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1.1 "londonsummit.gov.uk is most authoritative site for 'London Summit' according to major search engines"

Fully met



The London Summit site ranked #1 for the phrase "London Summit" in Google,Yahoo, and MSN / Live search, which collectively account for greater than 97% of search traffic to site (Google: 87%; Yahoo: 6%; MSN /Live.com: 4%).

Details

Although this KPI was met, the phrase "London Summit" was by no means the most popular search term used tosearch for the event. Google Trends was used to analyse relative search volumes for terms relating to the summit (see fig.1, below). Results show that there was significantly greater volume (up to 28x more) for synonyms relating to "G20" and its variants than for the phrase "London Summit".

Figure 1: Search volume of terms relating to the London Summit
Figure 1

The London Summit site did not rank as highly in search results for these more popular terms (see table 1), and accordingly we can say that the site could have been better optimised for keywords that would have delivered greater volumes of traffic.

Table 1: Search rankings of London Summit site for alternative search terms

Term

Google UK rank
(87% of search traffic to LS site)

Yahoo UK rank
(6% of search traffic to LS site)

MSN / Live search rank (4% of search traffic to LS site)

London Summit

1

1

1*
(About page ranked 1; Home page ranked 2)

G20 Summit

7

1

6

G20

6

8

18

G-20

5

7

Not in top 50

G 20

5

9

Not in top 50



1.2 "Influential sites in every target country link back and quote from http://www.londonsummit.gov.uk"

Partially met

Details

Referrers were found using Sitestat, the FCO web platform’s analytics application, and Quirk Searchstatus, a Firefox extension used to show backlinks.
UK Government websites, including post sites, were excluded from these results. Whilst such sites may be influential it is not considered in the spirit of this KPI to include referrers that have a relationship with the FCO.

Quotations, a requirement of this KPI, were extremely difficult to verify due to the difficulty in identifying originating material on the London Summit site, and that articles were often not written in English. Accordingly very few are detailed here, but this absence of evidence should not be considered evidence of absence.

Referring sites’ Google pagerank and Alexa rank were used as an index of the site’s influence. Alexa rank is regarded as less reliable than Google pagerank and was used only as corroborating evidence. Sites with a pagerank of less than 6 were not considered to be influential.

Although not explicitly referred to in the KPI, influential referring international sites such as the World Bank are also detailed below as this is considered to be in the spirit of the KPI.

Referrers were measured over January 1st – April 14th 2009

Table 2 : Referring sites by target country

Country

referrals

site

Google Pagerank

Alexa

quote

Argentina

-

-

-

-

-

Australia

-

-

-

-

-

Brazil

259

Fohle Online

7/10

58

none

Canada

1386

University of Toronto

6/10

4301

-

China

360

China Daily

9/10

2280

-

Egypt

-

-

-

-

-

France

1529

Le Monde

8/10

1297

-

Germany

421

NZZ online

8/10

12770

-

India

-

-

-

-

-

Indonesia

-

-

-

-

-

Italy

206

Governo Italiano

9/10

52k

-

Japan

169

Yahoo daily news

7/10

10

-

Mexico

-

-

-

-

-

Netherlands

-

-

-

-

-

Russia

-

-

-

-

-

Saudi Arabia

-

-

-

-

-

South Africa

-

-

-

-

-

South Korea

196

Chosun

7/10

8.7k

-

Spain

828

Plan Español

9/10

180k

-

Switzerland

<160

Swissinfo

7/10

12k

none

Turkey

 

 

 

 

-

UK

5733

BBC news

7/10

44

[leaders’ statement]

 

<160

Nature

9/10

3032

none

United States

771

NY Times

9/10

100

-

 

693

Wall Street Journal

7/10

363

-

International

2818

Wikipedia

8/10

7

-

 

1.8k

IMF

9/10

18490

-

 

1754

World Bank

9/10

5782

-

 

<160

Euractive

8/10

54k

none



1.3 "All visitors find it quick and easy to find the info they are looking for"

Fully met



Subscribers to London Summit alerts were asked in a survey how easy or difficult it was to find the information they were looking for on the site. 86% answered very easily or fairly easily.

Details

In addition to rating how easy or difficult it was to find content, our survey asked participants to detail general likes or dislikes about the site. Comments complimenting the user-friendliness of the site significantly outweighed those criticising it (18:4).

Read KPI section two: 'Authoritative provision of in-depth briefings on Summit'


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