You probably wouldn’t be surprised to find that enterprise companies with thousands of employees—the Slacks, Mondays, and Canvas—have more organic traffic to their websites than, say, a pre-seed startup with a small team of 20.
Now, what would you say to this question:
“Why do these larger companies generate more traffic through search than their smaller counterparts?”
I know what you’re thinking:
But what kind of marketers would we be if that’s where the questions stopped? After all, there are quite a few more questions we could ask from the initial line of question. Things like:
- What is the relationship between company size and organic traffic?
- Are there any mediating factors that cause this to be true?
- How is this trend represented across SaaS and other industries?
- Are there any outliers or counter examples to this point?
As a part of our 2022 BRICK report (stay tuned 👀), we decided to take a look at the first of those questions.
During our study of 442 B2B tech companies to quantify marketing excellence, we collected over 50 different data points relevant to both marketing and financial success. Naturally, organic traffic and employee head-count were two of those data points.
Isolating these two points and running them through our BRICK algorithm, we confirmed our hunch about the obvious nature of the relationship between company size and organic web traffic.
The box plot below, comparing company size by employee headcount with organic web traffic, suggests that organic traffic grows exponentially as B2B tech companies progress from startup stage through to enterprise level in terms of size. (The graph below compares company size with the log of web traffic so the numbers all fit easily on one graph.)
Companies With More Employees Have Exponentially More Organic Traffic
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