Many search marketers don't look any further than the country they are working in. Then they are sometimes surprised what they see when they look international. But international search is becoming more and more important. Boundries are changing. Not literally but virtually. You can do business all over the world. And large companies are.
At SES Berlin one of the few sessions which are not in German was all about this subject. Under moderation of Bill Hunt the panel with Ian McAnerin, Anne Kennedy, Motoko Hunt and Erica Schmidt discussed the world in only 40 minutes.
Ian McAnerin: Canada and Latin America
The session was kicked off by Ian McAnerin who does a lot of international search. He talked about Canada and Latin America. Here the key points of his presentation:
- Canadians sped more tie on the internet than any other nation
- French and English Canada are very different markets
- English 60%, French 20%
- The languages are different in Canada, French is not like France-French and English is not like US/UK English: homes not houses, centre vs center.
- Browse online and shop offline
- Search does not provide good results. contextual ads tend to do very well
- Poor telecommunications infrastructure not good except for in the big hubs
- Portuguese language
- Inward looking, very proud of their country. It's a separate market than the rest of Latin America.
- Olympics in 2012 will likely offer good opportunities
- Orkut most popular social media site: 21 million users
- Potential good market for mobile. They don't have a tendency to look for foreign goods
Motoko Hunt - Asia
Asia has become of the very big. Almost half of the internet users in the world live in Asia. Penetration rate is still quite low. So that means in a couple of years the Asian market will be even bigger.
Japan has the fastest internet worldwide. This means they really adopted video. YouTube is very much used in Japan.
Japan has 94 million users. 99% of the businesses is on the internet. Mobile commerce is become really huge in Japan. They shop bookings, hotels, airlines and clothes with their mobile phones. Google is expanding their market share in Japan.
Keyword research is complicated in Japan. A lot of times translations won't give you the best search volume.
Baidu is the biggest search engine in China: 65% market share. Baidu
looks more like Google now, with paid ads to the right. SEO is becoming
more important because of that. Still there is a 2.6 billion dollar
spent on ads by 2011.
In India 90% is on Google. The country has 22 official languages but Hindi and English are leading. 290 million Indians are on mobile. Its an emerging market.
Naver is biggest in Korea. Mobile has 45 million users, where Nate is the most important engine.
Organic results may not be on top but on the bottom. Depending on the search query this order can change. You need to test and see where your page comes out.
English is the most common language on the Asian web. Friendstar is the biggest. Mobile is very big. Mixi Gree and Mbga are big in China, Q in China, CyWorld in Korea. Facebook now biggest in India.
Erica takes us to Europe. She talks about unique elements of Search in Europe.
Numbers from Comscore show:
- 59% Internet penetration
- 32% of all worldwide search queries
- 117 searchers per searcher
Paid search is the most popular online ad format in tough times. Search projected at 8% growth in 2009 says PWC.
Search is top online activity in Europe. DEIAA says Search comes before e-mail and social networking.
83% of Europeans said they could't live without internet.
In most markets number one player. There is some uniqueness. Seznam is leading in Czech. In Russia Yandex takes 60% search clicks. Google is gaining but still far behind with 24%. In investment though its different. Yandex has 72% share of investment, Google and others are only at 8%.
Yandex is slightly different when it comes to display. You can buy a display ad in the result pages for example. You can steal attention away. Other things are similar.
SEO for Russia
Linkbuying in Russia is common. Agencies have built link buying programs. Neither Google or Yandex is penalizing sites for that. Yandex sandbox effect is over 6 months.
iProspect performed an eye tracking study in Sweden
- Blended search takes the focus away from sponsored links
- it reduces the the consumers spend on search queries with 40%
Anne Kennedy - US
Anne Kennedy finally addressed the US Search industry. US is a very maturing market for search. The opportunities therefore might be different.
- Americans 14.3 billion core searches last month
- In house SEO rising to 30%
Total advertising spending down, online advertising is increasing. But TV ads can't be dropped. They are really looking for where people can get their information. Still most info gotten from television, followed by Magazine and then online.
People don't know what to search for till they know what to search for.
Search advertising growth seems to be slowing. Search engines are flat but things like mobile, social networking and shopping sites are slowly growing. Video advertising is not ready for prime time, but is growing rapidly.
US has not got the penetration Asia, Europe or Africa has. Mobile is coming. You can learn from Europe and Asia. Google holds a big share of mobile in the US.
iPhone browser fourth most used browser in the world. She points out the HTC hd2 in Europe.
- visual search (people get info from visual data 27% faster than from reading text)
- video, image and universal search
- DAO: Digital Asset Optimisation