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GLOBAL SEARCH REPORT
                 2007




                                                            Edited By

                                                      Nick Wilsdon
                                                       e3internet




                                         e internet
                                               http//www.e3internet.com



                                                     3



                                          Sponsored By WebCertain.com




                                      In association with Multilingual Search
                                        http://www.multilingual-search.com




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                             This material may be published, broadcast or redistributed but must remain free of charge.
Country & Author Index


          Bulgaria                      Georgi Georgiev (Investor BG PLC)                                              3

          China                         David Temple (China Search Marketing)                                          4

          Czech Republic                Katerina Rotterova (Beneda Group)                                              5

          Denmark                       Rasmus Sørensen (TLA Media)                                                    6

          Estonia                       Robin Gurney (Altex Marketing)                                                 7

          Iceland                       Kristjan Mar Hauksson (Nordic eMarketing)                                      8

          Israel                        Gilad Sasson (SearchMarketing.co.il)                                           9

          Italy                         Sante J Achille (SJA)                                                          10

          Japan                         Motoko Hunt (AJPR)                                                             11

          Portugal                      Nuno Hipólito (SearchMarketing.pt)                                             12

          Russia                        Nick Wilsdon (e3internet)                                                      13

          Slovakia                      Katerina Rotterova (BenedaGroup.com)                                           14

          South Korea                   Ebina Cho (KISA)                                                               15

          Spain                         Oskar Carreras (WebCertain)                                                    16

          The Netherlands               Peter Kersbergen (WebCertain)                                                  17

          Ukraine                       Nick Wilsdon (e3internet)                                                      18

          United Kingdom                Andy Atkins-Krüger (WebCertain)                                                19


          Author Contacts                                                                                              20




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Introduction
Welcome to the first 2007 Global Search Report. The aim of this annual report is to introduce
and raise the profiles of internet markets outside the well reported US/UK sphere. According to a
recently released study by ComScore there were over 61bln searches carried out in August. As
internet use grows internationally, it becomes increasingly important to develop global strategies
that tap this opportunity.

If you are an experienced or new multilingual marketer this report should provide you with useful
statistics and comments. All provided by local experts working in these markets. This year we are
profiling 15 countries, next year we hope to double this number. Contact details for our contributors
can be found at the end of the document. I would like to thank them all for their specialist input,
which made this report possible.

Nick Wilsdon




                        Bulgaria
                                                                                               Georgi Georgiev
                                                                                               Investor BG PLC
                                                                                              http://www.ibg.bg

 Population: 7.3m                                                      Summary Comments
 Est. Internet Users: 2.2m
 Internet penetration: 30%                                             In the last 12 months the leading position of Google
                                                                       has stabilized, there have been no major changes.
                                                                       However a new local player from Bulgaria has
                                                                       appeared on the scene - www.jabse.com.

                                                                       The agency controlled online advertising market in
 Search Engine Usage (% market share)                                  Bulgaria grew 110% from 2005 to 2006 shows a recent
100                                                                    study by Investor.bg. Advertisers spend 5.6 million
                                                                       leva (3.8 mln USD) through advertising agencies and
 80                                                                    media shops during 2005. In 2006 spending increases
                                                                       rapidly to 12.5 mln. leva (8.6 mln USD) and is expected
 60                                                                    to reach 20 mln. leva in 2007 (13.7 mln. USD). This
                                                                       implies a 60% growth in internet advertisng for 2007.
 40
                                                                       Top advertisers are from the telecommunications
 20                                                                    industry - mobile and fixed-phone operators, followed
                                                                       by companies from the financial sector - mainly
   0
                                                                       banks. Bulgarian online advertisting market volume
                                                                       now accounts for 4-5% of the Bulgarian advertising
  1st     Google 90%
  2 nd    MSN 5%
                                                                       market and is expected to account for between 5 and
  3 rd     Yahoo! 5%
                                                                       10 percent of the market in the following years.
  4 th     Jabse 0.5%




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China
Population: 1.3 billion                                                            David Temple
Est. Internet Users: 162m                                                 China Search Marketing
                                                         http://www.chinasearchmarketingtour.com
Internet penetration: 12.25%

                                                                         Summary Comments

                                                                         According to Analysys International, an Internet
                                                                         based provider of business information, the China
                                                                         search engine market will see a compound annual
Search Engine Usage (% market share)
                                                                         growth of more than 30% from 2006 to 2010. Baidu
60                                                                       continues to lead the pack as the other search
                                                                         engines struggle to keep pace. Baidu has added a
50
                                                                         news service and a blogging service called Baidu
40                                                                       Spaces. Much of Baidu’s early success can be
                                                                         attributed to its MP3 search engine.
30

20                                                                       Eric Schmidt, Google CEO said of China, “We will
                                                                         take a long term view to win in China. The Chinese
10
                                                                         have 5,000 years of history. Google has 5,000 years
 0                                                                       of patience in China.” Although Google has made
                                                                         some progress in terms of market share, they may
 1st     Baidu 55%                                                       indeed need 5,000 years to pass Baidu.
 2 nd    Google 21.7%
 3 rd    Yahoo! 7.2%                                                     At Search Engine Strategies China 2006 Jack
                                                                         Ma, CEO of Yahoo! China said, “In 3-5 years, we
                                                                         will change the rules of the game. We don’t need
                                                                         to follow Google or Baidu’s rules. We will make our
                                                                         own rules.” Yahoo! China has lost market share
PPC Coverage (% market share)                                            since that time and have take a new path to be a
60                                                                       business oriented search engine. “If Yahoo is going
                                                                         to win, it has to do so in a new way,” Ma said earlier
50
                                                                         this year.
40
                                                                         Sources
30

20                                                                       iResearch Inc.
                                                                         Analysis International
10

 0

 1st     Baidu 57%
 2 nd    Google 18.7%
 3 rd    Yahoo 13.6%




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Czech Republic
Population: 10.2m                                                                     Katerina Rotterova
Est. Internet Users: 4.4m                                                             BenedaGroup.com
                                                                            http://www.benedagroup.com
Internet penetration: 42.4%
Total expenditures to media: 22,34 mld. CZK
Online advertising spend: 1,35 mld. CZK (6%)
                                                                         Summary Comments

                                                                         The market leader is still Seznam and Google
                                                                         occupies the second place. During the last year,
Search Engine Usage (% market share)                                     Seznam launched its own Pay Per Click system
                                                                         Sklik.cz that has become the biggest and the most
80
                                                                         popular system. Even launching Google´s Adwords
70
                                                                         and AdSense in Czech at the end of the last year did
60                                                                       not influence the position of Seznam to much.
50
40                                                                       The position of the other two Pay Per Click systems
30                                                                       Etarget and Billboard is not so strong, but are also
20                                                                       used quite often.
10
                                                                         During the last two years, there was a boom especially
 0
                                                                         in SEO and Pay Per Click campaigns. Many new
                                                                         companies appeared on the market offering the
 1st     Seznam.cz 62.53%
                                                                         services in SEM and trainings of basic principles of
 2 nd    Google 24.75%
 3 rd    Centrum.cz 4.84%
                                                                         SEO and Pay Per Click ads.
 4 th    Atlas.cz 2.58%
 5 th    Jyxo.cz 0.42%                                                   A lot of Czech companies understand that Internet is
                                                                         becoming to be one of the most important ways how
                                                                         to target their consumers and spend more and more
                                                                         money on the advertising via Internet. This trend is
PPC Coverage (% market share)                                            expected to growth in the future as the number of the
40                                                                       internet users will grow too (Internet penetration in
35                                                                       2005 – 30,5%; in 2006 – 34,9%; in 2007 – 42,4%).

30
25
                                                                         Statistical resources:
20
15                                                                       www.netmonitor.cz
10                                                                       www.navrcholu.cz
 5
 0

 1st     Sklik.cz (Seznam) 40%
 2 nd    Google 25%
 3 rd    eTarget.cz 20%
 4 th    Adfox.cz (Seznam) 10%
 5 th    bbKontext.cz 5%



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Denmark
 Population: 5.4m                                                                          Rasmus Sørensen
 Est. Internet Users: 3.7m                                                                              TLA Media
 Internet penetration: 68.8%

                                                                          Summary Comments

                                                                          The ball game pretty much have looked the same for
                                                                          the last 12 months and I don’t expect this to change
Search Engine Usage (% market share)                                      much. Denmark is still more or less Google Country,
 80                                                                       both in terms of organic searches and PPC/SEM.
                                                                          MSN Adcenter haven’t launched yet, but maybe it will
 70
                                                                          have an effect, somewhat small as MSN still have a
 60
                                                                          relatively small market share. The private programs
 50                                                                       are so small that they really haven’t got any merit
 40                                                                       and I don’t see their share rise anytime soon.
 30
 20                                                                       All in all Denmark – and Scandinavia for that matter
 10                                                                       – is, like most European markets, dominated by
                                                                          Google and Adwords. Yahoo and YSM is none
  0
                                                                          existent. The reason is primarily that Yahoo decided
 1st      Google 80%
                                                                          to close their entire local presence here a few years
 2 nd     Jubii.dk 7%                                                     ago. They simply killed the local directories and
 3 rd     MSN.dk 5%                                                       laid off all employees. That move effectively killed
 4 th     Eniro.dk 5%                                                     Danish and Scandinavian advertising and ppc on
 5 th     Others 3%                                                       that network. Nobody use them for search here
                                                                          anymore.

