Marketing Mole: Who does Google think you are? - Ian Armstrong, Manager of customer communications, Honda

- It is unclear whether Ian Armstrong specialises in historic London bus routes, is an ex-Port Vale midfielder, or collects computers.

- It is not until the fourth result that a searcher finds the most plausible link to Armstrong. This contains his current job title at Honda, as well as a video interview. The webpage also provides an up-to-date biography with details of the societies to which he belongs.

- The final result is a link to a profile site for playwrights.

VERDICT: The irrelevancy of the top three results to Armstrong is shocking; not until the fourth hit does a proper link and profile outline appear.

ACTION: The name Ian Armstrong is quite common; it has more than 300 links to it, making it hard to contend with issues of relevance. However, he could work on raising his profile with press coverage to overtake old, non-relevant links.

TOP GOOGLE SEARCH RESULTS

1. London Bus routes Home Page ...

Golden oldies like RT800 are available to buy on CD Rom, click the thumbnail and ... London Bus Routes by Ian Armstrong.

www.busesatwork.co.uk/- 14k - Cached - Similar pages

2. Ian Armstrong- Port Vale in Coca Cola League 1 from Football.co.uk

18 May 2005 ... Ian Armstrong has revealed that he has held preliminary talks with a leading League Two club following his release from Port Vale.

forum.football.co.uk/about1146.html - 24k - Cached - Similar pages

3. Ian's Dump

A personal collection of old computers and game consoles, including Atari, Sinclair, and Commodore

www.iarmst.demon.co.uk/- 1k - Cached - Similar pages

4. Webchat 21 with Ian Armstrong & Jonathan Allan

As manager of customer communications at Honda UK, Ian Armstrong is enjoying many plaudits for the marketing strategy the company has adopted of late, ...

www.mediaweek.tv/details.php?chatid=22 - 20k - Cached - Similar pages

5. Ian Armstrong - complete guide to the Playwright and Plays.

Database of plays of Ian Armstrong including agent, synopses, cast sizes, production and published dates.

www.doollee.com/PlaywrightsA/armstrong-ian.html - 21k - Cached - Similar pages.

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