Most Of Fortune 100 Don’t Live Up To Google’s Mobile Best Practices — Even Google

computer-smartphone-tablet-featuredWhich of the top Fortune 100 brands do the best job living up to Google’s mobile best practices? The answer is: Coke, FedEx, TIAA-CREF, Walgreens and insurance company Liberty Mutual.

Some of the names on the list, created and complied by The Search Agency, are not surprising while others are. One of the surprises is that mobile commerce powerhouse Amazon only comes in at number 14. Another is that Google itself is number 20.

The Search Agency only evaluated mobile sites, not apps. The marketing firm created its “Mobile Experience Scorecard” by taking Google’s mobile best practices and scoring the top Fortune 100 brands:

Using The Search Agency’s Mobile Experience Scorecard, we calculated a total score out of five for each of the Fortune 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.

Search Agency mobile criteria

The Search Agency weighted Responsive Web Design (RWD) heavily in its test, although it also looked at whether the brand had a mobile site as an alternative. As Google made clear on the SMX East Mobile SEO panel, the company is not favoring RWD as a blanket matter of policy. Publishers and developers can use any number of approaches to serve mobile content as long as they’re appropriate and deliver a good user experience.

The Search Agency found that, “of the 100 sites, only nine overall used RWD. Of the remaining 91 companies, 47 used dedicated mobile sites, while the other 44 did not provide a separate mobile experience from the desktop version of their site.”

Below are the top Fortune 100 companies on The Search Agency’s Mobile Experience Scorecard:

Search Agency top mobile brands

These companies have significant resources, yet they fail to get mobile right. It’s worth pointing out that no brand achieved a perfect score in the test.

The Search Agency said that the average score was 2.31 out of 5. It added that, “The average page load time was about 5 seconds, well above Google’s one-second recommendation.”

Related Topics: Channel: Mobile Marketing | Google: Mobile | Statistics | Statistics: Mobile Marketing | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!