Most enterprise SEO Centers of Excellence (CoE) fail for a surprisingly simple reason. They were built to advise, not to govern.
On paper, the idea of an SEO CoE is appealing. Centralized expertise. Shared standards. Training and enablement. Documentation that can be reused across markets. In theory, it should bring order to complexity.
In practice, it rarely does.
Most SEO CoEs operate without any real authority over the systems that determine search performance. They publish recommendations that teams are free to ignore. A CoE without governance…

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