I have been working for a luxury jewelry company for the past 1.5 month, taking on the massive duty of heading up their SEM division inhouse, by myself. So to say I have a few questions is an understatement.
BUT, the main problem is that the company's site, which used to rank on page 1 for its brand name, now ranks on page 4 (up from page 7) for searches of its brandname, as well as searchers looking for the domain itself. Now, just to give you an idea, the site itself does not currently have many inbound links pointing to it (our old blogger site used to be the top result for brand name searches, likely because it had a significant number of links pointing to it from other reputable blogs), and those that do are most certainly of bad quality.
From what I have been told, there may or may not have been a link package bought and installed by the person who previously held my position, which would make sense as around the time their site plummeted off the first page was roughly when Penguin went into effect. However, these links were apparently removed from the site--as I have ascertained using every tool from SEO Powersuite to Hubspot's Page Grader to SEOMoz's tool--and I have set about whittling down over-sized title tags, fixing broken links, and increasing the site's content.
But, even though I realize that backlinks can account for as much as 85% of Page Rank and there are substantial issues with the site that I am fixing, it completely confounds me as to why a site that has its brand name in the title tag and content of almost every page would not appear on page 1 for its own brand name. Any insight into what I could be overlooking or just helpful advice on how to turn this situation around would be beyond appreciated. Thank you!
And to add a little bit more mystery to this case: I just checked Baidu.com and a search for my brand name brought up our site on the top of page 1 of the SERP, but none of the big three stateside are showing us ANY love.