Let’s face it, if you don’t consider the market share of different search engines in your target region then you’re preparing to fail.
Each search engine commands a varied degree of local market share for a region, and they each have different traits that you must understand before devising an optimisation strategy.
At a top level, outside of Google and Yahoo, we generally recognise the following major search engines internationally – Naver, Yandex, and Baidu.
We’re going to explore the differences between those search engines, review the regional market share comparisons, and offer optimisation tactics for each.
We know that Google has the largest market share in Europe at 93.6% (StatCounter), and there are countless articles on optimising for Google on the web, so we’ll focus on the other important search engines globally.
Below is a visualisation which illustrates the market share of search engines around the world in 2018. (Alphametic).
Yandex has a 54.9% share of search in Russia, whereas Google has a 41.9% market share (StatCounter), so if you’re planning to target the Russian market you will need to have a Yandex optimisation strategy.
AI & machine learning are at the core of Yandex, which is led by the Yandex Initiative in Machine Learning and the key parts to consider are deep learning, natural language processing and reinforcement learning.
To provide an overview, we have broken down a list of SEO tips for Yandex below.
The metrics that matter to the Yandex search algorithm include:
The age of a domain is an important ranking factor on Yandex. The technical SEO elements vary in degrees of importance:
The best methods of being indexed efficiently by Yandex:
You should never translate English-language keywords that have been identified using Google keyword planner.
The optimisation tactics for TIC include:
If you are planning to target the Chinese market, then you must have an international SEO strategy that caters for Baidu.
Baidu is China’s primary search engine, with it commanding 70.3% of search engine market share in China (StatCounter).
We’ve curated a list of SEO tactics for Baidu below:
Naver is a search engine used most in South Korea, along with Google. Interestingly, the market share statistics vary, with certain sources citing a significant drop in usage recently at 4.8% market with a 74% market share. (KoreanClick)
The search engine acts like more of a portal than solely a search engine. It’s busy with lots of properties including paid listings, product listings, registered blogs, registered websites, encyclopedia directory, social results, UGC and much more.
To start optimising for Naver, you should leverage Naver Cafe, Naver Blog & Naver Knowledge. Firstly, add the Korean version of your website to Naver Webmaster Tools as this will be shown in the organic results section of the SERP. You must also register your website information with Naver, which allows for your website to be crawled and indexed in the site’s section by the Naver bot.
The Naver SERP is structured with those properties retaining a large amount of real estate on the page so therefore it’s valuable to seek inclusion on each platform.
The Naver SERP is structured as the following:
And here is some further useful information on each of Naver’s own search result properties:
Naver Cafe is a heavily used social community in South Korea that features prominently in the SERPs. It’s important to utilise influencers to promote your cafe, which will subsequently work towards building a following (members).
It’s important to regularly add unique content to your Naver Cafe which contains relevant target keywords. The keywords used in the body content, title and headings will impact visibility within Naver Cafe, and increase likelihood of inclusion on Naver SERPs for your target keywords.