FOR IMMEDIATE RELEASE
Report finds Top 100 Kiwi company websites are a waste
Shock New Zealand survey reveals how firms are 'sabotaging' their own
ability to be found on the Internet
Christchurch, 23-Jul-03 - Respected search optimisation company Web Rank
has today launched a study on the search engine compatibility of the
websites of the country's leading organisations.
The study reveals that every website belonging to our top 100 businesses
contains significant design flaws that make it harder for them to be
found in search engines, thereby negatively impacting the potential
revenue of the organisation.
"In designing their sites as they have done, nearly all of New Zealand's
top performing companies are sabotaging their own ability to be found by
their target market(s)," says Director Kalena Jordan.
Most Internet users rely on search engines to find product and service
providers. Unless they know the exact website address (URL) or search by
the company or brand name, they will try to find what they are looking
for by using keywords that describe a product or service's features,
benefits or attributes.
Web Rank's extensive analysis, which is available at
www.webrank.biz/Top100NZ.htm, reveals where major New Zealand
corporations have overlooked search engine visibility in designing their
websites. The report also advises how these websites can be improved to
help potential customers find their sites easier and increase business
Amongst the many findings, the report revealed that:
- Every top 100 Kiwi company website had defects that hindered their
ability to be found in search engines,
- A quarter could not be found for their chosen search terms in
either US or New Zealand search engines
- 34% are not listed in popular New Zealand search engines,
- Almost a third are not listed in popular US search engines, and
- One-in-eight use techniques that could get their site penalised on
search engines for "spamming."
The authors say it is amazing that firms may spend hundreds of
thousands of dollars on website design and related marketing, but that
they often overlook search engine compatibility.
"What is the point of paying so much money for a web site that will
never be found?" says Ms Jordan.
Why is search engine optimisation important?
Search engine compatibility is loosely defined as employing design
elements that help search engines index a website and "understand" it's
relevance to a search query. To make a site more compatible with search
engines Web Rank, and other Search Engine Optimisation (SEO) experts
correct design flaws and implement techniques to ensure a website
attracts highly relevant, targeted traffic via those engines.
"Search engine optimisation is the technique of attaining a higher
ranking in search engines and directories for relevant search queries,
via changes to a site to make it more search engine compatible,"
UK studies by Forrester Research show that four-fifths of people find
websites by using search engines. According to Australasian market
research firm, RedSheriff, four of the 20 most popular New Zealand
websites are search engines. In addition, 55% of online purchases in the
US are made on websites found through search listings.
How to improve the search-ability of a website
Every effective website should include within the HTML code for each
page a TITLE Tag, a META Description Tag, a META Keywords Tag and
text-based content. Search engines rely on this information to determine
how relevant a website is to any given search query.
These elements are often overlooked by webmasters, or are too short and
generic to be effectively picked up by many search engines in connection
to a search query. Search engine optimisation of a website involves
changing the code to include more keywords and phrases that relate to
the products and services offered by the business, as well as changes to
the site's structural design to ensure it can be indexed and matched to
Web Rank's "Search Engine Compatibility and the Top 100 New Zealand
Company Web Sites" report offers businesses comprehensive suggestions on
how to improve the search-ability of their website. Using case examples,
Web Rank highlights typical mistakes and advises on how these could be
The report considers how to use graphics, correct tagging, the right
keywords in text, how important links from other sites can be and how
firms can avoid being penalised in the search rankings from the
inadvertent use of "spam" techniques.
"By ignoring the most important method used by people browsing the
Internet, these companies are sacrificing an enormous opportunity to
attract more traffic to their websites," says Kalena.
"Websites are often a very large expense for these companies, ranging
from a few thousand to hundreds of thousands of dollars. To invest such
a massive amount of time, money and effort into an online presence and
not ensuring it can be found is like constructing a storefront without
She continues, "It is obvious from the findings of this study that New
Zealand companies need to invest in search engine optimisation services
to ensure their sites are more search engine compatible and therefore
visible to their target markets."
About Web Rank
Web Rank Ltd specialises in optimising their client's web sites to help
them achieve higher search engine rankings and attract more relevant
site visitors. It was established in Australia in 1999, with its New
Zealand office opening in 2000. Now, based in Christchurch, Web Rank has
helped more than 50 clients across eight countries. These firms include
small start-ups to Fortune 100 companies and some of New Zealand's best
known businesses. Visit
www.webrank.biz for more information.
Chief Executive Officer for Web Rank Ltd, Kalena Jordan was one of the
first search engine optimisation experts in Australasia and is well
known and respected in the search engine marketing industry worldwide.
Kalena is a member of SEOConsultants.com, the World Association of
Internet Marketers and SEOPros.org. She is a moderator and regular
contributor to global search engine forums, newsletters and discussion
groups and is the author of the free search engine newsletter titled The
Kalena has forged parallel careers in corporate IT and public relations
across the Australia and New Zealand for 15 years, advising companies
throughout the Asia-Pacific region on public relations matters and
Internet technologies. With an in-depth knowledge of search engines and
Internet marketing, Kalena set up Web Rank in 1999. She holds a Bachelor
of Arts in Communication from the University of Newcastle, Australia.
Chief operating officer for Web Rank, Gerald Jordan has more than ten
years experience in retail and hospitality markets, mainly in management
roles. Gerald specialises in accountancy and operating procedures,
computer systems development and office management skills, including
defining the ROI for Web Rank clients. Gerald has a Bachelor of Arts
from the U.S. and a Master of Business Administration from Australia.
Access to the report is available free of charge for media review.
Please contact email@example.com for a login ID and password
For further enquiries and/or photography information contact:
Web Rank Ltd
Kalena Jordan / Gerald Jordan
Phone/ fax 03-329-4334
to submit your comments or questions or to order the report.
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