The reputation of different engines like google among Polish internauts
The popularity of search engines in Poland is regularly measured. Recent information may be found on different web sites such as ranking.pl or Megapanel PBI/Gemius. The evaluation confirms that Polish folks use not only global but in addition local search tools. The very recent analysis (from May 2007) reveals distinctly that the most well-liked search engine is Google.
The popularity of search engines like google and yahoo in Poland based on domain compares the domains which drive probably the most visits on Polish websites. The comparison of search engines according to most popular search engines like google and yahoo (http://www.ranking.pl/index.php?page=Ranks:RanksPage&stat=213|OW) that are used, show very comparable results. In Poland there is a local version of Google which improves in ranking of popularity since it appeared (e.g. in 2004 the recognition was estimated at 42%, a 12 months after greater than 69%, whereas 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 technology of Netsprint.pl) and gained its recognition through long time of being present at the market. These search engines are components of necessary portals from which Polish Internet began, and which provide to their visitors, through a few years of their development, several services (email, chat rooms, instantaneous messaging, news etc.). Among the internauts who use these search engines like google and yahoo are each very loyal users and people who are just real beginners. The fourth in the ranking is Interia.pl – the search engine which is the part of well a known Polish portal which makes use of Google technology. These are followed by MSN, Szukacz.pl, Yahoo, Gooru, Altavista and others… but because of a rudimentary market share, are confirmed 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 way of using engines like google by Polish internauts
The tendencies noticed in the best way search engines are used in Poland overlap with those of international users. The Polish use serps much extra often, more successfully and frequently. They not only make more correct and detailed queries but in addition perceive the listings as a reliable info not just random combination of links. They are able to notice the differences between organic listings and sponsored links, which they are (surprisingly?) willing to click on since it is one out of two (beside button) most popular (and well tolerated) methods of on-line advertising. According to Gemius (2006) 82% of search engines’ users click on paid links. Polish internauts, in addition to international ones, focus on the primary three pages of looking results and normally they click on prime three links. The analysis of Visual consideration 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 makes use of Google (since it is the most well-liked search engine) about 5 hours, 5 minutes and 39 seconds monthly. However, this time is not only spent on searching but additionally on utilizing mailbox on gmail.com, Google Maps, or services 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 forty seven seconds monthly, WP search engine 21 minutes and 58 seconds, while Szukacz.pl is used solely 5 minutes and 26 seconds a month. Taking into consideration the common duration of web page view internauts use Google similarly to other search engines, however the number of page views per person is different. Google search engine has right here predominance. On common 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 go looking through the Internet and the way they do it, the only question is what they typically look for. The hottest keywords in engines like google are frequently updated – e.g. in case of Onet (http://boksy.onet.pl/ranking.html) on a weekly basis. The hottest subjects searched for in polish search engines like google and yahoo are erotica, entertainment (for example, surnames of in style stars, music files, humorous videos, etc.), season entries – connected with present events in the country, or info such as weather, train timetable, loans, work and… search engines! Car related phrases and tourism are very talked-about as well.
The use of seo and search engine advertising and marketing in Poland
More than 75% of Polish corporations (a ballot made by Bluerank) use search engine marketing (web positioning and optimization) to improve the visibility of company website on the search engine rating pages. In addition, half of the examined companies have executed promoting campaigns (PPC) with the usage of sponsored links on Polish and international search engines. Polish experts claim that the funds use for this type of advertising reaches 20% since SEM is the chief of e-marketing. It is due to low costs and effectivity but first of all, perceived by common internauts as practical and helpful (according to Gemius truly 29% of all users like paid links and click on them).
The most competitive branches in Poland when talking about SEM activity are finance, tourism, automobile industry, IT, entertainment, healthcare, real estate and e-commerce. Because of this competitiveness the costs of promoting are much increased than in the less standard areas. The price of promotion is altering also due to the time period. During festive time, such as the second half of December, the prices increase because of huge recognition of sponsored links, especially in the retail area. Tourism has its ‘raise and fall’ relying on season. The holiday time is very crucial (June-August), New Years Eve, in addition to winter holidays (February). Finances are in good situation through the whole year (there is all the time competition) but taking into account IT there’s minor stagnation between II and III term, so it means the sponsored links may be cheaper at that time. There is a great dependence not only in accordance with the branch but additionally country, habits of a certain community and calendar of events.
Advertising opportunities in Polish search engines
The most diverted supply of search engine advertising in Polish Internet has Netsprint.pl/WP, which presents to advertisers not solely PPC campaigns and banners but additionally very current “phone link” (pay-per-call solution) and many others – uncommon ways of advertising on the search engine results pages with the content modified according to requirements of the campaign. A very good example is the action known as “AIDS search engine protection”. Netsprint is a quite flexible partner in this kind of negotiation, in contrast to Google.pl which is constrained to observe strict rules of the company and to not come forth obligatory limitation in the field of SEM.
The nice advantage of Polish Google (in comparability with the opposite already talked about here search engines) is massive simplicity of usage – not just for internauts searching through the Internet but additionally for advertisers who conduct PPC campaigns. The administration panel is comprehensible, intuitive in use and useful. It gives a wide range of prospects in establishing the advertising marketing campaign – especially whereas targeting. Netsprint’s panel is the least helpful but there’s a possibility to get free pieces of advice from search engine’s consultants.
Google doesn’t offer all of the ways of advertising which is used for example in USA. Polish SEM exercise with the use of this search engine is especially focused on AdWords. AdSense isn’t so widespread – mainly because there’s not enough web sites and unsatisfactory quality of them in the Google network. In Poland, there are not only popular and worth reading newspapers, magazines or professional bulletins, but additionally different private, “hobby like” web sites with low reputation and high risk of fraud clicks, which expose advertisers on incidental expenses.
The benefit of search engine of Onet (in comparability with WP) is a complicated possibility to target ads and nicely described user profile. According to the information from a search engine – among the many total of eleven million of Polish internauts, 650.000 use completely Onet (Megapanel PBI/Gemius research from 2006/2007). A very distinctive feature of this portal is a section called Onet.eu, which is intended to visit by Polish people who live within the United Kingdom. In case that is an attention-grabbing 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 just a few years now Polish search engines like google have been attempting to follow the example of American firms and developed markets of Western Europe. When improving local search engines like google and methods of SEM advertising, Polish individuals follow the perfect practices of Google within the range of looking out and advertising products. This trend should remain and hopefully quickly in Poland there’ll be a whole lot of high funds campaigns in search engines. However, even today we are able to observe constant, increasing need for Polish SEM agencies’ services amongst foreign companies. Those SEM companies are conversant in the specific character of Polish market, they are relatively low-cost and have all of the competencies needed to advertise foreign brands, services in serps in Poland.
“As far because the international cooperation is concerned, our firm takes part in initiatives which integrate actions of search engine advertising for one brand in numerous European countries. We are adapting the campaign of sponsored links to Polish reality in the Internet in addition to planning the marketing exercise of international firms from the scratch on the Polish market” – says Maciej Gałecki, CEO of Bluerank, SEM company in Poland. “We are open to all different forms of cooperation in the field of promotion by using search engines in Central and Western Europe”.
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