Natural Search Trends of the Fortune 500: Q4 / 2008


The ongoing research project from Conductor, Inc. (download a copy of the Q3 study here) is the first to systematically track the Fortune 500 brands’ natural search effectiveness over time. The Q4 study analyzes 4.1 million paid keywords, examines the paid/natural visibility correlation, and investigates the effect of more specific ‘long tail’ searches for these brands.

Executive Summary

Several companies have shown strong growth in aligning their natural search visibility with their paid spends, but as a group, the Fortune 500 continues to be largely invisible in natural search.

Key Takeaways of the Study

  • The Fortune 500 as a group spent approximately $51 million / day on 88,792 keywords – yet only 20.82% of these keywords rank in the top 100 natural search results.
  • Large brand visibility is improving throughout natural search results, but even high performers struggle with inconsistent execution across brands.