More Opportunities in SEO Than PPC?

Conductor recently conducted a report regarding search trends and Fortune 500 companies. As Seth Dotterer of Conductor tells WebProNews, the company did the report to determine where it is that Fortune 500 companies are spending their money.

They found that these companies are spending a lot of money on paid search. Interestingly enough, they are not investing in natural search despite the many opportunities there.

In the report, Conductor looked at 6.7 million keywords and found that only 2 percent of the companies involved showed a significant percentage of keywords in the top 30 results. In other words, these companies are spending millions of dollars daily on PPC and yet only 2 percent showed up in the top 30 results.

The report also found that more than 50 percent of the companies were not showing up at all. In reality, Dotterer says that these keywords would be found if these companies ranked in organic search. In addition, the companies would not have to spend as much for natural search.

“As people started to get more and more specific about what they were searching for, Fortune 500 tanked even further,” adds Dotterer.

In the end, natural search has many opportunities that PPC does not. In addition, companies could save a lot of wasted money by investing some of their time on the organic side of search.

Are you utilizing the opportunities natural search provides?

Leveraging Natural Search

Since there are now so many different ways for people get to websites, natural search has become increasingly difficult over the past few years. Seth Besmertnik, the CEO of Conductor, talked about this idea with WebProNews and explained what search marketers need to do to leverage the changes.

In past years, SEO focused on content and keywords. However, when Google came along, the game changed. Google introduced links in relation to content and more.

Today, organic search is even more complex with personalization, real-time search, social media, and other new features popping up rapidly. As a result of the complexity, Besmertnik emphasized the need to have a scalable infrastructure that tracks everything.

He said this is critically important for businesses that want to compete in natural search. In addition, businesses that want to find synergies between their marketing efforts need to make sure they make the most of one area before they add more and complicate matters.

Besmertnik used the analogy that “you have to have bricks before you can build a wall.” Ultimately, companies will not be able to successfully blend efforts until each is established.