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

Which 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.

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:

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.”


About The Author

Greg Sterling
Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google+.