Top 100 Online Findability 2009: 'Only' 31% of Holland's largest online advertisers have an optimal online findability
Nijmegen, 2 December 2009 - Search Engine Mediabureau Checkit has studied the online findability of Dutch advertisers for the fourth time. 31% of the websites have an optimal findability by achieving a findability score of 80% or higher. A disappointing result; the Top 100 Online Findability is based on the 100 organizations with the highest online media spend of the Netherlands (source: Nielsen).
Top ten of best scoring websites
| 1. | www.snsbank.nl | (93%) |
| 2. | www.bol.com | (92%) |
| 3. | www.hp.nl | (91%) |
| 4. | www.landal.nl | (91%) |
| 5. | www.telfort.nl | (91%) |
| 6. | www.dsbbank.nl | (91%) |
| 7. | www.upc.nl | (90%) |
| 8. | www.ziggo.nl | (90%) |
| 9. | www.abnamro.nl | (90%) |
| 10. | www.ns.nl | (88%) |
Whereas DSB Bank was the number one last year, this year we can find them on the sixth position. Their score remained the same. During the execution of this study (September 2009), there was not any sign of the downturn of DSB Bank. While writing this whitepaper, we received the news that DSB Bank was declared bankrupt.
Development online findability scores 2006-2009
Despite the fact that the online findability scores (the total score based on the eleven variables taken into account in this research) of Holland's largest online advertisers still leave room for improvement, the positive trend started in previous years continues. This year the results of the online findability of the websites in this study are again better: 91% of the organizations reached a findability score of 50% or more, while in 2006 this was only 32%. The number of websites with a findability score of 50% or lower has decreased to 9%, in contrast to 68% in 2006.
Paul Aelen, co-founder Checkit, comments on the results:
"In times of crisis it is even more important for organizations to be noticed by the (potential) target audience. A good online findability therefore plays an important role. The results from this year prove that. The development of the online findability from 2006 to 2009 portrays a positive image of the online findability of the largest online advertisers of the Netherlands. The research conclusion is that the Dutch online advertisers are more and more convinced about the importance of Search Engine Marketing. Because this study is limited to eleven technical factors, whereas a good online findability depends on hundreds of factors, it cannot be concluded that the websites of Holland's largest advertisers are maximally optimized for Search Engine Marketing."
"It is therefore important to take the next step; continuing and expanding the Search strategy within an entire organization. Search will not only realize marketing and sales goals but can also be used to fulfill job vacancies for instance. Also the Communications and PR departments can realize their goals by maximally managing the online image through Search (free publicity)."
Score per variable
The websites in this research are examined on 11 variables. These criteria were selected from more than one hundred variables which could influence the findability of a website for search engines. This study provides an indication of the online findability within Search Engines and was executed in September 2009.
About this study
The websites of the 100 largest advertisers (source: Nielsen) have been analyzed according to eleven important findability criteria. Per organization and per branch four pages have been examined which have been selected on important user motives. These pages have been judged on their findability for search engines. The final results of the individual organizations have been ranked from high to low and have been compared to the size of the media budget, which eventually resulted in the Top 100 online findability.
About Checkit
Checkit is a full service Search Engine Mediabureau founded in 1999. We are your sparring-partner for Search Engine Marketing. Since April 2008 Checkit is a part of Isobar, the digital branch of Aegis Media. Checkit fully focuses on Search Engine Marketing and this is a conscious choice. This focus makes us the top expert in our field. To stay ahead we regularly conduct studies, among which the Top 100 findability and the National Search Engine Monitor.
Dit persbericht is ook beschikbaar in het Nederlands.
source: www.checkit.nl
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