                                                                          Generally Danish companies have adapted ppc/sem
PPC Coverage (% market share)
                                                                          as an important element in their online marketing
100                                                                       efforts and recent research data have shown that
                                                                          online advertising have overtaken both print and
 80                                                                       radio advertising in annual spend. The outlook is
                                                                          still very positive as more and more companies
 60
                                                                          realise the value of online presence and advertising.
 40                                                                       Business.dk reports that the average advertising
                                                                          spend in Denmark have reached aprox. $98 per
 20                                                                       person with an internet connection. The number for
                                                                          the US is $118. Denmark more or less tops the list
  0                                                                       in Europe as to how much money goes into online
                                                                          advertising per person.
 1st      Google Adwords 85%
 2 nd     Jubii Sponsored Links 5%                                        So the future looks promising even though a new
 3 rd     MSN Adcenter/Yahoo SM 5%                                        major competitor to Google would be refreshing.
 4 th     Others - Private Programs 5%

                                                                          Statistical resources:
                                                                          http://www.business.dk

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Estonia
Population: 1.3m                                                                           Robin Gurney
Est. Internet Users: 69’0000                                                             Altex Marketing
Internet penetration: 42.4%                                              http://www.altex-marketing.com

                                                                         Summary Comments

                                                                         www.ee (WWWärk) changed their design & layout.
                                                                         It brought the usage up for a while, but in the long
Search Engine Usage (% market share)                                     run, the effect was not very significant. Rumoured
80                                                                       changes in the ownership (Infoweb) will probably
                                                                         result in an improved sales team, so the market share
70
                                                                         of PPC might grow a little. Search results have also
60                                                                       improved during the year, references to yellow pages
50                                                                       of Infoweb have been removed, and current clientele
40                                                                       is far more likely to use www.ee search again, so
30                                                                       their share of organic results/general popularity will
20                                                                       grow during 2007, perhaps by 2%.
10
                                                                         DELFI Otsing added specific search groups in
  0
                                                                         addition to Internet, News, YellowPages & Numbers,
                                                                         that were there when they started. Now there is
 1st     Neti 75%
 2 nd    Google 20%
                                                                         map (address-based search), which also has been
 3 rd    DELFI 12%
                                                                         improved during the year. Interior - furniture, garden,
 4 th     WWW.ee 2%                                                      building materials, design furniture (customised
 5 th    Alltheweb, Altavista & others 2%                                sets). Real estate - mirror-site/search with City24.
                                                                         Cars - mirror-site/search with motors.ee. Popularity
                                                                         of Delfi search is growing due to more aggressive
                                                                         marketing from DELFI-s side and greater integration
PPC Coverage (% market share)                                            to DELFI content. But for PPC, market share will not
50                                                                       grow - they are reaching the limit for paid keywords
                                                                         and keyword based banners are not selling too well
40                                                                       in Estonian market.

30                                                                       Neti.ee is still the leader and not likely to lose their
                                                                         position, though more and more Neti.ee clients are
20                                                                       using Google in parallel. Google’s share in organic
                                                                         results is growing.
10

 0                                                                       Organic SEO in Estonia is on the rise but it is still
                                                                         relatively easy to achieve top positions for keywords
 1st     Neti 75%                                                        provided the site is SE friendly and follows basic
 2 nd    DELFI 30%                                                       SEO guidelines.
 3 rd    Google 12%
 4 th    WWW.ee 2%                                                       Keyword research has to be conducted manually,
 5 th    Others 2%                                                       there are no similar tools to keyworddiscovery etc.
                                                                         that incorporate Estonian data.

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Iceland
Population: 301,900                                                         Kristjan Mar Hauksson
Est. Internet Users: 258’000                                                     Nordic eMarketing
Internet penetration: 85.4%                                      http://www.nordicemarketing.com

                                                                        Summary Comments

                                                                        Google has not gained the foothold in Iceland as in
                                                                        the rest of Europe, local search is still strong and the
Search Engine Usage (% market share)                                    other “big” engines only have marginal shares of the
                                                                        market.
 60

 50                                                                     As of may 2006 Iceland replaced South Korea with
                                                                        the highest broadband penetration rate, according
 40
                                                                        to 2005 broadband statistics released by OECD.
 30
                                                                        The Iceland telecom market is not big but very
 20
                                                                        technologically advanced. Iceland telecom and
 10                                                                     Vodafone, the major players, provide modern services
                                                                        to highly scattered and prosperous inhabitants.
  0                                                                     Mobile phone penetration on GSM, GPRS and NMT
                                                                        networks is among the highest in Europe.
 1st     Google.is 51%
 2 nd    Leit.is 42%
                                                                        Google is slowly gaining more market share and
 3 rd     Embla.is 2%
                                                                        there are new search players are merging, such as
 4 th     Finna.is 1%
 5 th     Others 4%
                                                                        netleit.is. Even though Iceland has embraced the
                                                                        Internet as a tool they are not as likely to use it as a
                                                                        marketing medium. Using Organic SEO in Iceland
                                                                        is on the rise but it is still relatively easy to achieve
PPC Coverage (% market share)                                           top positions for keywords following basic search
                                                                        engine optimising guidelines. Keyword research
100
                                                                        can be done through Leit.is and Google offers some
 80                                                                     insight into the world of search in Iceland through
                                                                        AdWords.
 60
                                                                        Statistical Sources:
 40
                                                                        Statice.is and the annual Nordic eMarketing
 20                                                                     research

  0

 1st     Google 95%
 2 nd    Embla.is 2%
 3 rd     Others 3%




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Israel
 Population: 6.4m                                                                          Gilad Sasson
 Est. Internet Users: 3.7m                                                             Search Marketing
 Internet penetration: 57.5%                                            http://www.searchmarketing.co.il

                                                                       Summary Comments

                                                                       In the last 12 months, Google remained the
                                                                       unshakable King of search and became even
                                                                       stronger, establishing a new sales HQ at Tel Aviv and
Search Engine Usage (% market share)                                   opening not one but two R&D centres at Haifa and Tel
                                                                       Aviv. Google achievements in Israel are even more
80
                                                                       remarkable when understanding that in the list above
70
                                                                       Google is the only interface based on search while all
60                                                                     other sites function as content/community/mail portals
50                                                                     first, and yes, they too have a search box.
40
30                                                                     The new contextual system from Walla.co.il
20                                                                     (Advantage) was meant to shock the Israeli PPC
                                                                       market at the beginning of 2007, but Walla operators,
10
                                                                       with an undetermined policy and plan changes in its
  0
                                                                       first few days managed to sabotage their own efforts.
                                                                       Once the walla.co.il Advantage system was finally
 1st     Google 90%
 2 nd
                                                                       launched many advertisers were highly disappointed
         Walla.co.il 11%
 3 rd    MSN 5%
                                                                       with search volumes and ROI bottom line, compared
 4 th    Nana.co.il 2%
                                                                       to Google.
 5 th    Tapuz.co.il 2%
                                                                       In recent months there was a noticeable leap in
                                                                       search marketing interest from big companies and
PPC Coverage (% market share)                                          cooperation as well as SMB who started to understand
100                                                                    the simplicity and cost effective manners of SEO &
                                                                       Pay Per Click campaigns. This fact drove many new
 80                                                                    advertisers to the SERPs and Average bids cost today
                                                                       appx. 20%-50% higher then last year, in some cases
 60                                                                    the jump is even greater.

