Firms need search placement

Some of the UK's largest firms are losing online custom because they do not understand consumers' web-search habits, according to search marketing specialists mSearch and The Search Works, formerly known as WSPS.

Both firms warned that most FTSE 100 companies do not appear on the first page of web search returns when industry-specific terms are entered, and that low positions on the returns would cause them to miss business opportunities.

Nick Hynes, chief executive at The Search Works, said that though some industries have a good understanding of consumers' search techniques many have not and are not optimising their online search positioning as a result. "There has been an evolution in how people search, they have gone from one-word searches to phrases such as 'cheap flights to New York'," commented Hynes. "If you don't appear on the first page of their search returns you won't get the custom."

Richard Collins, chief executive of mSearch, said in a statement, "The UK's top 100 firms are failing to employ effective search engine marketing techniques. Being able to find what you are looking for is a basic function of the internet, and FTSE 100 firms should definitely be in Google?s top 10 listings."

For its tests, mSearch took a generic keyword for each of the FTSE 100 firms and searched for it on Google. More than 75 percent of these firms failed to appear in the top 10 listings. For its study, The Search Works used a similar method, searching for the terms,'travel', 'insurance' and 'bank', and found that two-thirds of these leading firms did not appear on the first page of results.

Firms have to bid to get their names listed high in relation to keywords on paid-for search returns. Hynes said that without some sort of bid-management tool, firms would struggle to get the best value for their spending.

Last week, The Search Works released a new version of its BidBuddy tool, which now includes links to Google via an API. Hynes said that by using this companies would have a clear view and a single interface through which to manage their keyword bidding across all the major search companies.

See also:

Search engine marketing takes off

Sector to enjoy 65 per cent boost this year, reports analyst  17 Mar 2005

Discounts for directory advertising

Price sweeteners for online listings  03 Nov 2003

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