Fortune 500 companies fail to link PPC and commercial copywriting

Thu 18th of February 2010, filed under Copywriting

Paid and organic search shortfall

Fortune 500 companies are failing to coordinate paid and organic search strategies, suggesting that PPC and commercial copywriting divisions need to work more closely together.

Natural Search Trends of the Fortune 500, a report from SEO specialist Conductor, has discovered that America's biggest businesses collectively spent about £2.1 million daily on PPC keywords. However, only 25 per cent of those paid keywords also appeared in the top 50 organic results on search engines like Google, Bing and Yahoo in the last quarter of 2009. This is actually a small improvement on a year earlier when the figure was just 17 per cent, reports Online Media Daily.

Majority miss top 100 ranking for natural search

Furthermore, the majority of Fortune 500 companies made almost no impression whatsoever on organic search results. The report claimed that businesses did not rank inside the top 100 natural search results for 52 per cent of the PPC keywords they paid for.

Nathan Safran, senior research analyst at Conductor Research, was surprised by the findings. "Since they spend all that money on paid search keywords, you would expect these companies would want the keywords in natural search to correlate with investments on the other side and make them as visible as possible," he said.

Many online marketing experts concentrate on paid search at the expense of natural search. Paid search, which typically takes the form of sponsored PPC links at the top and right-hand side of search engine results pages, is an important lead generator. But natural SEO, which commercial copywriting divisions can push through relevant content and links, can also drive significant levels of traffic to websites.

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