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In a recent study conducted by Conductor, Inc reveals that although Fortune 500 companies spend a massive amount of online spend on paid search, their organic search results perform very poorly.
Key Takeaways
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The Fortune 500 as a group spent approximately $3.4 million per day on 97,559 keywords – yet only 25% of these keywords rank in the top 50 natural search results.
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Only 2% of the domains (not companies) surveyed showed a significant number of their terms in the top results. All of these positive domain scores were offset by other owned domains with significant visibility issues.
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15% of Fortune 500 companies studied showed mid to strong presence for their most advertised keywords.
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32% of Fortune 500 companies have low to mid presence.
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53% of Fortune 500 companies have no natural search visibility for their most advertised keywords.
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Fortune 500 natural search visibility decreased with longer search queries.
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68% of keywords were found on a landing page (e.g. www.amazon.com/cellphone) versus a top level domain page (e.g. www.amazon.com).