 40
                                                                       Also worth mentioning is the tremendous increase in the
                                                                       number of SEM agencies and increased cooperation
 20
                                                                       between Interactive agencies and traditional media.
  0                                                                    It seems that the last year marked the legitimacy and
                                                                       the added value of search engine marketing to the
 1st     Google 83%                                                    Israeli advertising and marketing pie.
 2 nd    Walla.co.il 4%
 3 rd    Merlin.co.il 4%                                               Statistical Sources: TGI/TIM survey from January
 4 th     Others 10%                                                   2007 in relation to the weekly exposure of Israeli
                                                                       Internet users (http://www.searchmarketing.co.il/
                                                                       content/view/766/3/)

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Italy
Population: 58.1m                                                                            Sante J. Achille
Est. Internet Users: 28.9m                                                                               SJA
Internet penetration: 49.6%                                                         http://blog.achille.name

                                                                       Summary Comments

                                                                       From an infrastructural point of view DSL penetration
                                                                       continues to expand throughout the country, and is
                                                                       expected to reach 8 million domestic and business
                                                                       connections in 2007.
  Top Italian Portals
                                                                       Dialup users are still a significant number in the order
  Manzoni
  Virgilio                                                             of 4 million, and broadband is available to a limited
  MSN
  RAI
                                                                       clique of users (under 500.000)
  YAhoo!
  Libero
  Tuttogratis                                                          Users rely heavily on Google with nearly 80% of the
  SKY                                                                  search market share. MSN/Live, Libero, YAHOO!, and
  Tiscali
                                                                       Alice are the other search engines used by Italians for
                                                                       search.

                                                                       What should be noted is a considerable growth in
                                                                       the general awareness of the web as a means to find
                                                                       information as well as products and services.

                                                                       The increase in Internet Usage, and acquaintance
                                                                       Italians have with the online world make Italy a
                                                                       marketplace worth careful consideration.

                                                                       Reach and success in the Italian Market will heavily
                                                                       depends on the capability to personalize and adapt
                                                                       communication that differs significantly from the
                                                                       typical US approach.



                                                                       Statistical Sources:

                                                                       http://www.nielsen-netratings.com/pr/pr_070702_
                                                                       IT.pdf




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Japan
Population: 127.4m                                                                               Mokoto Hunt
Est. Internet Users: 86.3m                                                                             AJPR
                                                                                         http://www.ajpr.com
Internet penetration: 67.7%

                                                                        Summary Comments

                                                                        The challenge in determining the market share of
                                                                        Japanese search engines is that they never disclose
Search Engine Market Share (%)                                          the search volume. All reports talk about the number
                                                                        of visitors or the page views. This is one of the
  1st     Yahoo Japan                                                   reasons why Yahoo Japan - a popular portal site -
  2 nd    Google Japan                                                  is always ranking at #1, but not necessarily by the
  3 rd    MSN Japan
                                                                        search volume.

                                                                        According to Net Ratings Japan’s report (April 2006),
PPC Coverage (% market share)                                           Google’s property visitor grew by 31% to 14.2 million
                                                                        in 12 months. During the same period, Yahoo’s
  1st     Overture Japan                                                property visitor grew by 14%.
  2 nd    Google Japan

                                                                        Also, considering the fact that Google powers most
                                                                        of top 10 sites by visitor such as Biglobe, goo, and
                                                                        Excite Japan, Google may be in fact #1 search
                                                                        engines in Japan by search volume.

                                                                        Yahoo Japan shows Overture Japan’s paid ads.
                                                                        Overture Japan is shifting the system over to
Yahoo Japan Site Usage (%)
                                                                        Panama in 2007.
30
                                                                        With more than a half of the internet users accessing
25
                                                                        the web via mobile in Japan, the mobile search and
20                                                                      mobile ads would definitely the hot area in Japanese
                                                                        search market in 2007. It is predicted that the Internet
15
                                                                        advertising would grow to 755.8 Billion Yen market
10                                                                      by 2011 (including 128.4 bil Yen for mobile ads, and
                                                                        226.5 bil Yen for PPC ads).
 5

 0
                                                                        Sources:
 1st     Auction Pages 26%
 2 nd    Top Page 15%                                                   www.netratings.co.jp
 3 rd    Mail Pages 7%
 4 th     News Pages 7%
 5 th    Search Pages 6%




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Portugal
Population: 10.6m                                                                         Nuno Hipólito
Est. Internet Users: 7.8m                                                              Search Marketing
                                                                          http://www.searchmarketing.pt
Internet penetration: 73.1%

                                                                         Summary Comments

                                                                         Google is, by far, the market leader in Portugal.
                                                                         For the past year, Google.pt and Google.com have
                                                                         been, respectively, the first and third most popular
Search Engine Usage (% market share)
                                                                         sites, accounting for 2.400.00 unique visitors/day.
100
                                                                         The only “competitor” would be Sapo.pt, but its
 80                                                                      market share is very small. Sapo is a popular site,
                                                                         but it is more of an entertainment Portal (like Yahoo),
 60
                                                                         than a pure search engine. Sapo.pt also uses Google
                                                                         results for international searches. Clix.pt and Iol.pt
 40
                                                                         are also entertainment portals, which incorporate
 20                                                                      a search box, but they use Google search for their
                                                                         results.
  0
                                                                         When it comes to pay per click, the scenario is the
 1st     Google 90%                                                      same. Google dominates the market and Anúncios
 2 nd    Sapo 7%                                                         Sapo (Sapo’s Adwords) comes in a very distant
 3 rd    Clix 2%                                                         second place. Anúncios Sapo has a basic interface
 4 th    Iol.pl 1%
                                                                         and it can’t really be compared to Adwords, when it
                                                                         comes to functionality, but it has similar “search” and
                                                                         “content network” options. There is no other pay per
                                                                         click online system in Portugal at the moment.
PPC Coverage (% market share)

100                                                                      Banners are still very popular in Portugal, but we
                                                                         can feel a definitive shift towards PPC. Although
 80                                                                      there are some rumours that Sapo is working on an
                                                                         update to Anúncios Sapo, there has been no official
 60                                                                      confirmation from Sapo. But I know that Anúncios
                                                                         Sapo will soon be available in Sapo Blogs (a look-
 40
                                                                         alike to Blogspot) and Sapo Homepages (Sapo’s
                                                                         homepage service), which will certainly be important
 20
                                                                         to Sapo if it wishes to close the gap to Google’s
  0                                                                      dominance in Portugal.

 1st     Google 95%                                                      Statistical resources:
 2 nd    Sapo 5%
                                                                         netpanel.marktest.pt




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Russia
Population: 141.4m                                                                           Nick Wilsdon
Est. Internet Users: 29m                                                                        e3internet
Internet penetration: 25%                                                       http://www.e3internet.com
Online advertising spend: $210m
                                                                        Summary Comments

                                                                        Yandex is still the market leader but Google has
                                                                        continued to make ground over the last few months,
                                                                        overtaking Rambler to secure the No.2 position.
Search Engine Market Share (%)
                                                                        Rambler is fighting back though, recently appointing
50
                                                                        Ex-Yahoo! Europe chief, Mark Opzoomer, as CEO
40                                                                      and taking 51% control in the contextual advertising
                                                                        provider, Begun.ru.
30
                                                                        Yandex is also taking steps to increase and secure
20                                                                      their market share, matching Google on software
                                                                        releases (Yandex Money vs. Google Checkout,
10                                                                      Yandex Direct vs. Adwords, Maps, WiFi and Desktop
                                                                        Search). They have also created an enterprise level
 0                                                                      anti-spam system for small businesses and opened
                                                                        their forth data centre in Moscow.
 1st    Yandex 47.5%
 2 nd   Google 25.1%
                                                                        However Yandex’s contextual advertising program
 3 rd    Rambler 14.8%
                                                                        (Yandex Direct) is operating on an invite only
                                                                        basis for large volume partners. This strategy has
                                                                        kept the quality of their content network high and
                                                                        advertisers happy but runs the risk of alienating
PPC Coverage (% market share)
                                                                        ordinary webmasters, who are turning to Google for
60                                                                      advertising revenue.

50                                                                      A study by ComScore in June showed that the top 3
40                                                                      properties in Runet (based on monthly unique visitors)
                                                                        were Yandex, Mail.ru and Rambler. So there is still
30                                                                      work to be done by Google. It seems Google feels
20                                                                      the same way as they started advertising campaigns
                                                                        in June, rather than rely on word of mouth to build
10                                                                      support.
 0
                                                                        Sources:
1st     Yandex 55%
2 nd    Google 24%                                                      http://www.liveinternet.ru/stat/ru/searches.html
3 rd    Begun.ru 21%
                                                                        http://www.comscore.com/press/release.
                                                                        asp?press=1459


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Slovakia
Population: 5.4m                                                                      Katerina Rotterova
Est. Internet Users: 1’998’000                                                        BenedaGroup.com
                                                                            http://www.benedagroup.com
Internet penetration: 37%

                                                                         Summary Comments

                                                                         The number of Internet users in Slovakia is rising
                                                                         fast and the penetration reached 37% at the
                                                                         beginning of this year. Most of the users connect to
Search Engine Usage (% market share)                                     the Internet from their homes (58%), work (46,9%)
80                                                                       and universities (27,9%).
70
                                                                         Among the internet users there are mainly well-
60
                                                                         educated people, entrepreneurs, scientists and
50                                                                       students. Nearly 92% of the Internet population
40                                                                       connects to the Internet at least once per week (men
30                                                                       in the evening 6-9pm and women 9-12am).
20
10                                                                       November 2006 was very important for Slovak
                                                                         internet and especially for those who were interested
  0
                                                                         in advertisement. During this month Google launched
 1st     Google 75.6%
                                                                         Google AdSense in Slovak. In spite of this Etarget is
 2 nd    Zoznam 13.1%
                                                                         still the leader in Pay Per-Click advertisement. Among
 3 rd    Zoohoo 4.9%                                                     the advertising agencies, this kind of advertisement
 4 th    Atlas.sk 3.7%                                                   is becoming more and more popular and the next
 5 th    Azet.sk 0.7%                                                    growth is expected.


