almighty_monkey - 3:08 pm on Oct 26, 2011 (gmt 0)
Speaking on behalf of someone who SEO's 'Big Brands', but hasn't always, I'm not convinced Panda or any other part of the algorithm is any different for them than anyone else. We build links, we see rankings rise at the same rate, it's no different....well, the only difference between SEO'ing a brand and SEO'ing a one man startup's website is that there is already a strong domain-wide link profile in place, so we have a head start when chasing a keyphrase.
You want to know what the biggest advantages Brands have? A PR team.
PR Teams may not be trained SEO's in the technical sense, but every one I work with knows the value of a link, and they are (usually, some are rubbish) guided by SEOs as to what anchor text to put in there. So, they get anchor text optimised links from Newspapers, TV channel websites, magazine sites and the like. Obviously, we all know how valuable those are, on any measuring stick you can choose to make that judgement.
As ever, if you want to outrank a page, you need to have a better onsite content and better offsite metrics than the pages that are currently there. And if you want to have better metrics, you need to be matching or exceeding the effort of the people currently ranking. That's always been the reality of SEO. If your bumping up against a brand and you can't make the investment to compete....I'm afraid that's the reality of business, and has been since the dawn of time.