FOR IMMEDIATE RELEASE
Australia’s Top 100 Company Sites Incompatible With Search Engines
9 December 2002
A new report released today has revealed that 99 percent of Australia’s
Top 100 Public Companies have web sites that sabotage their ability to
be found by search engine users.
Search Engine Compatibility and the Top 100 Australian Public Company
Web Sites, published by search engine optimisation firm Web Rank,
details how nearly every one of the web sites belonging to Australia’s
Top 100 Public Companies contain design elements that in some way
negatively impact their search engine compatibility. As a result, many
of Australia’s leading companies are not easily found in the search
results of the most popular U.S. and Australian search engines.
“You would assume that companies spending hundreds of thousands of
dollars on web site development and online advertising would ensure
their web sites were compatible with search engines”, said Kalena
Jordan, Web Rank’s CEO and founder. “But surprisingly, nearly all of the
Top 100 fail to address this issue. To invest such a massive amount of
time, money and effort into an online presence and not ensure it can be
found is like constructing a storefront with no doors.”
The results are even more surprising in that they reveal a lack of
planning by these large companies to adequately reach their online
market. A large majority of the Top 100 (65 percent) don’t include
target search keywords and phrases on their home pages. But search
engines rely on this data to help them determine whether web sites are a
relevant match for search queries. Consequently, search engines have
very little information about the Top 100 sites to work with and don’t
rank them highly in the search results for related queries.
The study also describes how most of the Top 100 Australian Companies
fail to use Title Tags and META Tags correctly in their site’s HTML
code, preventing search engines from accessing more vital information
about their site content. Search engines use the content of a web site’s
Title Tag - the text seen at the top of a web browser when viewing web
pages - to help them classify the relevance of a page for certain search
queries. But 90 percent of Australia’s Top 100 Companies fail to utilise
this tag correctly, entering just their company name or generic page
titles instead of target search keywords.
Other key report findings:
4 percent of the Top 100 are not listed in any of the most popular U.S.
or Australian search engines.
50 percent of the web sites are inaccessible to the visually impaired.
3 percent of Top 100 companies are using search engine "spam" techniques
that could get them penalised by the search engines if discovered.
90 percent of the Top 100 fail to utilise their site Title Tags
38 percent of the Top 100 cannot be found for their chosen search terms.
31 percent of sites are not listed in popular Australian search engines.
65 percent of the Top 100 do not use target keywords on their home
The report concludes by recommending that Australian companies invest in
specialist search engine optimisation services to ensure their sites are
made more search engine compatible and therefore visible to target
“Studies have proven that search engines are the most popular way for
people to find goods and services on the Internet”, Ms Jordan explains.
“Typically, five of the ten most popular web sites accessed by
Australians each month are search engines, with figures indicating that
searchers in Australia have a preference for using U.S. search engines
over their regional versions. For this reason, it is very important that
Australian companies ensure their web sites can be found in both U.S.
and regional search engines if they want to reach their local audience”.
“By sabotaging the search engine compatibility of their web sites,
Australia’s Top 100 companies are preventing potential customers from
finding them and at the same time, sacrificing an enormous opportunity
to attract more traffic”.
Copies of the Report (in two versions) are available for purchase from
Researchers at Web Rank are currently working on a similar study of the
Top 100 New Zealand Companies.
- ENDS -
Ph: + 64 3 329 4334
About Web Rank
Web Rank specialises in optimising their clients’ web sites to help them
achieve higher search engine rankings. The company was established in
Australia in 1999 with one client and after rapid expansion, a second
office was opened in New Zealand in 2000. The business has helped over
40 clients in eight countries and is now run primarily from New Zealand,
at the company’s Christchurch office.
Web Rank staff have successfully optimised web sites for small
start-ups, through to Fortune 100 firms, including some of Australia’s
best-known companies. The firm has established an impressive track
record, by achieving high search engine rankings for every client. Web
Rank's web site can be found at
to submit your comments or questions or to order the report.