The release of the 2023 Diversity in SEO Report by Viaduct Generation has revealed the lack of Black-owned businesses visible in the Search Engine Results Pages (SERPs).
The report's findings shed light on a critical issue that demands urgent attention and rectification in industries such as Automobile, Baby care, Beauty, Electronics, Events, Health and Fitness, Home, Pets, Retail and Travel.
Furthermore, the report exposes a disheartening trend as it reveals that only 10 Black leads could be found in all 10 industries studied, marking a marginal 3% increase compared to last year. This starkly limited presence not only raises concerns about the representation of Black-owned businesses, but also highlights the pressing need for systemic change in SEO practices to rectify this underrepresentation.
Fabio Embaló, CEO of Viaduct Generation says, “I’m so proud of the work that we do at Viaduct Generation to highlight the digital gap in the SERPs - it’s vital that we keep these records to keep the industry accountable and to not repeat the systemic issues that exist in the physical world. My callout to fellow agency owners is to look over your client roster and make proactive efforts to ensure that it reflects the diversity of society we live in.”
As the internet remains a vital gateway for business success, addressing this lack of representation isn't just a matter of equal opportunity—it's a matter of economic and social justice. The report includes several suggestions so that there can be a change moving forwards.
You can download the full report here.
