Reid, Patrick and Lyttle, Brian. (2011) Corporate communications in the FTSE 100: evidence using search engines. Journal of Strategic Management Education, Vol.7 (Iss.1). ISSN 1649-3877

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Abstract

Search engines have become an essential tool for information seekers on the world wide web. This makes it critical that company websites are optimised to achieve the highest possible ranking across the major search engines, in particular Google, ensuring maximum exposure and subsequent awareness. This paper identifies key factors in search engine optimisation and then analyses a sample of the largest 10 firms listed on the London Stock Exchange. The findings reveal a lack of adoption of best practices which will impact on their search rankings. The paper also discusses tradeoffs inherent in search engine optimisation and draws out key implications for managers and academics.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Science > WMG (Formerly the Warwick Manufacturing Group)
Journal or Publication Title:	Journal of Strategic Management Education
Publisher:	Senate Hall Academic Publishing
ISSN:	1649-3877
Date:	2011
Volume:	Vol.7
Number:	Iss.1
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/47732

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