Brightedge's latest study, released in Monday, shows

On-Demand search engine optimization (SEO) service Brightedge's latest study, released in Monday, found that most companies did not optimize their Twitter or Facebook pages to improve their rankings in search results.

Brightedge A survey of the extent of social media participation in the top 200 brands of Fortune's top 500 companies, and found that nearly 100% of companies ranked first or near the top in search results for their sites, but in the same enterprise search, Brightedge found that 70% of the Twitter or Facebook pages did not appear in the top 20 search results.

For example, if you search for Nike, you won't see Nike's Twitter or Facebook pages on the home page of Google's search results. But if you search for Macy's in Google (Macy's), the retailer's Facebook page will appear in the sixth place. How does Macy's improve its Facebook page search results rankings?

Albert Grouyet, vice president of Brightedge product marketing, says this sometimes has to do with the subtitle and related descriptions of social media pages. If you take a closer look at Macy's Facebook page, you'll find that the subtitle is "Retail and consumer products." By contrast, Nike's Facebook page subtitle is "localized"-Grouillette that the subtitle is less than ideal on-demand search optimization for the brand.

Of the top 200 brands in the Fortune 500 list, about 68% of the Twitter accounts did not appear in the top 20 search results in Google's rankings, according to Brightedge, about 71% Facebook page did not appear in the top 20 Google search results. In addition, Brightedge has never found an association between the number of friends or followers and the search rankings.

For example, the Facebook page of a well-known photographic equipment brand did not appear in the top 20 search results, although the company's number of fans reached 160,000; instead, a car manufacturer has only 17,307 fans, but its Facebook page search rankings appear in the top ten.

Brightedge also analyzed the use of social media across industries, and found that retailers were most successful at optimizing social media pages. Of the 23 retailers on the Fortune 200 list, 13 Twitter pages are among the top 20 search results. The industry that currently optimizes social media efficiency is the financial and insurance industries.

Of the 43 financial and insurance companies on the Fortune 200 list, only three Twitter pages are among the top 20 search results. More and more consumers are looking for news, coupons, customer service and other information through corporate Facebook and Twitter pages, so it becomes increasingly important for companies to take steps to make sure these pages are easy to spot. Breeze）