PPC Coverage (% market share)

60                                                                       Sources:

50
                                                                         www.aimsr.sk
40                                                                       www.mediaresearch.sk

30

20

10

 0

 1st     eTarget.sk 55%
 2 nd    Google 40%
 3 rd    AdFox.sk 5%




 All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                              This material may be published, broadcast or redistributed but must remain free of charge.
South Korea
Population: 49m                                                                           Ebina Cho
Est. Internet Users: 33.9m                                                                      KISA
Internet penetration: 69.1%                                       Korean Information Security Agency

                                                                       Summary Comments

                                                                       Naver is Korea’s No. 1 search portal service. The
                                                                       Naver search engine currently controls more than 70
                                                                       percent of local search traffic, according to industry
                                                                       figures. Naver’s popularity relies on its question-and-
                                                                       answer type search tool Knowledge Search, which
                                                                       allows users to answer and edit search results.

Search Engine Usage (% market share)                                   The Korean search marketplace is dominated by
80                                                                     question-and-answer type search services, which
70                                                                     tend to have stronger customer loyalty than general
                                                                       Web search services.
60
50
                                                                       Google’s CEO Eric Schmidt met earlier this year
40                                                                     with Daum Communications Corp., South Korea’s
30                                                                     No. 2 Internet search engine, to discuss broadening
20                                                                     their partnership. In 2006 Daum decided to end its
10                                                                     advertising relationship with Yahoo Inc. in favor of
 0                                                                     using Google for paid search results.

 1st     Naver 72.7%                                                   Additional Information:
 2 nd    Daum 11.5%
 3 rd    Yahoo! 6.2%                                                   This August, Verisign announced that Korea (.kr)
                                                                       domains were the third fastest growing ccTLD
                                                                       (country-code top level domain). This was no doubt
                                                                       helped by the release of the first level extension, .kr
                                                                       this spring. Until then only second level versions of
                                                                       the domain had been available (most popular being
                                                                       co.kr).

                                                                       ComScore has reported similar success for the Naver
                                                                       search engine. In their study of search properties the
                                                                       Korean Engine scored 5th place globally with XXX
                                                                       searches over the month of August.

                                                                       Sources:

                                                                       http://www.koreanclick.com
                                                                       http://inews.mk.co.kr
                                                                       http://www.verisign.com
                                                                       http://www.comscore.com
 All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                              This material may be published, broadcast or redistributed but must remain free of charge.
Spain
Population: 40.4m                                                                        Oskar Carreras
Est. Internet Users: 19.2m                                                                  WebCertain
Internet penetration: 47.5%                                                   http://www.webcertain.com

                                                                      Summary Comments

                                                                      With regard to the previous study we can see a slight
                                                                      increase of Google market share in detriment of minor
                                                                      search engines like Terra or Altavista, who have
                                                                      plummeted.

                                                                      Msn, which used to be the fifth in the list, goes up
                                                                      to the third position. Yahoo remains stable despite
Search Engine Usage (% market share)
                                                                      being the site that lures more visitors to in Spain.
50                                                                    Apparently, users tend to identify Yahoo more as a
                                                                      portal than as a search engine but I dare to predict
40                                                                    that this tendency can change in the future, and those
                                                                      visitors might become searchers.
30

20
                                                                      Sources:
10
                                                                      http://www.aimc.es
 0

 1st    Google 47.7%
 2 nd   Yahoo 17.4%
 3 rd    MSN 5.2%
 4 th    Terra.es 4%




All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                             This material may be published, broadcast or redistributed but must remain free of charge.
The Netherlands
 Population: 16.5m                                                                       Peter Kersbergen
 Est. Internet Users: 10.8m                                                                    WebCertain
 Internet penetration: 65.2%                                                    http://www.webcertain.com

                                                                       Summary Comments

                                                                       Google is the absolute and uncontested market leader
                                                                       in The Netherlands. Ilse used to hold a much stronger
Search Engine Market Share (%)                                         position - but loses market share pretty much every
                                                                       month.
100
                                                                       Five years ago the market share from Google was
 80
                                                                       32% and Ilse had 19%. Five years ago 62% of the
 60                                                                    internet users indicated they used Ilse sometimes,
                                                                       where only 49% used Google. It was well known
 40                                                                    back then that Google was mostly used by the more
                                                                       knowledgeable and tech savvy internet users, where
 20                                                                    the average user still used other search engines.
                                                                       (Mainly Ilse.) This explains the large difference in
  0                                                                    “being used sometimes” and market share Google
                                                                       claimed back then - more tech savvy and active
 1st     Google 94%
                                                                       internet users obviously made more searches.
 2 nd    Iise 2%
 3 rd    MSN 1%
                                                                       I can vividly remember the immense mouth-to-mouth
                                                                       exposure Google had back then and Google’s market
                                                                       share has grown with an unbelievably fast pace.

                                                                       As future developments go, Google is really starting
 User Reported Usage (%)
                                                                       to reach the limits as far as market share and usage
         I use this search engine sometimes
100                                                                    go. The bigger a company gets, the more people start
                                                                       disliking it, so sooner or later I would expect the growth
 80                                                                    to stop or even notice a small decline in market share
                                                                       in favor of some new hype. A good example of where
 60                                                                    is has happened is Internet Explorer / Firefox or even
                                                                       Windows / Linux. I foresee the growth continuing in
 40
                                                                       the immediate future though!
 20

  0

  1st     Google 97%
  2 nd    Iise 14%
  3 rd    MSN 6%
  4 th    Yahoo 4%
  5 th    Lycos 2%




 All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                              This material may be published, broadcast or redistributed but must remain free of charge.
Ukraine
Population: 46.3m                                                                             Nick Wilsdon
Est. Internet Users: 5.2m                                                                        e3internet
Internet penetration: 11.4%                                                      http://www.e3internet.com

                                                                       Summary Comments

                                                                       Google is the market leader in Ukraine but faces
                                                                       competition from expanding Russian engines, who
                                                                       take advantage of the high percentage of Russian-
Search Engine Usage (% market share)                                   speakers in the country. According to research carried
        Total Recorded Usage From All IPs                              out by the Kiev International Sociological Institute,
60
                                                                       45.3% of those interviewed said they find it easier to
50                                                                     speak Russian, 44% Ukrainian. It is easy to see why
40                                                                     Ukraine is an attractive market for the Russians.

30                                                                     Yandex, the leading Russian portal, has already
                                                                       opened two offices in the country and successfully
20
                                                                       launched their WiFi service there.
10
                                                                       Both Yandex (Yandex.ua) and Google (Google.co.ua)
 0
                                                                       have developed Ukrainian language portals, although
 1st     Google 51.3%
                                                                       Google seems to have missed a trick by not taking
 2 nd    Yandex 31.5%
                                                                       ownership of the Google.ua address. This echos their
 3 rd    Rambler 8.7%                                                  previous situation in Russia, where it took several
 4 th     Meta.ua 2.8%                                                 years of legal action to claim Google.ru.
 5 th    Mail.ru 2.6%
                                                                       In terms of paid advertising, Meta.ua, Yandex and
                                                                       Google have their own PPC systems. Mail.ru takes
Search Engine Usage (% market share)
                                                                       their adverts from Yandex and Rambler from Begun.
        Recorded Usage From Ukraine IPs Only
80                                                                     ru, although they do offer banner advertising directly.
70
60                                                                     META.ua is the leading Ukrainian engine, founded in
                                                                       1998. Inclusion is dependant on the content pertaining
50
                                                                       to Ukraine or being geographically hosted within the
40
                                                                       country’s IP range. The Bigmir.net directory also has
30                                                                     a significant market share.
20
10                                                                     Previously owning a .ua domain has been difficult;
 0                                                                     companies are required to hold a trademark registered
                                                                       in Ukraine. However the new .co.ua domain is
 1st     Google 69.8%                                                  unconditional, making it the easier choice for foreign
 2 nd    Yandex 15.1%                                                  marketers.
 3 rd    Meta.ua 5.4%
 4 th     Rambler 4.2%                                                 Sources:
 5 th    Bigmir.net 3.9%                                               http://index.bigmir.net/se
                                                                       Kiev International Sociological Institute
 All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                              This material may be published, broadcast or redistributed but must remain free of charge.
United Kingdom
Population: 60.8m                                                                         Andy Atkins-Krüger
Est. Internet Users: 37.6m                                                                       WebCertain
Internet penetration: 61.8%                                                        http://www.webcertain.com



