What You Need To Know To Promote Yourself Through Search Engines In Poland
The popularity of various search engines among Polish internauts
The popularity of search engines in Poland is frequently measured. Recent data will be found on totally different net sites such as ranking.pl or Megapanel PBI/Gemius. The analysis confirms that Polish people use not only international but also native search tools. The terribly recent research (from May 2007) shows distinctly that the foremost popular search engine is Google.
The popularity of search engines in Poland consistent with domain compares (http://www.ranking.pl/index.php?page=Ranks:RanksPage&stat=212|OW) the domains that drive the most visits on Polish websites. The comparison of search engines in line with most in style search engines (http://www.ranking.pl/index.php?page=Ranks:RanksPage&stat=213|OW) that are used, show terribly similar results. In Poland there’s a native version of Google which improves in ranking of recognition since it appeared (e.g. in 2004 the recognition was estimated at 42%, a year once a lot of than sixty nine%, while now it is a lot of than eighty six%).
The second place (receded from the primary one) belongs to Onet Szukaj (Onet Search), very like WP which occupies the third place (it uses the technology of Netsprint.pl) and gained its popularity through very long time of being present at the market. These search engines are components of vital portals (www.onet.pl and www.wp.pl accordingly) from that Polish Internet began, and that offer to their guests, through several years of their development, several services (email, chat rooms, instant messaging, news etc.). Among the internauts who use these search engines are each terribly loyal users and those who are simply real beginners. The fourth in the ranking is Interia.pl – the search engine that is that the part of well a known Polish portal that uses Google technology. These are followed by MSN, Szukacz.pl, Yahoo, Gooru, Altavista and others… but as a result of of a rudimentary market share, are showed here solely to present a whole data. Summing this up, when planning SEO / SEM activities in search engines utilized by Polish internauts, there are 3 that are price to listen to:
– Google.pl,
– Onet Szukaj,
– WP / Netsprint.pl.
The way of using search engines by Polish internauts
The tendencies observed within the means search engines are employed in Poland overlap with those of international users. The Polish use search engines abundant more often, a lot of effectively and frequently. They not solely make additional correct and detailed queries but conjointly understand the listings as a reliable information not just random combination of links. They are ready to notice the differences between organic listings and sponsored links, that they’re (surprisingly?) willing to click since it’s one out of two (beside button) most standard (and well tolerated) ways that of online advertising. Consistent with Gemius (2006) 82% of search engines’ users click on paid links. Polish internauts, in addition to international ones, consider the first 3 pages of looking out results and typically they click on high 3 links. The research 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 looking on Internet? In keeping with the research of Gemius (held in December 2006) the typical user uses Google (since it is the most common search engine) about five hours, 5 minutes and 39 seconds monthly. But, this time isn’t only spent on looking but additionally on using mailbox on gmail.com, Google Maps, or services like blogger.com. On average the internauts spend 3 hours a pair of minutes and twenty nine seconds on the search engine’s website. In comparison, Onet search engine is employed thirty two minutes and forty seven seconds monthly, WP search engine twenty one minutes and 58 seconds, while Szukacz.pl is used solely five minutes and twenty six seconds a month. Taking into consideration the average duration of page view internauts use Google equally to alternative search engines, however the number of page views per user is different. Google search engine has here predominance. On average there are 101.18 page views monthly, while for the second Onet and fourth Interia it’s simply 18.27 and 17.eighty three accordingly.
The foremost fashionable keywords in Poland
It’s well-known what Polish internauts use to search through the Web and how they do it, the sole query is what they often look for. The foremost popular keywords in search engines are regularly updated – e.g. in case of Onet (http://boksy.onet.pl/ranking.html) on a weekly basis. The foremost standard subjects explore for in polish search engines are erotica, entertainment (for example, surnames of widespread stars, music files, funny videos, etc.), season entries – connected with current events in the country, or data like weather, train timetable, loans, work and… search engines! Automobile connected phrases and tourism are very well-liked as well.
