How to get your company to appear in overseas search engines
Your company may have a strong social media presence in the United States. But that means little in other countries. There are ways for you to become better-known overseas.
Companies spend a lot of money on advertising campaigns, social media launches, Adwords, URLs and other means of promotion to get found on Google or to get to the top of search engines. Yahoo, Bing and Youtube (as well as hundreds of others) offer advertising on their sites to get exposure for firms.
Online advertising expenditures will top $46 billion in the United States and $106 billion worldwide in 2013, and should reach $52 billion/$119 billion in 2014, according to emarketer.com. The website also predicts that in 2015, the United States will spend $57 billion, followed by China ($11.36 billion) and the United Kingdom ($10.43 billion).
With the United States spending about half the world’s online-advertising total, it’s easy to think that what works here will work overseas. But that’s not the case. There are some similarities and, more importantly, differences in online advertising abroad.
Cnet.com says the top five global search engines in the world are Google, with 65 percent market share; the Chinese engine Baidu, 8 percent; Yahoo, 4.9 percent; the Russian engine Yandex, 2.8 percent; and Microsoft’s Bing, 2.5.
There is a big deal made about Yandex surpassing Bing. The Russian population of 142 million and operations in Ukraine, Kazakhstan, Belarus and Turkey are what propelled Yandex past Bing.
The United States spends less than half of the global online advertising budget, but has more than 70 percent of the searches. So you might believe that what is United States-friendly online may be globally friendly. But that’s false.
