Three minutes with Hendrikus van Katwijk: Brand protection SEO strategies
Three minutes with Hendrikus van Katwijk: Brand protection SEO strategies
At Ilkari, we believe brand protection goes hand in hand with strong domain and search strategies. Recently, Ilkari’s Marketing team sat down with Hendrikus van Katwijk, Chief Operating Officer at Brand Legends, to talk about why protecting search visibility is essential for every brand and how emerging technologies are shaping the future of SEO.
Why search visibility matters
Marketing: As COO at Brand Legends, what kind of value do you bring to clients when it comes to search visibility?
Hendrikus van Katwijk (HVK):
“It’s all about protecting a brand’s search presence. We ensure that when someone looks up a client’s brand, they find accurate, trustworthy results. Our approach combines SEO with brand protection — ensuring that competitors, fraudsters, or negative actors don’t hijack that visibility. A strong presence in the search results builds trust and credibility with customers.”
Challenges in brand protection SEO
Marketing: What challenges are companies facing when it comes to brand protection?
HVK:
“One of the biggest issues is competition bidding on brand keywords — we see this happening to the majority of our clients. Other challenges include negative SEO attacks, where competitors create spammy backlinks to damage rankings, or unauthorised use of brand names.
To counter this, we run audits, disavow harmful links, and monitor activity closely. Staying vigilant is the only way to ensure a brand’s reputation remains intact.”
Tech shifts that are reshaping SEO
Marketing: What technology shifts will affect brands the most in the coming years?
HVK:
“The rise of AI-driven search algorithms is the single biggest change. User experience signals, voice search, and video content are becoming increasingly important. Companies can’t rely on old keyword-heavy strategies anymore — they need to adapt to how AI interprets content and user intent.
Voice and video search are also reshaping how people find information. With smart speakers and video-first platforms growing, brands must optimise content for these new mediums.”
The risk of complacency
Marketing: What is the biggest threat companies face when it comes to SEO?
HVK:
“Complacency. The digital landscape evolves constantly. Companies that fail to update their SEO practices or don’t proactively protect their brand online will lose search visibility — and with it, potential business.”
Protecting Brand Legends’ own online presence
Marketing: Since you protect clients’ online visibility, how do you safeguard your own brand?
HVK:
“We practice what we preach. We use our own brand protection strategies to dominate the SERPs for our brand keywords. That way, clients and partners always find authentic, reliable information about us.
We also work with Ilkari to secure country-specific domains, giving us a stronger local presence in key markets. This not only boosts SEO but ensures compliance with regional data protection laws, strengthening trust with clients. Localised domains allow us to tailor SEO strategies for specific markets, improving search visibility and creating a more personalised user experience.”
In today’s fast-changing digital environment, brand protection and SEO are inseparable. From defending against keyword bidding and fraudulent activity to preparing for AI, voice, and video-driven search, companies need a clear strategy to stay ahead.
Learn more about domain and brand protection strategies at www.ilkari.tech/
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