The utilization of search engine optimization and search engine marketing in Poland
A lot of than seventy five% of Polish corporations (a poll made by Bluerank) use search engine optimization (net positioning and optimization) to improve the visibility of company web site at the search engine ranking pages. Additionally, [*fr1] of the examined corporations have executed advertising campaigns (PPC) with the employment of sponsored links on Polish and international search engines. Polish specialists claim that the budget use for this type of advertising reaches 20% since SEM is the leader of e-marketing. It is because of low costs and efficiency however initial of all, perceived by common internauts as practical and useful (consistent with Gemius actually twenty nine% of all users like paid links and click on on them).
The foremost competitive branches in Poland when talking concerning SEM activity are finance, tourism, automobile business, IT, entertainment, healthcare, realty and e-commerce. Because of this competitiveness the costs of advertising are a lot of higher than in the less in style areas. The cost of promotion is changing conjointly as a result of of the time period. During festive time, such as the second 0.5 of December, the costs increase as a result of of huge popularity of sponsored links, especially in the retail area. Tourism has its ‘raise and fall’ relying on season. The holiday time is terribly crucial (June-August), New Years Eve, as well as winter holidays (February). Finances are in smart condition through the full year (there’s forever competition) however taking into thought IT there’s minor stagnation between II and III term, thus it means that the sponsored links might be cheaper at that time. There is a nice dependence not only in step with the branch but also country, habits of a bound community and calendar of events.
Advertising opportunities in Polish search engines
The foremost diverted offer of search engine advertising in Polish Net has Netsprint.pl/WP, that offers to advertisers not solely PPC campaigns and banners but also terribly recent “phone link” (pay-per-call resolution) and many others – uncommon ways of advertising on the search engine results pages with the content changed in line with requirements of the campaign. A terribly sensible example is that the action called “AIDS search engine protection”. Netsprint may be a quite flexible partner in this type of negotiation, in contrast to Google.pl which is constrained to follow strict rules of the corporation and not to come forth obligatory limitation in the field of SEM.
The nice advantage of Polish Google (as compared with the other already mentioned here search engines) is massive simplicity of usage – not solely for internauts looking out through the Internet however conjointly for advertisers who conduct PPC campaigns. The administration panel is comprehensible, intuitive in use and useful. It gives a big selection of prospects in putting in place the advertising campaign – especially whereas targeting. Netsprint’s panel is the least useful but there’s a possibility to induce free items of recommendation from search engine’s consultants.
Google does not provide all of the ways in which of advertising that is employed for instance in USA. Polish SEM activity with the use of this search engine is mainly centered on AdWords. AdSense is not thus in style – mainly because there is not enough websites and unsatisfactory quality of them within the Google network. In Poland, there are no longer solely fashionable and worth reading newspapers, magazines or skilled bulletins, however additionally different non-public, “hobby like” websites with low popularity and high risk of fraud clicks, that expose advertisers on incidental expenses.
The advantage of search engine of Onet (in comparison with WP) is an advanced chance to focus on ads and well described user profile. Consistent with the info from a look engine – among the full of 11 million of Polish internauts, 650.000 use completely Onet (Megapanel PBI/Gemius analysis from 2006/2007). A terribly unique feature of this portal is a section referred to as Onet.eu, which is meant to visit by Polish individuals who live in the United Kingdom. In case this can be an interesting target group, it’s value to take into consideration contextual advertising there through OnetKontekst.
Search engines and SEM in Poland – predictions for the longer term
For a few years currently Polish search engines have been attempting to follow the instance of American companies and developed markets of Western Europe. When improving native search engines and ways of SEM advertising, Polish folks follow the most effective practices of Google within the range of looking and advertising products. This trend should remain and hopefully soon in Poland there can be a lot of high budget campaigns in search engines. However, even today we will observe constant, increasing need for Polish SEM agencies’ services among foreign companies. Those SEM agencies are familiar with the particular character of Polish market, they are comparatively low cost and have all the competencies required to market foreign brands, product and services in search engines in Poland.
“As way as the international cooperation is anxious, our company takes part in projects which integrate actions of search engine selling for one complete in several European countries. We have a tendency to are adapting the campaign of sponsored links to Polish reality within the Internet along with planning the selling activity of international companies from the scratch on the Polish market” – says Maciej Ga?ecki, CEO of Bluerank, SEM agency in Poland. “We are open to all completely different types of cooperation in the sector of promotion by using search engines in Central and Western Europe”.
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