The world’s biggest companies are failing at more than their profit performance these days. A new report from SEO measurement company Conductor finds that organic search results from the Fortune 500 would hardly rate a good MBA project. In fact, the report says “as a whole, the group is still doing a very poor job of ensuring that their ‘money’ keywords are represented in natural search.” It found that only 20.82 percent of Fortune 500 keywords rank within the top 100 search results, as measured during the fourth quarter of 2008.
The lesson Fortune 500 companies are learning is that paid search buys exactly that: paid results. The Fortune 500 as a group spent approximately $51 million per day on 88,792 keywords with relatively little to show on organic results, according to the report. And many of those keywords were consolidated in a few industry verticals and in a handful of companies.