Should Enterprise Brands Build Their Own Ranking Algorithms in 2022?





Blog Date

June 5, 2024


UK, Manchester

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Should Enterprise Brands Build Their Own Ranking Algorithms in 2022?

Should Enterprise Brands Build Their Own Ranking Algorithms in 2022?

You know, I’ve always been a bit of a tech nerd. Back in the day, I spent countless hours tinkering with my Commodore 64, trying to learn BASIC programming. I’d sit there, hunched over the keyboard, renumbering my lines of code by hand – only to realize there was an automatic renumbering function that I had somehow missed. Ah, the joys of learning a new skill!

Fast forward to today, and I find myself in a similar position, but this time it’s not BASIC, it’s the world of enterprise SEO and ranking algorithms. As the CEO of an SEO agency in Manchester, UK, I’m constantly thinking about how to help our clients navigate the ever-evolving landscape of search engine optimization. And one question that’s been on my mind a lot lately is: should enterprise brands build their own ranking algorithms in 2022?

It’s a fascinating topic, and one that’s been the subject of much debate in our industry. On the one hand, the thought of having your very own custom-built ranking algorithm sounds like the Holy Grail of SEO. Imagine being able to fine-tune every factor, every signal, every tweak – all to ensure your content rises to the top of the search results. It’s the stuff of SEO dreams!

But on the other hand, there are some serious challenges and considerations to keep in mind. Building a robust, reliable, and scalable ranking algorithm is no easy feat. It requires a deep understanding of search engine technology, a massive amount of data, and a team of highly skilled data scientists and engineers. Not to mention the ongoing maintenance and updates required to keep pace with the ever-changing search landscape.

So, as I’ve been pondering this question, I’ve been drawing on my own experiences – both as a tech-savvy individual and as a leader in the SEO industry. And I’ve come to the conclusion that the decision to build your own ranking algorithm really comes down to a few key factors:

The Size and Scale of Your Enterprise

If you’re a massive, global brand with a colossal online presence and an equally colossal budget, then building your own ranking algorithm might just be a viable option. After all, the bigger you are, the more data you have access to, and the more resources you can pour into the project. Companies like Google, Amazon, and Facebook have all built their own proprietary ranking algorithms, and the results speak for themselves.

But for smaller, more localized enterprise brands, the cost and complexity of building your own algorithm might be a bit too much to take on. In that case, it might be better to focus your efforts on understanding and optimizing for the existing search engine algorithms – like those used by Google, Bing, and others. After all, they’re the ones with the real power when it comes to organic search visibility.

Your Internal Capabilities and Expertise

Another key factor to consider is the level of technical expertise and resources you have access to within your organization. Building a ranking algorithm from scratch requires a diverse team of highly skilled individuals – from data scientists and machine learning engineers to SEO experts and content strategists.

If you have that kind of talent on hand, great! But for many enterprise brands, that level of specialized expertise might be hard to come by. In that case, you’d either need to invest heavily in upskilling your existing team or bring in outside consultants and agencies to help you get the job done.

The Potential Payoff and ROI

Of course, the final piece of the puzzle is the potential payoff and return on investment. Building your own ranking algorithm is no small undertaking, and the costs can quickly add up. So you need to be confident that the benefits will outweigh the expenses.

For some enterprise brands, the opportunity to have complete control over their search visibility and to potentially gain a significant competitive advantage might be worth the investment. But for others, the cost and complexity might simply not justify the potential payoff.

Ultimately, it’s a decision that each enterprise brand will need to carefully weigh and consider. And it’s not one that should be taken lightly. After all, as I learned the hard way with my Commodore 64, sometimes the path of least resistance is the best way forward.

But hey, that’s just my two cents. What do you think? Should enterprise brands be building their own ranking algorithms in 2022? I’d love to hear your thoughts!

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