Fortune 500 companies and their SEO struggles

A recent report published by MediaPost shows that Fortune 500 companies are not syncing their paid search campaigns with their search engine optimization efforts. These companies spend a collective $3.4 million daily on paid search, however, their SEO lags behinds.

The article goes on to say that “53% [of these companies] have no natural search visibility for their most advertised keywords.” While the numbers quoted in show an increase in search engine visibility over the last year, only 25% of PPC keywords rank within the top 50 natural results.

So how important is SEO? Very important.

The synergies between SEO and paid search are well documented, so don’t waste an opportunity. Marketers should take both into account. One of the greatest aspects of planning SEO and paid search together is sharing intelligence. For example, the PPC keywords that convert at high rates should be a top SEO priority. Here are a few more reasons why SEO and paid search should run toghether:

• Appearing in both natural and paid listings adds reputability and continuity to your brand.
• Paid search ads can direct users to specific pages, while SEO typically leads to homepages. The combination makes sure you’re covered.
• SEO and paid search can target users at different points in a conversion funnel.
• It just works better!