                                                                       Summary Comments

                                                                       Developments in the UK based on Hitwise’s figures
                                                                       are fascinating. Despite some very competitive
                                                                       approaches to the market place by Yahoo, Microsoft
                                                                       and Ask with advertising campaigns galore, the
                                                                       number one search engine Google – has advanced in
                                                                       the last few months by 3% whilst Yahoo has lost 4%,
                                                                       Microsoft has lost 1% and Ask 2%. But that doesn’t
Search Engine Usage (% market share)
                                                                       add up to 100%! In fact, the biggest gainer in Hitwise’s
100                                                                    figures is actually ‘other’ – and this doesn’t include
                                                                       the growth in social networking which is included in
 80                                                                    another category. Other has moved up from 3% to
                                                                       7% - the equivalent of the growth in Google over the
 60
                                                                       same period. The figures have barely been affected
                                                                       by Yahoo’s recent roll out of Panama.
 40

 20                                                                    Additionally, Hitwise says the total share for search
                                                                       engines has gone down by 2% as a result of social
  0                                                                    networking – but that doesn’t mean there are fewer
                                                                       searches – it is in fact the reverse. What it means
 1st      Google 82%                                                   is there’s now even more use of the internet to
 2 nd     Yahoo 4%                                                     accommodate the Myspace, Bebo and Facebook
 3 rd     MSN/Live 4%                                                  new internet use. Yahoo has recently added Bebo to
 4 th     Ask 3%                                                       its partners – whilst orange has moved from Yahoo to
 5 th     Others 7%
                                                                       Google.

                                                                       In paid search engines, Miva and Mirago are still
                                                                       around – but whilst there are no specific figures – they
                                                                       have lost ground to the bigger boys.

                                                                       Sources:

                                                                       Hitwise




 All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                              This material may be published, broadcast or redistributed but must remain free of charge.
Contributors & Contacts
          Bulgaria                                                             Japan

          Georgi Georgiev                                                      Motoko Hunt
          Investor BG PLC                                                      AJPR
          http://www.ibg.bg                                                    http://www.ajpr.com
          georgi@start.bg                                                      rfq@ajpr.com


          China                                                                Portugal

          David Temple                                                         Nuno Hipólito
          China Search Marketing                                               Search Marketing
          http://www.chinasearchmarketingtour.com                              http://www.searchmarketing.pt
          dltemple@gmail.com                                                   info@searchmarketing.pt


          Czech Republic | Slovakia                                            Russia | Ukraine

          Katerina Rotterova                                                   Nick Wilsdon
          BenedaGroup.com                                                      e3internet
          http://www.benedagroup.com                                           http://www.e3internet.com
          katerina.rotterova@benedagroup.com                                   n.wilsdon@e3internet.com


          Estonia                                                              South Korea

          Robin Gurney                                                         Ebina Cho
          Altex Marketing                                                      Korean Information Security Agency
          http://www.altex-marketing.com
          robin@altex.ee


          Denmark                                                              Spain

          Rasmus Sørensen                                                      Oscar Carreras
          TLA Media                                                            WebCertain
          rs@tlamedia.dk                                                       http://www.webcertain.com
                                                                               oskar.carreras@webcertain.com

          Iceland

          Kristjan Mar Hauksson
          Nordic eMarketing
          http://www.nordicemarketing.com
          kristjan@nordicemarketing.is




All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                             This material may be published, broadcast or redistributed but must remain free of charge.
Contributors & Contacts
          Israel                                                                The Netherlands

          Gilad Sasson                                                          Peter Kersbergen
          Search Marketing                                                      WebCertain
          http://www.searchmarketing.co.il                                      http://www.webcertain.com
          gilad.sasson@gmail.com                                                peter.kersbergen@webcertain.com


          Italy                                                                 United Kingdom

          Sante J. Achille                                                      Andy Atkins-Krüger
          Search Engine Marketing Consultant                                    WebCertain
          http://blog.achille.name                                              http://www.webcertain.com
          sante@achille.name                                                    andy@webcertain.com




All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”.
                             This material may be published, broadcast or redistributed but must remain free of charge.

