There is much debate today as to whether or not the end of the corporate website is near, or perhaps has already come.
Global brand leaders like Coca Cola, IBM, American Express and so many more have turned their attention to building communities based upon providing useful information, engagement and building a sense of community for visitors that has never been felt on a traditional corporate website.
Nowadays readers have so many options and their first destination is rarely a branded site, unless of course we are talking Google or to a lesser extent Bing. According to one study more than 74% of people turn to Google to start their information gathering. By the time you add in a few lesser-used search engines it is hard to believe that 80+ percent of people don’t hit search first. Meaning that less than 1 in 5 people immediately go to a defined URL.
Ultimately where the user ends up going will be the first few search results. According to a Search Engine Watch study 84% of people will wind up clicking on the first five links meaning that you are pretty much dead in the water if your formula for site traffic depends on being in the top 5 of any competitive keyword search (or any search for that matter)