Big Companies Lag Behind in SEO
Via Search Engine Land, there is a very interesting study that has been released by Conductor, an analytics shop out of New York. In it, they describe how the companies in the Fortune 500 are woefully behind on SEO, with a mere 28% registering anything resembling a presence when it comes to natural search. Ouch.
What is bad for them is another company’s opportunity: what better way to stick to the man than develop a web presence that beats the big boys down, especially as more and more consumers look to the web as their main source of information?
While the Fortune 500 have plunked down about 10 billion dollars on paid search, they are woefully behind on natural search, which accounts for a good deal more traffic than search ads. In fact, only 11% of the search engine spend is on natural search. This is radically lopsided considering the advantage natural search has over paid search in terms of clicks.
Conductor did not pull any punches.
With very few exceptions, our research found that Fortune 500 companies are doing an extraordinarily poor job of ensuring that their ‘money’ keywords are even moderately well represented in natural search. In fact, as a group, the Fortune 500 got a ‘D-‘, scoring a measly 63.03. Only 28% of the companies in the study received a passing grade–with only 8% scoring a B-C.
Paid search is effective and easily measured, but there’s a lot still left to be gained by improving natural search. It’s only a matter of time before the Fortune 500 figures it out, so best to get in on the ground floor while there’s still room.
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