One SEO professional was concerned about their site dropping from #1 all the way out of the top 100. This occurred after years of perfect ranking for their particular brand name.
It just so happens that their brand name is the same as a biblical story. This ended up being a confusing brand name.
They competed with Wikipedia on occasion, but now they are simply gone from the top results. They are still able to advertise somewhat, but they are concerned about getting their previous ranking back.
John explained that if they have a brand name that is confusing, and might actually sound like something else, then it is very hard for Google to understand when someone is searching for that term – if they actually mean that specific website, or if they are searching for some other content.
If Google can’t recognize that people searching for something are actually meaning something very specific with a particular term, then things can actually be pretty hit or miss regarding whether Google will start showing a particular website.
He expounded by saying that he does see this as a very common practice. People will create a brand that will be focused around their keywords – such as “best car insurance.”
But, John said, just because the company is called Best Car Insurance does not mean that Google is going to show your website as the number one result for people who are actually searching for that term.
This happens at approximately the 28:03 mark in the video.