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The popularity of different search engines like google and yahoo among Polish internauts
The reputation of engines like google in Poland is ceaselessly measured. Recent information can be found on different web pages such as ranking.pl or Megapanel PBI/Gemius. The evaluation confirms that Polish folks use not solely global but in addition local search tools. The very recent research (from May 2007) exhibits distinctly that the most well-liked search engine is Google.
The reputation of search engines in Poland in accordance with domain compares the domains which drive probably the most visits on Polish websites. The comparison of search engines in response to most popular search engines like google and yahoo (http://www.ranking.pl/index.php?page=Ranks:RanksPage&stat=213|OW) that are used, present very related results. In Poland there is a local model of Google which improves in ranking of recognition since it appeared (e.g. in 2004 the popularity was estimated at 42%, a year after greater than 69%, while now it’s more than 86%).
The second place (receded from the primary one) belongs to Onet Szukaj (Onet Search), very similar to WP which occupies the third place (it makes use of the know-how of Netsprint.pl) and gained its reputation through long time of being present at the market. These engines like google are parts of necessary portals from which Polish Internet began, and which provide to their visitors, through a few years of their development, several companies (email, chat rooms, prompt messaging, information etc.). Among the internauts who use these engines like google are each very loyal users and those who are just real beginners. The fourth in the ranking is Interia.pl – the search engine which is the a part of well a known Polish portal which uses Google technology. These are adopted by MSN, Szukacz.pl, Yahoo, Gooru, Altavista and others… but due to a rudimentary market share, are showed here solely to present a complete data. Summing this up, when planning SEO / SEM activities in engines like google used by Polish internauts, there are three which are worth to pay attention to:
- Google.pl,
- Onet Szukaj,
- WP / Netsprint.pl.
The manner of using search engines like google by Polish internauts
The tendencies observed in the way in which search engines are utilized in Poland overlap with these of international users. The Polish use serps much more often, more effectively and frequently. They not solely make more correct and detailed queries but additionally perceive the listings as a reliable data not simply random mixture of links. They are capable of notice the variations between natural listings and sponsored links, which they’re (surprisingly?) prepared to click since it’s one out of two (beside button) hottest (and properly tolerated) ways of on-line advertising. According to Gemius (2006) 82% of search engines’ customers click on paid links. Polish internauts, as well as international ones, focus on the primary three pages of searching results and often they click on high three links. The analysis of Visual attention to Online Search Engine Results (http://www.checkit.nl/pdf/eyetracking_research.pdf) illustrates these observations in details.
How long a statistical Polish internaut spends on searching on Internet? According to the analysis of Gemius (held in December 2006) the common user uses Google (since it is the most well-liked search engine) about 5 hours, 5 minutes and 39 seconds monthly. However, this time shouldn’t be only spent on searching but additionally on using mailbox on gmail.com, Google Maps, or companies such as blogger.com. On average the internauts spend 3 hours 2 minutes and 29 seconds on the search engine’s website. In comparison, Onet search engine is used 32 minutes and 47 seconds monthly, WP search engine 21 minutes and 58 seconds, whereas Szukacz.pl is used only 5 minutes and 26 seconds a month. Taking into consideration the average duration of web page view internauts use Google similarly to different search engines, nonetheless the number of page views per person is different. Google search engine has here predominance. On average there are 101.18 web page views monthly, whereas for the second Onet and fourth Interia it is just 18.27 and 17.83 accordingly.
The most popular keywords in Poland
It is well known what Polish internauts use to look through the Internet and the way they do it, the only question is what they typically look for. The hottest keywords in serps are frequently updated – e.g. in case of Onet (http://boksy.onet.pl/ranking.html) on a weekly basis. The most popular subjects searched for in polish serps are erotica, entertainment (for example, surnames of standard stars, music files, funny videos, etc.), season entries – linked with present events in the country, or info such as weather, practice timetable, loans, work and… search engines! Car associated phrases and tourism are highly regarded as well.
The use of search engine optimization and search engine advertising and marketing in Poland
More than 75% of Polish firms (a ballot made by Bluerank) use search engine marketing (web positioning and optimization) to improve the visibility of firm website at the search engine ranking pages. In addition, half of the examined corporations have executed promoting campaigns (PPC) with the usage of sponsored links on Polish and international search engines. Polish specialists claim that the finances use for this kind of advertising reaches 20% since SEM is the chief of e-marketing. It is because of low costs and effectivity but first of all, perceived by frequent internauts as sensible and helpful (according to Gemius truly 29% of all customers like paid links and click on them).
