Brand Attention study draws direct comparison between Google.co.uk and Google Mobile Web UK FTSE 100 search results

• Google Mobile Web UK search on FTSE 100 company name 97% less likely to deliver branded content results on first page
• Keyword searches on key company descriptors deliver homepage results on first page of Google.co.uk for 13.5% of FTSE 100. This drops significantly to 1.5% on Google Mobile Web UK
• Total volume of branded and non-branded search results on FTSE 100 company names on Google Mobile Web UK is 4% that on Google.co.uk

Research conducted by Brand Attention today reveals a severe lack of Mobile Search Engine Optimisation (SEO) among FTSE 100 companies.

“When inputting a company name into Google.co.uk, the research reveals 7% of FTSE 100 companies’ homepages do not appear in the first page of search results. A startlingly high figure, but low in comparison to 93% on Google Mobile Web UK,” says Howard Furr-Barton, Managing Director of Brand Attention. “With 94% of online users failing to search beyond the first page of results (Forrester Research), this highlights a major visibility problem for the UK’s leading companies.”

90% of FTSE 100 companies have homepages listed as the first search result when searching by company name online, compared with only 5% on Google Mobile Web.

“These huge differences in SEO between online and mobile search engines are due to a lack of compatibility of websites for the mobile internet. Multi-format browsing, which is now a requirement under new W3C compliance, is still not being adopted by the vast majority of FTSE 100 companies,” continues Howard Furr-Barton.

This gap is further exemplified when searching for FTSE 100 companies with key search terms tied to their company description online. On Google.co.uk, 2% of FTSE 100 companies have homepages listed as the first search result, while 13.5% have homepages listed in the first page of results. Compare this to Google Mobile Web UK, and the figures drop dramatically to 0.5% and 1.5% respectively.

“Results on Google Mobile Web UK are predominantly news-led as a result of major media brands being quick off the mark to adopt mobile internet standards. Only 3.5% of FTSE 100 companies have any sort of branded content appearing in the first 100 mobile search results when searching under key search terms,” adds Howard Furr-Barton. “Whilst FTSE 100 companies generally monopolise the first page of search results on Google.co.uk with branded content, they are not guarding their profile and reputation effectively on Google Mobile Web UK.”

“FTSE 100 companies have little or no online presence on Google Mobile Web UK. Companies should be future proofing their websites to enable compatibility, as well as compliance with W3C standards. Simple changes to websites to make them compatible can have a dramatic effect on SEO positioning on both Google.co.uk and Google Mobile Web UK,” advises Howard Furr-Burton.

When comparing the volume of branded and non-branded search results on FTSE 100 company names, Google Mobile Web UK delivers only 4% of that found on Google.co.uk. An average of 70,000 in comparison to the 1,600,000 total results returned online.

“The sheer difference in total volume of search results between online and mobile also presents a strong opportunity for brands. With few web pages achieving compatibility, optimising company branded pages for mobile can ensure they appear even more prominently than they perhaps would online. Ensuring strong brand positioning in a medium that is set to explode in the coming months.”

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Editor’s notes

About the Research
The research was conducted by Brand Attention from 19 February to 13 March 2007. Key word search results are based on the average results from two key words for each company.

About Brand Attention
Brand Attention is a London-based Search Engine Optimisation (SEO), Brand Protection and Mobile Search specialist, offering tailored solutions that make a tangible difference to businesses.

Brand Attention works with companies to identify where their website traffic comes from and how to maximise that traffic flow, with online and mobile solutions covering SEO, PPC management, traffic analysis, website functionality and usability. Brand Protection also monitors, and takes action on, illegal online activity which affects the brand reputation of a company.
www.brandattention.com

About W3C compliance
The World Wide Web Consortium (W3C) is the main international standards organization for the World Wide Web (W3). The World Wide Web Consortium (W3C) develops interoperable
technologies (specifications, guidelines, software, and tools) to lead the Web to its full potential. W3C is a forum for information, commerce, communication, and collective understanding

Contact:
Angela Graham
immediate future Ltd
Tel: 0845 408 2031
Fax: 0208 549 2605

Published on: 12:00AM on 30th March 2007