1. Is your web presence working hard enough?
What the Webranking results reveal about the state of
corporate websites
Simon Lande, CEO, Magus
simon.lande@magus.co.uk
i l d @ k
27 January 2011
2. Introduction
• Magus ActiveStandards™ used to analyse
every website in the H&H Webranking
• Quantifiable metrics for how the sites are
performing across 3 key areas:
o Accessibility
o Usability
o SEO
3. How we did it
• Sample 100 pages chosen from each site
• Each page tested against 19 best practice
website standards
• Sites scored for key indicators of
effectiveness: SEO, accessibility and
usability
• Plus overall quality score based on average
errors per page
4. Overall best and worst performers by country
p y y
# Country Av. # Country Av.
1 South Korea (1) 1.46 31 Belgium (13) 4.44
2 Iceland (2)
( ) 1.63 32 Russia (32)
( ) 4.9
3 Czech Republic (3) 1.96 33 India (1) 4.91
4 UK (99) 2.4 34 Saudi Arabia (23) 5.06
5 Japan (6) 2.6 35 Greece (7) 5.22
6 Germany (60) 2.67 36 Cyprus (1) 5.26
7 Spain
S i (26) 2.73
2 73 37 Qatar
Q t (12) 5.52
5 52
8 Switzerland (47) 2.74 38 Canada (2) 5.57
9 Norway (20) 2.83 39 China (9) 5.62
10 Sweden (98) 2.9 40 Bahrain (10) 6.03
5. #1
Overall best and worst performers by country
p y South Korea
y
(1.46)
#2
Iceland
#4 #3
(1.63)
UK
Czech Republic
(2.4)
(1.96)
# Country Av. # Country Av.
1 South Korea (1) 1.46 31 Belgium (13) 4.44
2 Iceland (2)
( ) 1.63 32 Russia (32)
( ) 4.9
3 Czech Republic (3) 1.96 33 India (1) 4.91
4 UK (99) 2.4 34 Saudi Arabia (23) 5.06
5 Japan (6) 2.6 35 Greece (7) 5.22
6 Germany (60) 2.67 36 Cyprus (1) 5.26
7 Spain
S i (26) 2.73
2 73 37 Qatar
Q t (12) 5.52
5 52
8 Switzerland (47) 2.74 38 Canada (2) 5.57
9 Norway (20) 2.83 39 China (9) 5.62
10 Sweden (98) 2.9 40 Bahrain (10) 6.03
6. Overall best and worst performers by country
p y y
# 38
Canada
(5.57)
# Country Av. # Country Av.
1 South Korea (1) 1.46 31 Belgium (13) 4.44
2 Iceland (2)
( ) 1.63 32 Russia (32)
( ) 4.9
3 Czech Republic (3) 1.96 33 India (1) 4.91
4 UK (99) 2.4 34 Saudi Arabia (23) 5.06
5 Japan (6) 2.6 35 Greece (7) 5.22
6 Germany (60) 2.67 36 Cyprus (1) 5.26
7 Spain
S i (26) 2.73
2 73 37 Qatar
Q t (12) 5.52
5 52
8 Switzerland (47) 2.74 38 Canada (2) 5.57
9 Norway (20) 2.83 39 China (9) 5.62
10 Sweden (98) 2.9 40 Bahrain (10) 6.03
7. # 20
Netherlands
Overall best and worst performers by country
p y (3.63)y
# 23
# 24 Italy
US (3.69)
(3 69)
(3.7)
# Country Av. # Country Av.
1 South Korea (1) 1.46 31 Belgium (13) 4.44
2 Iceland (2)
( ) 1.63 32 Russia (32)
( ) 4.9
3 Czech Republic (3) 1.96 33 India (1) 4.91
4 UK (99) 2.4 34 Saudi Arabia (23) 5.06
5 Japan (6) 2.6 35 Greece (7) 5.22
6 Germany (60) 2.67 36 Cyprus (1) 5.26
7 Spain
S i (26) 2.73
2 73 37 Qatar
Q t (12) 5.52
5 52
8 Switzerland (47) 2.74 38 Canada (2) 5.57
9 Norway (20) 2.83 39 China (9) 5.62
10 Sweden (98) 2.9 40 Bahrain (10) 6.03
8. UK results overview
#5
SEO
(5/10)
25%
top
100 sites
#5
Accessibility
(6.8/10)
# 14
Usability
(7/10)
9. Accessibility: Key facts
• Providing disabled users with equivalent
access to information and services, to that
provided to able bodied users
able-bodied
• Legal requirement in certain countries
• Accessible websites are more usable and
work better on mobile devices
• The W3C have developed an international
standard f website accessibility: W b
t d d for b it ibilit Web
Content Accessibility Guidelines (WCAG)
10. Accessibility: Key findings
145 Score 9 - 10
(16%)
Score 5 - 8.9
473 (51%) Score 0 - 4.9
302 (33%)
Majority of top performers (green) are in
Northern & Central Europe
30% of all pages analysed had images with
missing “ALT” attributes
ALT
11. SEO: Key facts
• The practice of optimising web pages to
improve their ranking within ‘natural’ or
‘organic’ search engine results
organic
• Analysis measures how well web content is
structured for “findability” and keyword
promotion within search engines
• Good SEO is achieved through careful
planning and consideration of the website
content
12. SEO: Key findings
27(3%)
Score 9 - 10
Score 5 - 8.9
279 (30%)
Score 0 - 4.9
614 (67%)
35% of pages analysed were missing meta
description
10% had missing or single word title tag content
13. Usability: Key facts
• How well web visitors can use a site to
achieve their goals, and how satisfied they
are with that process
• Requires an understanding of user needs
• But also an on-going process of website QA
to track issues such as link integrity
14. Usability: Key findings
181 (20%)
Score 9 - 10
170 (18%)
Score 5 - 8.9
Score 0 - 4.9
( )
569 (62%)
10% of pages analysed had one or more
broken links on them
US and Canada near bottom of country league
table
15. Conclusions
• Basic preventable mistakes still widespread
Basic, preventable,
– even in web-savvy companies
• To perform well in any of these areas
requires an effective web governance
framework:
o Shared website standards across an organisation
o Editor training and skill development
o Tools a d processes to measure compliance with website
oo s and p ocesses easu e co p a ce t ebs te
standards, and support effective on-going QA
16. Thank you
Simon Lande
CEO, Magus
simon.lande@magus.co.uk
www.magus.co.uk
+44 (0)20 7019 4700
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