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Global Search Report 2007

  • 1. GLOBAL SEARCH REPORT 2007 Edited By Nick Wilsdon e3internet e internet http//www.e3internet.com 3 Sponsored By WebCertain.com In association with Multilingual Search http://www.multilingual-search.com All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 2. Country & Author Index Bulgaria Georgi Georgiev (Investor BG PLC) 3 China David Temple (China Search Marketing) 4 Czech Republic Katerina Rotterova (Beneda Group) 5 Denmark Rasmus Sørensen (TLA Media) 6 Estonia Robin Gurney (Altex Marketing) 7 Iceland Kristjan Mar Hauksson (Nordic eMarketing) 8 Israel Gilad Sasson (SearchMarketing.co.il) 9 Italy Sante J Achille (SJA) 10 Japan Motoko Hunt (AJPR) 11 Portugal Nuno Hipólito (SearchMarketing.pt) 12 Russia Nick Wilsdon (e3internet) 13 Slovakia Katerina Rotterova (BenedaGroup.com) 14 South Korea Ebina Cho (KISA) 15 Spain Oskar Carreras (WebCertain) 16 The Netherlands Peter Kersbergen (WebCertain) 17 Ukraine Nick Wilsdon (e3internet) 18 United Kingdom Andy Atkins-Krüger (WebCertain) 19 Author Contacts 20 All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 3. Introduction Welcome to the first 2007 Global Search Report. The aim of this annual report is to introduce and raise the profiles of internet markets outside the well reported US/UK sphere. According to a recently released study by ComScore there were over 61bln searches carried out in August. As internet use grows internationally, it becomes increasingly important to develop global strategies that tap this opportunity. If you are an experienced or new multilingual marketer this report should provide you with useful statistics and comments. All provided by local experts working in these markets. This year we are profiling 15 countries, next year we hope to double this number. Contact details for our contributors can be found at the end of the document. I would like to thank them all for their specialist input, which made this report possible. Nick Wilsdon Bulgaria Georgi Georgiev Investor BG PLC http://www.ibg.bg Population: 7.3m Summary Comments Est. Internet Users: 2.2m Internet penetration: 30% In the last 12 months the leading position of Google has stabilized, there have been no major changes. However a new local player from Bulgaria has appeared on the scene - www.jabse.com. The agency controlled online advertising market in Search Engine Usage (% market share) Bulgaria grew 110% from 2005 to 2006 shows a recent 100 study by Investor.bg. Advertisers spend 5.6 million leva (3.8 mln USD) through advertising agencies and 80 media shops during 2005. In 2006 spending increases rapidly to 12.5 mln. leva (8.6 mln USD) and is expected 60 to reach 20 mln. leva in 2007 (13.7 mln. USD). This implies a 60% growth in internet advertisng for 2007. 40 Top advertisers are from the telecommunications 20 industry - mobile and fixed-phone operators, followed by companies from the financial sector - mainly 0 banks. Bulgarian online advertisting market volume now accounts for 4-5% of the Bulgarian advertising 1st Google 90% 2 nd MSN 5% market and is expected to account for between 5 and 3 rd Yahoo! 5% 10 percent of the market in the following years. 4 th Jabse 0.5% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 4. China Population: 1.3 billion David Temple Est. Internet Users: 162m China Search Marketing http://www.chinasearchmarketingtour.com Internet penetration: 12.25% Summary Comments According to Analysys International, an Internet based provider of business information, the China search engine market will see a compound annual Search Engine Usage (% market share) growth of more than 30% from 2006 to 2010. Baidu 60 continues to lead the pack as the other search engines struggle to keep pace. Baidu has added a 50 news service and a blogging service called Baidu 40 Spaces. Much of Baidu’s early success can be attributed to its MP3 search engine. 30 20 Eric Schmidt, Google CEO said of China, “We will take a long term view to win in China. The Chinese 10 have 5,000 years of history. Google has 5,000 years 0 of patience in China.” Although Google has made some progress in terms of market share, they may 1st Baidu 55% indeed need 5,000 years to pass Baidu. 2 nd Google 21.7% 3 rd Yahoo! 7.2% At Search Engine Strategies China 2006 Jack Ma, CEO of Yahoo! China said, “In 3-5 years, we will change the rules of the game. We don’t need to follow Google or Baidu’s rules. We will make our own rules.” Yahoo! China has lost market share PPC Coverage (% market share) since that time and have take a new path to be a 60 business oriented search engine. “If Yahoo is going to win, it has to do so in a new way,” Ma said earlier 50 this year. 40 Sources 30 20 iResearch Inc. Analysis International 10 0 1st Baidu 57% 2 nd Google 18.7% 3 rd Yahoo 13.6% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 5. Czech Republic Population: 10.2m Katerina Rotterova Est. Internet Users: 4.4m BenedaGroup.com http://www.benedagroup.com Internet penetration: 42.4% Total expenditures to media: 22,34 mld. CZK Online advertising spend: 1,35 mld. CZK (6%) Summary Comments The market leader is still Seznam and Google occupies the second place. During the last year, Search Engine Usage (% market share) Seznam launched its own Pay Per Click system Sklik.cz that has become the biggest and the most 80 popular system. Even launching Google´s Adwords 70 and AdSense in Czech at the end of the last year did 60 not influence the position of Seznam to much. 50 40 The position of the other two Pay Per Click systems 30 Etarget and Billboard is not so strong, but are also 20 used quite often. 10 During the last two years, there was a boom especially 0 in SEO and Pay Per Click campaigns. Many new companies appeared on the market offering the 1st Seznam.cz 62.53% services in SEM and trainings of basic principles of 2 nd Google 24.75% 3 rd Centrum.cz 4.84% SEO and Pay Per Click ads. 4 th Atlas.cz 2.58% 5 th Jyxo.cz 0.42% A lot of Czech companies understand that Internet is becoming to be one of the most important ways how to target their consumers and spend more and more money on the advertising via Internet. This trend is PPC Coverage (% market share) expected to growth in the future as the number of the 40 internet users will grow too (Internet penetration in 35 2005 – 30,5%; in 2006 – 34,9%; in 2007 – 42,4%). 30 25 Statistical resources: 20 15 www.netmonitor.cz 10 www.navrcholu.cz 5 0 1st Sklik.cz (Seznam) 40% 2 nd Google 25% 3 rd eTarget.cz 20% 4 th Adfox.cz (Seznam) 10% 5 th bbKontext.cz 5% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 6. Denmark Population: 5.4m Rasmus Sørensen Est. Internet Users: 3.7m TLA Media Internet penetration: 68.8% Summary Comments The ball game pretty much have looked the same for the last 12 months and I don’t expect this to change Search Engine Usage (% market share) much. Denmark is still more or less Google Country, 80 both in terms of organic searches and PPC/SEM. MSN Adcenter haven’t launched yet, but maybe it will 70 have an effect, somewhat small as MSN still have a 60 relatively small market share. The private programs 50 are so small that they really haven’t got any merit 40 and I don’t see their share rise anytime soon. 30 20 All in all Denmark – and Scandinavia for that matter 10 – is, like most European markets, dominated by Google and Adwords. Yahoo and YSM is none 0 existent. The reason is primarily that Yahoo decided 1st Google 80% to close their entire local presence here a few years 2 nd Jubii.dk 7% ago. They simply killed the local directories and 3 rd MSN.dk 5% laid off all employees. That move effectively killed 4 th Eniro.dk 5% Danish and Scandinavian advertising and ppc on 5 th Others 3% that network. Nobody use them for search here anymore. Generally Danish companies have adapted ppc/sem PPC Coverage (% market share) as an important element in their online marketing 100 efforts and recent research data have shown that online advertising have overtaken both print and 80 radio advertising in annual spend. The outlook is still very positive as more and more companies 60 realise the value of online presence and advertising. 40 Business.dk reports that the average advertising spend in Denmark have reached aprox. $98 per 20 person with an internet connection. The number for the US is $118. Denmark more or less tops the list 0 in Europe as to how much money goes into online advertising per person. 1st Google Adwords 85% 2 nd Jubii Sponsored Links 5% So the future looks promising even though a new 3 rd MSN Adcenter/Yahoo SM 5% major competitor to Google would be refreshing. 4 th Others - Private Programs 5% Statistical resources: http://www.business.dk All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 7. Estonia Population: 1.3m Robin Gurney Est. Internet Users: 69’0000 Altex Marketing Internet penetration: 42.4% http://www.altex-marketing.com Summary Comments www.ee (WWWärk) changed their design & layout. It brought the usage up for a while, but in the long Search Engine Usage (% market share) run, the effect was not very significant. Rumoured 80 changes in the ownership (Infoweb) will probably result in an improved sales team, so the market share 70 of PPC might grow a little. Search results have also 60 improved during the year, references to yellow pages 50 of Infoweb have been removed, and current clientele 40 is far more likely to use www.ee search again, so 30 their share of organic results/general popularity will 20 grow during 2007, perhaps by 2%. 10 DELFI Otsing added specific search groups in 0 addition to Internet, News, YellowPages & Numbers, that were there when they started. Now there is 1st Neti 75% 2 nd Google 20% map (address-based search), which also has been 3 rd DELFI 12% improved during the year. Interior - furniture, garden, 4 th WWW.ee 2% building materials, design furniture (customised 5 th Alltheweb, Altavista & others 2% sets). Real estate - mirror-site/search with City24. Cars - mirror-site/search with motors.ee. Popularity of Delfi search is growing due to more aggressive marketing from DELFI-s side and greater integration PPC Coverage (% market share) to DELFI content. But for PPC, market share will not 50 grow - they are reaching the limit for paid keywords and keyword based banners are not selling too well 40 in Estonian market. 30 Neti.ee is still the leader and not likely to lose their position, though more and more Neti.ee clients are 20 using Google in parallel. Google’s share in organic results is growing. 10 0 Organic SEO in Estonia is on the rise but it is still relatively easy to achieve top positions for keywords 1st Neti 75% provided the site is SE friendly and follows basic 2 nd DELFI 30% SEO guidelines. 