How Some of the Biggest Brands are Still Missing the Boat on “Search”

From Ad Age

YORK, Pa. (AdAge.com) — If a consumer types a brand name into the Google search box, a home-page link should — and likely will — appear as one of the top listings.

But does the same thing happen when typing in a generic keyword relevant to that business? Say, “home repair” for Home Depot or “gifts” for Harry & David? That depends on how well they’re optimized for Google. And in the case of those two examples, Home Depot and Harry & David website links don’t even make it to the first page of Google, according to a recent study by Covario that evaluated the search-engine optimization health of 100 branded websites.

There are many reasons why a brand might not appear high on Google search. It could be that too many companies are vying to optimize the same keyword, or that a competitor’s linking strategy is more robust, or that the brands simply aren’t buying keyword ads. Covario tested for what it determined were three key indicators of search health: content usage, link strategy and technical construction.

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