Study: Large companies still stumbling with SEO
New York—Fortune 500 companies spend huge sums on paid search campaigns but generally fail to coordinate these efforts with their search engine optimization search query results, according to a study by search optimization company Conductor Inc.
According to Conductor’s “Natural search trends of the Fortune 500,” while large companies spent some $3.4 million daily on 97,559 keywords in the fourth quarter of 2009, only 25% of these keywords rank in the top 50 natural (nonpaid) search engine results. While still low, this represents an improvement on the 17% of paid keywords appearing in natural search results in the year-earlier quarter.
Conductor, together with research company SpyFu, analyzed 1,732 domains of companies within the Fortune 500 listing for keywords, paid search spending and natural search position.