Fortune 500 are search laggards but pay for the Internet
Natural search of Fortune 500 companies
According to the report from Conductor, a New York-based search/analytics agency, the visibility of the Fortune 500 companies in natural search is extremely limited for these keywords they have the most interest in paid search as reported by SearchEngineLand.
You can get a copy of the report here.
According to Conductor the Fortune 500 companies have:
- Limited presence in natural search: 28%
- A low or mid presence in search results: 20%
- A low or non-existent visibility for their most advertised keywords: 72%
Thus the Fortune 500 companies are scoring badly in SERP (Search Engine Results Page).
The large companies are paying for the Internet services thanks to their advertising spending and the small to medium sized companies get listed in the search results for free.
Fortune 500 laggard reasons
Large companies offer and support many products or solutions creating internal competition between their own products for interest from the Search Engines.
It is not only many the offering but also the multiple of audiences to address, the multiple languages in many countries and the hierarchical problems.
Additionally there is the problem of regulations from the SEC (Securities Exchange Commission) for public traded companies limiting as what they can disclose or not, slowing down all communication processes and opportunities.
On the other hand small to medium sized companies have a limited number of products or solutions that much easily promoted to the search engines.
Thus the large companies get outranked in search through their own distributors and resellers.
As the Internet and the search algorithms change frequently, the larger companies have problems adapting to these new rules of the game, whereas smaller companies can react quickly thanks to the short decision lines.
This seems like the survival of the fittest (Herbert Spencer): The natural selection (Darwin).
Blogging and posting comments
Moreover the smaller company can:
- Have the CEO write a blog that increases presence on the Internet.
- Post comments on other blogs that generate interest and links.
A Fortune 500 company will:
- Have problems editing the blog as they have too many issues with the communication and who will take credit or liability?
- Not be allowed to post comments on any blog as it takes to much time to get approvals in order to participate in the conversation.
Advantage: small and medium companies
The small and medium sized companies take advantage of this fact and should be grateful that the Internet is paid by the larger companies through the paid advertising, for the keywords the smaller take advantage of.
For the first time in history a smaller company can beat a big company in the media, still they need to acquire and prove trust.
As Seth Godin wrote this summer: “Small is the new Big”
Are large corporations doomed due to the Internet, management and legislations?
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