3 rd Google 12% 4 th WWW.ee 2% Keyword research has to be conducted manually, 5 th Others 2% there are no similar tools to keyworddiscovery etc. that incorporate Estonian data. All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 8. Iceland Population: 301,900 Kristjan Mar Hauksson Est. Internet Users: 258’000 Nordic eMarketing Internet penetration: 85.4% http://www.nordicemarketing.com Summary Comments Google has not gained the foothold in Iceland as in the rest of Europe, local search is still strong and the Search Engine Usage (% market share) other “big” engines only have marginal shares of the market. 60 50 As of may 2006 Iceland replaced South Korea with the highest broadband penetration rate, according 40 to 2005 broadband statistics released by OECD. 30 The Iceland telecom market is not big but very 20 technologically advanced. Iceland telecom and 10 Vodafone, the major players, provide modern services to highly scattered and prosperous inhabitants. 0 Mobile phone penetration on GSM, GPRS and NMT networks is among the highest in Europe. 1st Google.is 51% 2 nd Leit.is 42% Google is slowly gaining more market share and 3 rd Embla.is 2% there are new search players are merging, such as 4 th Finna.is 1% 5 th Others 4% netleit.is. Even though Iceland has embraced the Internet as a tool they are not as likely to use it as a marketing medium. Using Organic SEO in Iceland is on the rise but it is still relatively easy to achieve PPC Coverage (% market share) top positions for keywords following basic search engine optimising guidelines. Keyword research 100 can be done through Leit.is and Google offers some 80 insight into the world of search in Iceland through AdWords. 60 Statistical Sources: 40 Statice.is and the annual Nordic eMarketing 20 research 0 1st Google 95% 2 nd Embla.is 2% 3 rd Others 3% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 9. Israel Population: 6.4m Gilad Sasson Est. Internet Users: 3.7m Search Marketing Internet penetration: 57.5% http://www.searchmarketing.co.il Summary Comments In the last 12 months, Google remained the unshakable King of search and became even stronger, establishing a new sales HQ at Tel Aviv and Search Engine Usage (% market share) opening not one but two R&D centres at Haifa and Tel Aviv. Google achievements in Israel are even more 80 remarkable when understanding that in the list above 70 Google is the only interface based on search while all 60 other sites function as content/community/mail portals 50 first, and yes, they too have a search box. 40 30 The new contextual system from Walla.co.il 20 (Advantage) was meant to shock the Israeli PPC market at the beginning of 2007, but Walla operators, 10 with an undetermined policy and plan changes in its 0 first few days managed to sabotage their own efforts. Once the walla.co.il Advantage system was finally 1st Google 90% 2 nd launched many advertisers were highly disappointed Walla.co.il 11% 3 rd MSN 5% with search volumes and ROI bottom line, compared 4 th Nana.co.il 2% to Google. 5 th Tapuz.co.il 2% In recent months there was a noticeable leap in search marketing interest from big companies and PPC Coverage (% market share) cooperation as well as SMB who started to understand 100 the simplicity and cost effective manners of SEO & Pay Per Click campaigns. This fact drove many new 80 advertisers to the SERPs and Average bids cost today appx. 20%-50% higher then last year, in some cases 60 the jump is even greater. 40 Also worth mentioning is the tremendous increase in the number of SEM agencies and increased cooperation 20 between Interactive agencies and traditional media. 0 It seems that the last year marked the legitimacy and the added value of search engine marketing to the 1st Google 83% Israeli advertising and marketing pie. 2 nd Walla.co.il 4% 3 rd Merlin.co.il 4% Statistical Sources: TGI/TIM survey from January 4 th Others 10% 2007 in relation to the weekly exposure of Israeli Internet users (http://www.searchmarketing.co.il/ content/view/766/3/) All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 10. Italy Population: 58.1m Sante J. Achille Est. Internet Users: 28.9m SJA Internet penetration: 49.6% http://blog.achille.name Summary Comments From an infrastructural point of view DSL penetration continues to expand throughout the country, and is expected to reach 8 million domestic and business connections in 2007. Top Italian Portals Dialup users are still a significant number in the order Manzoni Virgilio of 4 million, and broadband is available to a limited MSN RAI clique of users (under 500.000) YAhoo! Libero Tuttogratis Users rely heavily on Google with nearly 80% of the SKY search market share. MSN/Live, Libero, YAHOO!, and Tiscali Alice are the other search engines used by Italians for search. What should be noted is a considerable growth in the general awareness of the web as a means to find information as well as products and services. The increase in Internet Usage, and acquaintance Italians have with the online world make Italy a marketplace worth careful consideration. Reach and success in the Italian Market will heavily depends on the capability to personalize and adapt communication that differs significantly from the typical US approach. Statistical Sources: http://www.nielsen-netratings.com/pr/pr_070702_ IT.pdf All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 11. Japan Population: 127.4m Mokoto Hunt Est. Internet Users: 86.3m AJPR http://www.ajpr.com Internet penetration: 67.7% Summary Comments The challenge in determining the market share of Japanese search engines is that they never disclose Search Engine Market Share (%) the search volume. All reports talk about the number of visitors or the page views. This is one of the 1st Yahoo Japan reasons why Yahoo Japan - a popular portal site - 2 nd Google Japan is always ranking at #1, but not necessarily by the 3 rd MSN Japan search volume. According to Net Ratings Japan’s report (April 2006), PPC Coverage (% market share) Google’s property visitor grew by 31% to 14.2 million in 12 months. During the same period, Yahoo’s 1st Overture Japan property visitor grew by 14%. 2 nd Google Japan Also, considering the fact that Google powers most of top 10 sites by visitor such as Biglobe, goo, and Excite Japan, Google may be in fact #1 search engines in Japan by search volume. Yahoo Japan shows Overture Japan’s paid ads. Overture Japan is shifting the system over to Yahoo Japan Site Usage (%) Panama in 2007. 30 With more than a half of the internet users accessing 25 the web via mobile in Japan, the mobile search and 20 mobile ads would definitely the hot area in Japanese search market in 2007. It is predicted that the Internet 15 advertising would grow to 755.8 Billion Yen market 10 by 2011 (including 128.4 bil Yen for mobile ads, and 226.5 bil Yen for PPC ads). 5 0 Sources: 1st Auction Pages 26% 2 nd Top Page 15% www.netratings.co.jp 3 rd Mail Pages 7% 4 th News Pages 7% 5 th Search Pages 6% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 12. Portugal Population: 10.6m Nuno Hipólito Est. Internet Users: 7.8m Search Marketing http://www.searchmarketing.pt Internet penetration: 73.1% Summary Comments Google is, by far, the market leader in Portugal. For the past year, Google.pt and Google.com have been, respectively, the first and third most popular Search Engine Usage (% market share) sites, accounting for 2.400.00 unique visitors/day. 100 The only “competitor” would be Sapo.pt, but its 80 market share is very small. Sapo is a popular site, but it is more of an entertainment Portal (like Yahoo), 60 than a pure search engine. Sapo.pt also uses Google results for international searches. Clix.pt and Iol.pt 40 are also entertainment portals, which incorporate 20 a search box, but they use Google search for their results. 0 When it comes to pay per click, the scenario is the 1st Google 90% same. Google dominates the market and Anúncios 2 nd Sapo 7% Sapo (Sapo’s Adwords) comes in a very distant 3 rd Clix 2% second place. Anúncios Sapo has a basic interface 4 th Iol.pl 1% and it can’t really be compared to Adwords, when it comes to functionality, but it has similar “search” and “content network” options. There is no other pay per click online system in Portugal at the moment. PPC Coverage (% market share) 100 Banners are still very popular in Portugal, but we can feel a definitive shift towards PPC. Although 80 there are some rumours that Sapo is working on an update to Anúncios Sapo, there has been no official 60 confirmation from Sapo. But I know that Anúncios Sapo will soon be available in Sapo Blogs (a look- 40 alike to Blogspot) and Sapo Homepages (Sapo’s homepage service), which will certainly be important 20 to Sapo if it wishes to close the gap to Google’s 0 dominance in Portugal. 1st Google 95% Statistical resources: 2 nd Sapo 5% netpanel.marktest.pt All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 13. Russia Population: 141.4m Nick Wilsdon Est. Internet Users: 29m e3internet Internet penetration: 25% http://www.e3internet.com Online advertising spend: $210m Summary Comments Yandex is still the market leader but Google has continued to make ground over the last few months, overtaking Rambler to secure the No.2 position. Search Engine Market Share (%) Rambler is fighting back though, recently appointing 50 Ex-Yahoo! Europe chief, Mark Opzoomer, as CEO 40 and taking 51% control in the contextual advertising provider, Begun.ru. 30 Yandex is also taking steps to increase and secure 20 their market share, matching Google on software releases (Yandex Money vs. Google Checkout, 10 Yandex Direct vs. Adwords, Maps, WiFi and Desktop Search). They have also created an enterprise level 0 anti-spam system for small businesses and opened their forth data centre in Moscow. 1st Yandex 47.5% 2 nd Google 25.1% However Yandex’s contextual advertising program 3 rd Rambler 14.8% (Yandex Direct) is operating on an invite only basis for large volume partners. This strategy has kept the quality of their content network high and advertisers happy but runs the risk of alienating PPC Coverage (% market share) ordinary webmasters, who are turning to Google for 60 advertising revenue. 50 A study by ComScore in June showed that the top 3 40 properties in Runet (based on monthly unique visitors) were Yandex, Mail.ru and Rambler. So there is still 30 work to be done by Google. It seems Google feels 20 the same way as they started advertising campaigns in June, rather than rely on word of mouth to build 10 support. 0 Sources: 1st Yandex 55% 2 nd Google 24% http://www.liveinternet.ru/stat/ru/searches.html 3 rd Begun.ru 21% http://www.comscore.com/press/release. asp?press=1459 All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 14. Slovakia Population: 5.4m Katerina Rotterova Est. Internet Users: 1’998’000 BenedaGroup.com http://www.benedagroup.com Internet penetration: 37% Summary Comments The number of Internet users in Slovakia is rising fast and the penetration reached 37% at the beginning of this year. Most of the users connect to Search Engine Usage (% market share) the Internet from their homes (58%), work (46,9%) 80 and universities (27,9%). 