quality content in the later chapter on website development, but as it has a SEO focus, I’ve included it here.
Google doesn’t want your AI-generated SEO spam content.
Given the nature of much of this site [this page, for example] Outgoing links: Are they beneficial for your site or not? is something I've taken notice of over the years.
SEO content writing vs. content writing: The key difference.
An SEO’s guide to understanding large language models (LLMs).
This was true in 1996 ... seems it's still true now - 85% of titles feature keywords in Positions 1-5 of Google.
I think this issue - Does HTML structure matter for SEO? - is more important than many folk realise. One thing not covered in this article is that the search engines dislike pages that don't adapt for mobile devices. I found this out for this site and had to accept a PC format I didn't really to meet the mobile requiement.
How to audit your site’s backlink profile Auditing your backlinks is a process that should be part of your regular SEO routine. Here's a guide on how to do it.
I've included How to outsource link building: Benefits and tips to follow not just for the advice it contains, but as another example of the specialized jobs that are out there.
Links are not a top 3 Google Search ranking factor, says Gary Illyes ... 'I think they are important, but I think people overestimate the importance of links'.
Does guest blogging still work for SEO? Pros ... cons and best practices.
SNIPPET
Smile please - Colgate's oral health website
I’m not sure which section using the amazon search engine as marketing belongs in – but as Google may well pick up the Amazon listing, I’ve put it here. Obviously, it’s not for everyone, but for some it could be a really good idea.
Here are a few articles on links that are a bit old - but they will tell you all you need to know. If you take the time to read them all you will come to appreciate that not only is serious link building a strategic concern, but it is very time consuming. However, on the strategic side of things, you will note that some of the suggestions go beyond link building eg developing a competition on your website to encourage links - the competition itself might be considered as a marketing tactic in its own right. In other words, SEO should be a key aspect of the organization's marketing strategy. 50+ More Things Every Link Builder Should Know, 4 Ways to Wash Away The Link Building Hate, 5 Pieces Of Content: 25 Link Ideas, Link to my awesome content, please!, How To Attract Killer Links For E-Commerce Sites and 10 Questions To Ask When Creating A Link Building Campaign does answer some of the basic questions on the issue, and so is useful - however, some of it does seem just a bit creepy to me. Not sure it's the type of job I would enjoy doing every day :)
How to gain value from broken backlinks is perhaps for more serious SEO - but it shows that effective SEO is a full time occupation.
I have to say that I didn't realise this was so big a thing ...‘Link in bio’ platforms: Which is best for SEO?
GO ONLINE *page 91*
Two of the best SEO guides are Search Engine Land‘s Guide to SEO and Ahrefs’ The Beginner’s Guide to SEO.
Enterprise SEO: Lessons from 20 years in the trenches
I’ve put
9 roadblocks to SEO success here rather than in earlier sections because, effectively, it is about strategic SEO.
How to manage and edit your Google Business Profile from Google search.
1 million URLs: How to pivot your SEO strategy when you reach enterprise level
11 enterprise SEO challenges and solutions
How to plan and budget for enterprise SEO
I didn’t mention Negative SEO in the book, but it deserves a mention. I’ve put it in this section as although all websites are susceptible to it, only major websites are likely to be victims. 6 types of negative SEO to watch out for explains what it’s all about and Negative SEO Disavow Lists lets you know the basics.
How one company’s rebrand and domain name change led to SEO disaster details how getting this wrong can mean the end of a business - but in this example the organization failed to follow advice and guides that have been around since the turn of the century.
How to choose an enterprise SEO platform - what you need to know in choosing the right enterprise SEO platform.
7 tips to turn Google’s Search Essentials into strategy covers the key issues.
I could have put SEO and website design: How to build search engine-friendly sites pretty much anywhere on this page - but it's most relevant here.
Beyond SEO: Embracing the future of organic search optimization.
10 simple steps to analyze your brand SERP and build an effective digital strategy is very good ... but remember it is for a brand name - not all key words [though some of the tips could apply to general keyword issues].
Cross-border SEO for Same-language Sites.
I've put How to fix a huge traffic drop after rebranding here as I think
re-branding comes under 'enterprise SEO' ;-)