Dr Philip Alford, director of the Digital Hub in the School of Tourism at Bournemouth University, told the BBC that the size of the brand made a big difference to the effectiveness of paid searches.

BBC: Google advertising value questioned by eBay

The local authority is co-sponsoring the bid with Professor Stephen Heppell, chairman of Bournemouth University's new media environments.

BBC: Consultation on Portland's ?30m academy plan starts

Taylor, who is also former vice-president of the British Board of Film Classification and Chancellor of Bournemouth University, said it had been a common practice among peers to claim for fake journeys and enter expenses claims with a false address as a main residence, and he believed it was acceptable to do this provided there was a "family connection" with the property.

BBC: Lord Taylor guilty of making false expenses claims