70 Among the internet users there are mainly well- 60 educated people, entrepreneurs, scientists and 50 students. Nearly 92% of the Internet population 40 connects to the Internet at least once per week (men 30 in the evening 6-9pm and women 9-12am). 20 10 November 2006 was very important for Slovak internet and especially for those who were interested 0 in advertisement. During this month Google launched 1st Google 75.6% Google AdSense in Slovak. In spite of this Etarget is 2 nd Zoznam 13.1% still the leader in Pay Per-Click advertisement. Among 3 rd Zoohoo 4.9% the advertising agencies, this kind of advertisement 4 th Atlas.sk 3.7% is becoming more and more popular and the next 5 th Azet.sk 0.7% growth is expected. PPC Coverage (% market share) 60 Sources: 50 www.aimsr.sk 40 www.mediaresearch.sk 30 20 10 0 1st eTarget.sk 55% 2 nd Google 40% 3 rd AdFox.sk 5% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 15. South Korea Population: 49m Ebina Cho Est. Internet Users: 33.9m KISA Internet penetration: 69.1% Korean Information Security Agency Summary Comments Naver is Korea’s No. 1 search portal service. The Naver search engine currently controls more than 70 percent of local search traffic, according to industry figures. Naver’s popularity relies on its question-and- answer type search tool Knowledge Search, which allows users to answer and edit search results. Search Engine Usage (% market share) The Korean search marketplace is dominated by 80 question-and-answer type search services, which 70 tend to have stronger customer loyalty than general Web search services. 60 50 Google’s CEO Eric Schmidt met earlier this year 40 with Daum Communications Corp., South Korea’s 30 No. 2 Internet search engine, to discuss broadening 20 their partnership. In 2006 Daum decided to end its 10 advertising relationship with Yahoo Inc. in favor of 0 using Google for paid search results. 1st Naver 72.7% Additional Information: 2 nd Daum 11.5% 3 rd Yahoo! 6.2% This August, Verisign announced that Korea (.kr) domains were the third fastest growing ccTLD (country-code top level domain). This was no doubt helped by the release of the first level extension, .kr this spring. Until then only second level versions of the domain had been available (most popular being co.kr). ComScore has reported similar success for the Naver search engine. In their study of search properties the Korean Engine scored 5th place globally with XXX searches over the month of August. Sources: http://www.koreanclick.com http://inews.mk.co.kr http://www.verisign.com http://www.comscore.com All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 16. Spain Population: 40.4m Oskar Carreras Est. Internet Users: 19.2m WebCertain Internet penetration: 47.5% http://www.webcertain.com Summary Comments With regard to the previous study we can see a slight increase of Google market share in detriment of minor search engines like Terra or Altavista, who have plummeted. Msn, which used to be the fifth in the list, goes up to the third position. Yahoo remains stable despite Search Engine Usage (% market share) being the site that lures more visitors to in Spain. 50 Apparently, users tend to identify Yahoo more as a portal than as a search engine but I dare to predict 40 that this tendency can change in the future, and those visitors might become searchers. 30 20 Sources: 10 http://www.aimc.es 0 1st Google 47.7% 2 nd Yahoo 17.4% 3 rd MSN 5.2% 4 th Terra.es 4% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 17. The Netherlands Population: 16.5m Peter Kersbergen Est. Internet Users: 10.8m WebCertain Internet penetration: 65.2% http://www.webcertain.com Summary Comments Google is the absolute and uncontested market leader in The Netherlands. Ilse used to hold a much stronger Search Engine Market Share (%) position - but loses market share pretty much every month. 100 Five years ago the market share from Google was 80 32% and Ilse had 19%. Five years ago 62% of the 60 internet users indicated they used Ilse sometimes, where only 49% used Google. It was well known 40 back then that Google was mostly used by the more knowledgeable and tech savvy internet users, where 20 the average user still used other search engines. (Mainly Ilse.) This explains the large difference in 0 “being used sometimes” and market share Google claimed back then - more tech savvy and active 1st Google 94% internet users obviously made more searches. 2 nd Iise 2% 3 rd MSN 1% I can vividly remember the immense mouth-to-mouth exposure Google had back then and Google’s market share has grown with an unbelievably fast pace. As future developments go, Google is really starting User Reported Usage (%) to reach the limits as far as market share and usage I use this search engine sometimes 100 go. The bigger a company gets, the more people start disliking it, so sooner or later I would expect the growth 80 to stop or even notice a small decline in market share in favor of some new hype. A good example of where 60 is has happened is Internet Explorer / Firefox or even Windows / Linux. I foresee the growth continuing in 40 the immediate future though! 20 0 1st Google 97% 2 nd Iise 14% 3 rd MSN 6% 4 th Yahoo 4% 5 th Lycos 2% All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 18. Ukraine Population: 46.3m Nick Wilsdon Est. Internet Users: 5.2m e3internet Internet penetration: 11.4% http://www.e3internet.com Summary Comments Google is the market leader in Ukraine but faces competition from expanding Russian engines, who take advantage of the high percentage of Russian- Search Engine Usage (% market share) speakers in the country. According to research carried Total Recorded Usage From All IPs out by the Kiev International Sociological Institute, 60 45.3% of those interviewed said they find it easier to 50 speak Russian, 44% Ukrainian. It is easy to see why 40 Ukraine is an attractive market for the Russians. 30 Yandex, the leading Russian portal, has already opened two offices in the country and successfully 20 launched their WiFi service there. 10 Both Yandex (Yandex.ua) and Google (Google.co.ua) 0 have developed Ukrainian language portals, although 1st Google 51.3% Google seems to have missed a trick by not taking 2 nd Yandex 31.5% ownership of the Google.ua address. This echos their 3 rd Rambler 8.7% previous situation in Russia, where it took several 4 th Meta.ua 2.8% years of legal action to claim Google.ru. 5 th Mail.ru 2.6% In terms of paid advertising, Meta.ua, Yandex and Google have their own PPC systems. Mail.ru takes Search Engine Usage (% market share) their adverts from Yandex and Rambler from Begun. Recorded Usage From Ukraine IPs Only 80 ru, although they do offer banner advertising directly. 70 60 META.ua is the leading Ukrainian engine, founded in 1998. Inclusion is dependant on the content pertaining 50 to Ukraine or being geographically hosted within the 40 country’s IP range. The Bigmir.net directory also has 30 a significant market share. 20 10 Previously owning a .ua domain has been difficult; 0 companies are required to hold a trademark registered in Ukraine. However the new .co.ua domain is 1st Google 69.8% unconditional, making it the easier choice for foreign 2 nd Yandex 15.1% marketers. 3 rd Meta.ua 5.4% 4 th Rambler 4.2% Sources: 5 th Bigmir.net 3.9% http://index.bigmir.net/se Kiev International Sociological Institute All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 19. United Kingdom Population: 60.8m Andy Atkins-Krüger Est. Internet Users: 37.6m WebCertain Internet penetration: 61.8% http://www.webcertain.com Summary Comments Developments in the UK based on Hitwise’s figures are fascinating. Despite some very competitive approaches to the market place by Yahoo, Microsoft and Ask with advertising campaigns galore, the number one search engine Google – has advanced in the last few months by 3% whilst Yahoo has lost 4%, Microsoft has lost 1% and Ask 2%. But that doesn’t Search Engine Usage (% market share) add up to 100%! In fact, the biggest gainer in Hitwise’s 100 figures is actually ‘other’ – and this doesn’t include the growth in social networking which is included in 80 another category. Other has moved up from 3% to 7% - the equivalent of the growth in Google over the 60 same period. The figures have barely been affected by Yahoo’s recent roll out of Panama. 40 20 Additionally, Hitwise says the total share for search engines has gone down by 2% as a result of social 0 networking – but that doesn’t mean there are fewer searches – it is in fact the reverse. What it means 1st Google 82% is there’s now even more use of the internet to 2 nd Yahoo 4% accommodate the Myspace, Bebo and Facebook 3 rd MSN/Live 4% new internet use. Yahoo has recently added Bebo to 4 th Ask 3% its partners – whilst orange has moved from Yahoo to 5 th Others 7% Google. In paid search engines, Miva and Mirago are still around – but whilst there are no specific figures – they have lost ground to the bigger boys. Sources: Hitwise All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 20. Contributors & Contacts Bulgaria Japan Georgi Georgiev Motoko Hunt Investor BG PLC AJPR http://www.ibg.bg http://www.ajpr.com georgi@start.bg rfq@ajpr.com China Portugal David Temple Nuno Hipólito China Search Marketing Search Marketing http://www.chinasearchmarketingtour.com http://www.searchmarketing.pt dltemple@gmail.com info@searchmarketing.pt Czech Republic | Slovakia Russia | Ukraine Katerina Rotterova Nick Wilsdon BenedaGroup.com e3internet http://www.benedagroup.com http://www.e3internet.com katerina.rotterova@benedagroup.com n.wilsdon@e3internet.com Estonia South Korea Robin Gurney Ebina Cho Altex Marketing Korean Information Security Agency http://www.altex-marketing.com robin@altex.ee Denmark Spain Rasmus Sørensen Oscar Carreras TLA Media WebCertain rs@tlamedia.dk http://www.webcertain.com oskar.carreras@webcertain.com Iceland Kristjan Mar Hauksson Nordic eMarketing http://www.nordicemarketing.com kristjan@nordicemarketing.is All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.
  • 21. Contributors & Contacts Israel The Netherlands Gilad Sasson Peter Kersbergen Search Marketing WebCertain http://www.searchmarketing.co.il http://www.webcertain.com gilad.sasson@gmail.com peter.kersbergen@webcertain.com Italy United Kingdom Sante J. Achille Andy Atkins-Krüger Search Engine Marketing Consultant WebCertain http://blog.achille.name http://www.webcertain.com sante@achille.name andy@webcertain.com All material is copyright to the respective authors. This document is released under a Creative Commons License with “Some Rights Reserved”. This material may be published, broadcast or redistributed but must remain free of charge.