New Report Suggests That Businesses Are Not Making The Best Of Optimisation

A new report created by New York based search optimization consultancy Conductor looked at natural search visibility of highly regarded organizations. These were American organizations present in Internet Retailer’s Top 500 Guide, but it would be natural to consider that similar trends would occur for British organizations. The report was attempting to compare the effectiveness of natural search engine positioning efforts with pay-per-click spending.

The baffling results from the research show how poorly these successful and supposedly internet aware organizations are performing in terms of natural search listing. 93 percent of organizations of the Internet Retailer’s Top 500 are not ranking above position 50 in natural search results. These same organizations are spending over one million dollars per day to encourage nearly 90,000 keywords yet only one third of those keywords appear in the top 50 natural search results. Nearly one fifth of those organizations are making large payments to market keywords that do not rank organically.

These results highlight how much can be expended on pay-per-click advertising when some real benefits could be made at lower cost by using search engine optimisation. For smaller organizations a lack of knowledge of what search optimization involves is no surprise. However for organizations that have successful web presence, including some that are only web based without traditional trading facilities, not to be making use of optimization skills to increase the natural search engine positioning is unthinkable, especially when competition from rival organizations for paid keywords is increasing.

There may be a conviction with these organizations that bought advertising can attract potential clients more quickly than a long-term method such as search optimization. This is why engaging a specialist search engine optimisation consultancy can be worthwhile, so that the consultants can explain how the method works. The fact that so many organizations are spending so much to market keywords that do not rank organically shows a lack of understanding of how keywords should be managed. The greatest concern about these cases where the keyword with no natural listing is that it cannot appear meaningful enough to the search engines in the content of the chosen page. There are several reasons for this problem. One is that the page content is written in a manner that the search engines find difficult to index, such as using images without explanatory descriptions. Another problem is content that can be indexed but is poorly written. Search engines are becoming cleverer all the time, but producing content that is meaningful will aid the indexing. When the best keywords have been chosen and located sensibly on the required pages, the off-line promotion of those keywords can begin to increase the natural listing.

Enterprises also need to be reminded that some potential clients will always ignore paid advertising, especially when performing a search. Many clients choose to rely on the natural listing even though there could be a suitable result in the sponsored entries. If there is no effort being made to increase the natural listing, your enterprise’s website may never attract potential clients.

Even organizations that one would expect to be more aware of the benefits of search optimization to increase natural search engine positioning seem to be failing to make the best of it. A good reason for any organization to engage a specialist search engine optimisation company.