When a brand turns into a verb – and not just an ordinary verb at that, one that many of us do nearly as regularly as breathing and blinking – you know you have a great product.
And when that same brand, which is now a full-fledged verb, makes the word “search” sound ancient, what you have is a revolutionary invention.
Notice we don’t use “look it up” or “check the dictionary” or “try the internet” anymore when we tell someone to look for the definition of something? We just say “google it”. Heck, we have learned to trust Google so much instead of calling the family physician for an opinion on that recent spate of absentmindedness, we simply google “symptoms of early Alzheimer’s”.
Yes, Google has turned into some omniscient virtual entity, and if somebody starts claiming miracles, too, somebody just might turn it into a religion.
Even in marketing, where the world wide web is a non-negotiable must-have, Google wields a great deal of influence. In fact, the birth of SEO lends credit to Google, as there was a need for an industry whose main focus is to boost the ranking of a name or term in Google and other search engine results. But mainly in Google.
“It’s no surprise that Google is the go-to search engine in the world. Its global market share is around 70% — still a great number considering that there are a dozen other choices.”
Yes, it is every SEO guy’s dream to rank high in Google, but there’s still the other 30% that’s waiting to be tapped, too. Thanks to the diversity of Asia, the Asian market alone has more than a handful of search engines to be explored and tried in order to maximize an SEO campaign. Let’s check out what the following names on the list can offer in the context of the SEO industry.
Bing is Microsoft’s answer to Google, and so far, a far second in market share. It might never be as popular as Google, but at least, it’s the best alternative, at least according to one-fifth of internet users who say Bing is their search engine of choice. Now, if more than two-thirds of the world’s internet users rely on Google, what made the 20% trust Bing instead? Good question. Lifehacker, a tech website, has some great articles where they try to convince readers why Bing is worth giving a try. Among the arguments include:
- Bing is especially helpful to digital marketers using advanced search operators. Why? There are various tools that can give you inbound link data, but there’s only one place to go for outbound link information – Bing.
- If you’re big on content, especially videos, Bing’s video search is significantly better than Google’s, giving you a grid of large thumbnails that you can click on to play or preview if you hover over them.
- Bing covers the same wide scope as Google, with an invitation to search for anything, everything, and sometimes get “quick answers” back with data tidbits. It does some topics in unique ways, like its Visual Search, video thumbnails, and robust travel visualization.
- And just for bragging rights, Bing powers Yahoo’s search engine.
Yahoo! is several things: it is a search engine, a news aggregator, a shopping center, an emailbox, a travel directory, a horoscope and games center, and more. Yahoo!’s homepage has news, sports info, and links to all of their services that make up almost anything you could want to do online. This works even better if you use Yahoo! for email, but it does mean that you have to change pages to use another search engine. This ‘web portal’ breadth of choice makes this a very helpful site for Internet beginners, as well as those whose prospects are into a lot of things all at once. But here’s more good news: some experts profess Yahoo! Finance is more helpful, and more importantly, Yahoo! users sleep a little more soundly at night knowing their digital footprint is safer. While Yahoo! has yet to develop a mechanism that doesn’t keep your search history, it’s a lot better in this regard than Google.
Baidu is to China what Google is to the rest of the world – a household name. In fact, Baidu owns 60% of the search market in China and is still growing in strength. Recent developments, such as its decision to branch in Internet Television and a recent partnership with Bing, means that Baidu is no pushover and wouldn’t be satisfied to cater to the Chinese market only.
It’s set up is very similar to Google, utilizing PPC (pay-per-click) and organic listings to provide search results triggered by specific keywords. Placement is very similar also with PPC ads on the top and right hand side of the landscape (marked) and organic ads placed centrally.
Baidu has profited in this market due to many factors: It handles the Chinese language better than Google, providing more accurate results and also has the ability to perform multi-platform search (including music and videos). Baidu also passes government restrictions and the highly public fall out between Google and the Chinese government has only aided Baidu’s market dominance. So if you’re going to do business in China, it’s a no-brainer.
Naver. If you happen to do business in Korea, it is wise that you focus your SEO efforts on Naver, as it owns a huge 62% of the South Korean search market. In contrast, “global” engines such as Google and Yahoo own just 7% combined. Indeed, such is the dominance of Naver that Google altered its simplistic design to a more portal based option, with limited success.
Naver dominates the market in South Korea because it can adapt to the language difficulties and the search trends of the country. Naver also has historical and trustworthy presence which is supported by its high online shopping penetration (99%).
The Naver landscape is radically different, but PPC ads dominate the landscape and organic ads are placed only in a small area low down on the page. Furthermore, the same business can be placed numerous times through PPC on one page .
Duck Duck Go. If you think your prospects are those who value their privacy more than anything else, then you better start cramming your ads and posts and whatnot here. To put things in perspective: Duck Duck Go is to Twitter as Google is to Facebook.
Blekko. Although not that known in Asia, Blekko is a good alternative especially for those who want results that are specific and have somehow already been “filtered”. The downside: it filters even the ad-filled results, and it just might have included your own ad.
You don’t always have to go with hype, find out where are your audience, then decide what search engine should you penetrate for a more successful search marketing campaign.
Compliment your search engine strategy with content and social marketing:
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