You can still have good external visibility. What matters is not being number one. What does matter is getting onto somewhere in the top three search results and then working from there. Of course, the higher the better. But the difference between page 100 and page 1000 of search results is a moot one.
A side interest for the organization’s publics is an overall concern about health, as the front page of the website has links to articles about supplements, dieting (a huge online interest – just Google the word ‘diet’ and you get nearly half a billion hits), and rating coffee house foods.
A nonpublic public is “a group that does not share any issues with the organization and no real consequences exist to or from the organization.”
A latent public (also called an inactive public) “shares an issue with the organization but does not yet recognize this situation or its potential.”
An apathetic public “faces an issue, knows it and simply doesn’t care.”