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Opinions expressed by Entrepreneur contributors are their own. Companies employ search engine optimization (SEO) because they want to improve their presence in online searches. However, the truth is that for larger brands — and especially national brands — SEO has little to do with why brands may appear in first-page search results. The central value proposition of SEO can be misleading or at least misunderstood. Knowledge panels, social accounts, Wikipedia and job review entries are all critical parts of your digital presence. Along with your website, they're the first things that consumers, investors and even journalists will see when they search for your brand. Yet, despite having greater visibility online, they're not particularly impacted by SEO — especially for direct brand searches. To understand why this would be, let's look at the key components of your digital presence that SEO can help with — and then dig into everything else. Related: SEO Isn't Just About Li...

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