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Rome, April 5, 2005 - Ad Maiora, the new media agency leader in
Europe in search engine marketing services, realized a study on web site
visibility of the top 100 Italian ad spenders that invest in traditional
media. The study analysed optimization, visibility and popularity values
of their web sites. Results emerged from the cross analysis of the data
shows the level of online visibility of these companies.
According to the analysis, almost two out of three sites
analyzed are lacking adequate direct links from search engines, with the
consequent result of not factoring high in the search engine results.
Furthermore, the research shows that web site optimization directly plays
a role in boosting online visibility and link popularity.
Other than 60% of websites had not an adequate structure
to be listed on search engines, only 37%
have more than 500 present on Google (33% have less than 100 indexed documents).
Examination of inbound links from other websites shows that 48% of analysed
sites have less than 50 inbound links (12% don't even have one inbound
link) and only 10% have over 500. Regarding website positioning, 38% of
the analysed companies are present in the first 20 results per relevant
keywords, yet a strong 62% did not factor into the results at all.
By an original methodology, the study consolidated the
optimization, visibility and popularity values, and produced a map of
online visibility levels for analysed sites, showing that only 25% have
equilibrate values among adopted parameters. Half of the sites, instead,
have an inadequate optimization, corresponding to a visibility lack in
terms of search engine query results and consideration from other sites.
In a sector-by-sector analysis, it is evident that better positioned websites
came from the Telecommunications and Services industries, as opposed to
the Clothing, Food and Pharmaceutical industries, where sites tended to
be less optimized and therefore less visible.
"We think that this research", said Mauro Lupi,
Ad Maiora's President, "could represent a motivation to companies
investing in traditional advertising to exploit their websites more profitably.
As a matter of fact, the study shows in an unequivocal fashion the direct
relationship between site optimization and online visibility and popularity.
The diffusion and importance of search engines, as evidenced by the vast
array of research done in this sector, should therefore motivate businesses
that invest in communication, and particularly in advertising, to consider
their websites not just from the aesthetic point of view, but instead
from a functional and service-based point of view. In order to be found
online, it is a strict necessity to optimize one's site well in order
to be placed well in search engine results, and this should be one of
the main objectives for an online project".
The websites examined in this study were those of the
top 100 advertising spenders in Italy in the first half of 2004, as highlighted
by Nielsen Media Research Ad-Ex. The analysis was conducted between December
2004 and February 2005.
To download the report, click here
Analysed companies (complete index in the report post note) can require
their data for free, sending an email to fdistefano@admaiora.com
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