Matt McGee at SearchEngineLand.com recently posted Study: Fortune 500 Doesn’t Get SEO. The report suggests that a majority of Fortune 500 companies rank extremely poor in natural search for keywords that they heavily advertise on.
"With very few exceptions our research found that Fortune 500 companies are doing an extraordinarily poor job of ensuring that their ‘money’ keywords are even moderately well represented in natural search."Does this mean small and mid-sized companies have found a way to compete with - and outperform - the corporate giants? In fact, the internet has leveled the playing field for companies of all sizes has been around for over a decade. Many have considered natural search as the great equalizer for years, also.
- Natural Search Trends of the Fortune 500 Q3-2008, by Conductor, Inc.
But consider this: poor performance displayed by these large, sucessful companies is not necessarily due to incompetence. I can think of one specific reasons that may explain the lack of visibility among large companies: lack of trying.
IMO, there is room for interpretation because of the 'money' keywords this report focuses on. Forture 500 companies are spending money on these keywords with excellent results using search engine marketing, which provides much more controllable, trackable, and immediate results than natural search.
And that would mean only one thing. Beware small and mid-sized compaines. Once the Fortune 500 underperformers wake up and reach into their wallets to allocate the funds and resources to natural search optimization, we all may catch it right in the SERP.
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