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FTSE 100 Tesco Morrisons

Only two of the FTSE100 use responsive web design while over half not having mobile site


By Ishbel Macleod | PR and social media consultant

February 27, 2014 | 2 min read

With Mobile World Congress currently taking place in Barcelona, it might come as a shock to discover that only two of the FTSE100 companies have responsive web design, and of the remaining 98, only 42 have a dedicated mobile site.

Tesco came top on the FTSE100 list

Tesco and Morrisons – who both have a mobile site – topped the list, while Land Securities Group and Antofagasta gained brownie points for their responsive web design, ranking them sixth and 30th respectively, according to The Search Agency research.

Describing how the report was carried out, The Search Agency said: “We calculated a total score out of five for each of the FTSE 100’s sites based on five factors: load speed, site format, calculated download speed, social media presence, and app presence. Our analysis was based on both quantitative factors established by industry best practices and Google, and qualitative factors determined by our team of mobile experts.”

The average score for all companies in the study is 1.99 out of five. When the study was carried out in the US, the average was 2.29.

Seven FTSE100 companies - including Coca-Cola HBC, Experian and Pearson - ranked joint bottom of the list with only 0.36 points each: two points on the download speed section.

FTSE 100 Tesco Morrisons

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The Search Agency

The Search Agency is a global, full service, specialist search marketing agency providing SEO, PPC, Display, Social Media, Content Marketing and Consumer Experience. 

Agency Background

Independence - The largest independent Search Marketing agency in the world

With offices in the US, Canada, EMEA and APAC, TSA are the largest independent search marketing agency in the world. This independence has been fundamental in our growth over the past 12 years, allowing the agency to focus solely on our partners and delivering against their leads, knowing that our growth is tied directly into our partner’s growth.

Technology - We understand the importance of technology

Technology has always been at the heart of the agency. We were founded on the back of the creation of our own proprietary bid management software, AdMax®.  and today we also have a technology business, AdMax Local® providing PPC campaigns to over 30,000 SMBs through dozens of partners.

Reach: Local to Global - Experts on local and global search.

Through our agency reach, strategic partners and technology offering, TSA have unprecedented insight into search from the local level, through to the global. Our AdMax Local® Technology delivers unrivalled insight into search trends (both local and global) and our agency footprint and global client base means we understand search, everywhere.

Agency Approach

User-centric - Placing the customer at the heart of strategy

Our account teams devote themselves to understanding our partners businesses’ and their customers, developing holistic search strategies focused on understanding how customers engage with our partners, across what channels and at what stage of the consumer decision journey. This holistic, user-centric approach enables us to deliver the right message to the right customer at the right time to achieve our partners objectives.

Data-driven - Using data to inform strategy

Rather than assume we understand our partner’s customers or business, we use data to ensure tactical and strategic developments are correct and driving toward achieving goals. This begins with a interrogation of existing data sources to ensure accuracy of all sources to provide one meaningful view of performance to date. From here we configure data points within the conversion path to ensure 360 degree visibility on all performance from lead to conversion. We work with partners to identify and define relevant actions points, events and conversions on-site, define values for each event and the integrate multiple data points (including partners’ internal systems) to deliver reliable, insightful data that justifies investment and informs strategy.

Focused on Business Objectives - Understanding our Partner’s Objectives

The root to successful relationships with our partners is to fully understand their business objectives, and how search marketing can achieve them. Our approach employs a number of tactics to achieve this – using performance and data to provide business insight to our partners to help them better understand their goals and customers. Setting up reporting and analytics to track and report on metrics which are relevant to achieving their objectives and providing reporting in an easy digestible manner. Implementing metrics and benchmarks which help our partners measure and track performance and growth against their business objectives. 

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