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Interest in U.S. search engine marketing has contributed to an expansion of research in this area. International search engines haven't received the same kind of press as their U.S. counterparts ‚ yet. Although fewer American companies sell products or services beyond U.S. borders, numerous big brands as well as specialized boutiques are interested. As such, expect more information on international search to become available. Use the Hitwise charts in Figure 13.2 for ideas of which popular international search engines may work for your business. Figure 13.2. The following charts from Hitwise show the Top 10 most popular search engines in October 2003 for Internet users in Australia, Hong Kong, New Zealand, Singapore, and the United Kingdom.
Going forward, advertisers can look to Pay-For-Placement (PFP) search engines as a one-stop international marketing solution. Espotting, for example, powers 850 million queries a month across Europe. Their key distribution partners in Europe include Yahoo! Europe, Lycos, UK Plus, Tiscali, Web.de, and O2. As this book goes to print, a merger between Epsotting and FindWhat.com is under negotiation. Should it go forward, advertisers can look to a new entity that will power 2.25 billion queries a month across 11 countries including the United States, the United Kingdom, France, Germany, Spain, Italy, Sweden, Denmark, Norway, Ireland, and Switzerland. Important
Country-specific PFP search engines will likely pop up, too. It'll be so much easier for companies to market on one search engine that provides search results to a site distribution network focused on one country's users. Whether you're marketing in the United States or abroad, regional targeting is coming to a search engine near you. This new capability promises to direct consumers in the geographic markets you serve to your web site. |
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