Page 126 - SKU-000506274_TEXT.indd

Lisa Shepherd

game in town. Any investment you make in search engine
optimization must be tailored to the markets you’re targeting.

Some markets and search engines to consider:

• China: Baidu owns the vast majority of the market, and
Google has declined because of the public spat over
censorship between the company and the Chinese
government.

• Russia: Yandex is the leader with about two-thirds of
the market, and Google trails significantly behind.

• South Korea: Naver has more than two-thirds of the
market. Google is almost non-existent.

• Japan: Yahoo!/Bing lead with almost half the market.

• Czech Republic: Seznam.cz owns over half the market.

If you work with an SEO company, make sure they have
experience dealing with these other search engines and that
they’re optimizing your site to perform well on them. Most
SEO companies focus on Google, but if you’re trying to grow
in Russia, you’re missing 75% of that market.

Pay-Per-Click (PPC)

With PPC, you bid on specific search terms and phrases that
you want your ad to appear alongside in results. Ads appear in
the highlighted section at the top and right side of the Google
results page.

PPC ads are ranked by often they are clicked and on the
relevance of the linked page to your ad. It doesn’t matter how
much you bid for a keyword; if your ad fails to connect with
users, and Google doesn’t think the linked page matches your
ad closely enough, your ad will slip to the bottom of the PPC pile.

142

© 2012 Lisa Shepherd