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BizReport : Search Marketing : August 16, 2011

How to use search on a global scale

Although search engines aren't new to the consumer base, more consumers are conducting search queries every day which makes it smart for brands to remain in the space as well. New data from Experian/Hitwise and comScore shows which engines are getting the most customer attention. A new tool from Optify may help brands better utilize global search.

by Kristina Knight

The release may help marketers better utilize search marketing on a global scale. Called the International SEO Starter Guide, the platform helps brands organize multi-national search campaigns to get the best ROI possible.

"A key tenant to successfully delivering messages across multiple target audiences worldwide is the effective use of social media and search engines," said Anthony Joseph, vice president of marketing and customer experience at Optify. "Optify's new International SEO Starter Guide is full of tips and information that both prospects and customers can begin using today to expand their web presence and compete on a global scale."

Through the platform marketers can track search keywords and search behaviors in more than 37 countries, best practices for search campaigns, help choosing relevant keywords and tips on optimizing or localizing content, including how to tackle the translation barrier.

How for Experian/Hitwise's latest data, which finds Google still solidly leading the search wars in the US. Google accounted for 66% of search queries in July. Bing accounted for 28% of queries. However, Yahoo and Bing's engines were more successful, according to Experian/Hitwise. Searches queried within the Yahoo and Bing engines were at or over 80%, meaning that a search query resulted in a click or website visit. Google's success rate was just over 67%.

Meanwhile, comScore data for July finds more than 17 billion explicit core search queries, with Google holding on to its 65% market share. Yahoo accounted for 16% of explicit core searches and Microsoft's Bing for 14.4%.

Tags: comScore, Experian/Hitwise, global search marketing, Optify, search engine optimization, search marketing, SEO

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