The most competitive branches in Poland when talking about SEM exercise are finance, tourism, automotive industry, IT, entertainment, healthcare, real estate and e-commerce. Because of this competitiveness the costs of advertising are much higher than within the less well-liked areas. The value of promotion is changing also due to the time period. During festive time, such as the second half of December, the prices increase due to huge recognition of sponsored links, especially in the retail area. Tourism has its ‘raise and fall’ depending on season. The holiday time may be very crucial (June-August), New Years Eve, in addition to winter holidays (February). Finances are in good situation through the entire year (there is at all times competition) but taking into account IT there may be minor stagnation between II and III term, so it means the sponsored links might be cheaper at that time. There is a good dependence not only according to the branch but in addition country, habits of a sure community and calendar of events.
Advertising alternatives in Polish search engines
The most diverted offer of search engine promoting in Polish Internet has Netsprint.pl/WP, which affords to advertisers not solely PPC campaigns and banners but in addition very current “phone link” (pay-per-call solution) and lots of others – uncommon ways of advertising on the search engine outcomes pages with the content modified in accordance with requirements of the campaign. A excellent example is the action known as “AIDS search engine protection”. Netsprint is a quite versatile partner in this type of negotiation, in distinction to Google.pl which is constrained to follow strict guidelines of the corporation and not to come forth compulsory limitation in the field of SEM.
The nice advantage of Polish Google (in comparison with the opposite already talked about here search engines) is massive simplicity of usage – not only for internauts searching through the Internet but in addition for advertisers who conduct PPC campaigns. The administration panel is comprehensible, intuitive in use and useful. It gives a variety of possibilities in setting up the advertising marketing campaign – especially while targeting. Netsprint’s panel is the least helpful but there’s a possibility to get free pieces of recommendation from search engine’s consultants.
Google doesn’t offer all the ways of advertising which is used for instance in USA. Polish SEM activity with using this search engine is especially focused on AdWords. AdSense will not be so widespread – primarily because there’s not enough websites and unsatisfactory quality of them in the Google network. In Poland, there should not only popular and value reading newspapers, magazines or professional bulletins, but additionally different private, “hobby like” web sites with low popularity and high danger of fraud clicks, which expose advertisers on incidental expenses.
The benefit of search engine of Onet (in comparability with WP) is a sophisticated possibility to focus on ads and effectively described user profile. According to the info from a search engine – among the many total of 11 million of Polish internauts, 650.000 use completely Onet (Megapanel PBI/Gemius analysis from 2006/2007). A very distinctive feature of this portal is a section called Onet.eu, which is intended to go to by Polish individuals who live in the United Kingdom. In case that is an fascinating target group, it’s worth to take into accounts contextual promoting there through OnetKontekst.
Search engines and SEM in Poland – predictions for the future
For a number of years now Polish engines like google have been making an attempt to follow the instance of American firms and developed markets of Western Europe. When improving local search engines like google and yahoo and ways of SEM advertising, Polish people follow the most effective practices of Google in the range of searching and advertising products. This trend should remain and hopefully quickly in Poland there will be numerous high price range campaigns in search engines. However, even today we can observe constant, increasing want for Polish SEM agencies’ services among foreign companies. Those SEM companies are familiar with the particular character of Polish market, they’re relatively cheap and have all of the competencies needed to advertise foreign brands, services and products in serps in Poland.
“As far as the international cooperation is concerned, our company takes part in initiatives which integrate actions of search engine advertising for one brand in several European countries. We are adapting the campaign of sponsored hyperlinks to Polish reality in the Internet in addition to planning the marketing exercise of international corporations from the scratch on the Polish market” – says Maciej Ga?ecki, CEO of Bluerank, SEM company in Poland. “We are open to all different types of cooperation within the field of promotion by using serps in Central and Western Europe”.
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Tags: affiliate marketing, internet marketing, online business, search engine marketing
Posted in SEO · June 27th, 2010 · Comments (0)
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Tags: affiliate marketing, internet marketing, online business, search engine marketing
Posted in SEO · June 27th, 2010 · Comments (0)