Research
Report:
Fortune
500
Natural
Search
Trends
|
3
© Conductor, Inc.
Key Takeaways
•
The Fortune 500 as a group spent approximately $51million / day on 88,792 keywords – yet only 20.82% of these keywords rank in the top 100 natural searchresults.
•
Large brand visibility is improving throughout naturalsearch results, but even high performers struggle withinconsistent execution across brands.
•
Only 1.41% of the domains (not companies) surveyedshowed significant number of their terms in the topresults. All of these positive domain scores were offsetby other owned domains with significant visibility issues.
•
10.14% of Fortune 500 companies studied showed mid-to-strong presence for their most advertised keywords
•
41.69% of Fortune 500 companies have low-to-midpresence
•
46.76% of Fortune 500 companies have very low ornon-existent visibility for their most advertised keywords
•
Fortune 500 natural search visibility decreased withlonger search queries
Executive Summary
This study aims to measure the maturity of natural searchefforts in comparison to the pay-per-click spending of theFortune 500.In search results, natural listings comprise the majority of clicks, with some studies showing over 75% of all activityoccurring in the natural space.
1
While companies cannotdirectly purchase these natural search assets, they do have theability to control the variables that lead to improved ranking, aprocess referred to as search engine optimization (SEO).Several companies have shown strong growth in aligning theirnatural search visibility with their paid spends, but as a group,the Fortune 500 continues to be largely invisible in naturalsearch.
1
MarketingSherpa, Benchmark Guide 2007
“Fortune
500
companies
still
continue
to
be
largely
invisible
in
natural
search.”
Leave a Comment