Nearly all major brands ‘ webpages incorporate search engine optimization tactics, but only 30 percent incorporate that same logic into their Facebook pages.
So declares a press release put out by BrightEdge, which sells software for boosting SEO across the enterprise. The company reviewed the top 200 brands and found that almost all of their websites show up at or near the top of Google search results for their names, but 70 percent didn’t have Facebook or Twitter pages in the top 20 results.
More specifically, 71 percent had Facebook pages that did not appear in the top 20 results of a search for the specific brand name, while 68 percent had Twitter accounts that didn’t rank in the top 20 results. Most experts agree that people don’t click past the first 10 results for anything they search for on the web — hence the need for search engine optimization techniques to capture more traffic.
Retailers proved to be more effective at optimizing their Facebook pages for search results than any other industry, while financial services companies show the least proficiency in this. But having a large number of fans or friends doesn’t translate into SEO: BrightEdge couldn’t find a consistent correlation between the number of people who like a page and how it ranks in search results.
Obviously, BrightEdge wants brand managers to consider these findings an argument for turning to the vendor’s SEO solution, but the fact of the matter is that the idea of applying this logic to pages on social media sites is still considered relatively new. We’d expect to see very different numbers if this same survey were conducted a year from now.
Readers, what do you think of BrightEdge’s findings?