Despite the metrics and information available to optimize search engine optimization, Fortune 500 companies continue to struggle with the medium. According to the Conductor Research Q4 2009 report only about 25% of Fortune 500 keywords rank amongst the top 50 natural search results. The report further indicates that Big Business isn’t linking paid search keywords to SEO campaigns.
This is the second year in a row that Conductor Research has outed Fortune 500 companies as behind in keyword search. According to a 2008 study only 8% of Fortune 500 company search campaigns showed a ‘mid to strong presence’.
Together, these businesses spend millions each day on nearly 100,000 keywords. Why, when small and medium sized businesses are succeeding are the Fortune 500 brands disconnect with search?
• More than 50% of Fortune 500 companies had nearly zero search engine visibility
• 32% had ‘very low’ search visibility
• 14.6% had ‘low’ keyword search visibility
• Only 25% of companies show up in the Top 50 natural search listings, an increase over 2008′s 17%
So, why is Big Business failing at natural search? Some suggest that it is more difficult for big business simply because they don’t spend the time to better organic listings. Unlike paid search, Fortune 500′s cannot buy their way to the top. Still it would seem simple for these industries to pay for quality content and then structure the data included on-site for optimization purposes.