What You Need To Know To Promote Yourself Through Search Engines In Poland

The recognition of different search engines among Polish internauts
The popularity of search engines in Poland is often measured. Recent data will be found on totally different internet sites such as ranking.pl or Megapanel PBI/Gemius. The analysis confirms that Polish people use not solely international but conjointly native search tools. The terribly recent research (from May 2007) shows distinctly that the most standard search engine is Google.

The recognition of search engines in Poland per domain compares (http://www.ranking.pl/index.php?page=Ranks:RanksPage&stat=212|OW) the domains which drive the foremost visits on Polish websites. The comparison of search engines in step with most standard search engines (http://www.ranking.pl/index.php?page=Ranks:RanksPage&stat=213|OW) that are used, show terribly similar results. In Poland there is a native version of Google that improves in ranking of recognition since it appeared (e.g. in 2004 the popularity was estimated at 42%, a year after additional than sixty nine%, while currently it’s a lot of than eighty six%).

The second place (receded from the first one) belongs to Onet Szukaj (Onet Search), very the same as WP which occupies the third place (it uses the technology of Netsprint.pl) and gained its popularity through long time of being present at the market. These search engines are parts of important portals (www.onet.pl and www.wp.pl accordingly) from that Polish Web began, and which offer to their visitors, through many years of their development, many services (email, chat rooms, instant messaging, news etc.). Among the internauts who use these search engines are both very loyal users and those that 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 because of a rudimentary market share, are showed here solely to present an entire data. Summing this up, when designing SEO / SEM activities in search engines utilized by Polish internauts, there are three that are price to concentrate to:

- Google.pl,
- Onet Szukaj,
- WP / Netsprint.pl.

The approach of using search engines by Polish internauts
The tendencies observed in the approach search engines are used in Poland overlap with those of international users. The Polish use search engines much additional typically, more effectively and frequently. They not solely make more correct and detailed queries however conjointly understand the listings as a reliable information not simply random combination of links. They are in a position to note the differences between organic listings and sponsored links, that they are (surprisingly?) willing to click since it’s one out of 2 (beside button) most standard (and well tolerated) ways that of on-line advertising. According to Gemius (2006) eighty two% of search engines’ users click on paid links. Polish internauts, with international ones, target the primary three pages of looking results and usually they click on top 3 links. The analysis of Visual attention to On-line 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 Web? In step with the analysis of Gemius (held in December 2006) the average user uses Google (since it’s the most fashionable search engine) regarding 5 hours, 5 minutes and 39 seconds monthly. However, now is not solely spent on looking but also on using mailbox on gmail.com, Google Maps, or services such as blogger.com. On average the internauts pay three hours 2 minutes and twenty nine seconds on the search engine’s website. Compared, 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 employed only five minutes and twenty six seconds a month. Taking into consideration the common duration of page view internauts use Google similarly to other search engines, but the quantity of page views per user is different. Google search engine has here predominance. On average there are 101.18 page views monthly, whereas for the second Onet and fourth Interia it’s just 18.27 and 17.eighty three accordingly.

The foremost standard keywords in Poland
It’s well-known what Polish internauts use to go looking through the Web and how they do it, the only query is what they often look for. The foremost fashionable keywords in search engines are often updated – e.g. in case of Onet (http://boksy.onet.pl/ranking.html) on a weekly basis. The most common subjects looked for in polish search engines are erotica, entertainment (for example, surnames of common stars, music files, funny videos, etc.), season entries – connected with current events in the country, or information like weather, train timetable, loans, work and… search engines! Automotive connected phrases and tourism are terribly common as well.

The use of search engine optimization and search engine promoting in Poland
Additional than 75% of Polish corporations (a poll made by Bluerank) use search engine optimization (web positioning and optimization) to enhance the visibility of company website at the search engine ranking pages. Additionally, [*fr1] of the examined firms have executed advertising campaigns (PPC) with the use of sponsored links on Polish and international search engines. Polish specialists claim that the budget use for this sort of advertising reaches 20% since SEM is that the leader of e-marketing. It is as a result of of low costs and efficiency but initial of all, perceived by common internauts as sensible and useful (according to Gemius really twenty nine% of all users like paid links and click on them).

The most competitive branches in Poland when talking about SEM activity are finance, tourism, car industry, IT, entertainment, healthcare, real estate and e-commerce. As a result of of this competitiveness the prices of advertising are much beyond in the less common areas. The cost of promotion is changing conjointly as a result of of the time period. Throughout festive time, like the second half of December, the prices increase as a result of of big popularity of sponsored links, especially in the retail area. Tourism has its ‘raise and fall’ relying on season. The vacation time is terribly crucial (June-August), New Years Eve, also winter holidays (February). Finances are in sensible condition through the entire year (there’s continuously competition) but taking into thought IT there’s minor stagnation between II and III term, thus it means that the sponsored links may be cheaper at that time. There is a nice dependence not solely in line with the branch however also country, habits of a sure community and calendar of events.

Advertising opportunities in Polish search engines
The foremost diverted supply of search engine advertising in Polish Web has Netsprint.pl/WP, which offers to advertisers not only PPC campaigns and banners however also very recent “phone link” (pay-per-call solution) and many others – unusual ways in which of advertising on the search engine results pages with the content changed per requirements of the campaign. A very smart example is the action known as “AIDS search engine protection”. Netsprint may be a quite flexible partner in this kind of negotiation, in distinction to Google.pl that is constrained to follow strict rules of the corporation and not to come forth obligatory limitation in the field of SEM.

The great advantage of Polish Google (in comparison with the other already mentioned here search engines) is giant simplicity of usage – not only for internauts looking out through the Internet but additionally for advertisers who conduct PPC campaigns. The administration panel is comprehensible, intuitive in use and useful. It provides a wide range of prospects in setting up the advertising campaign – particularly whereas targeting. Netsprint’s panel is the least useful however there’s a risk to get free pieces of recommendation from search engine’s consultants.

Google will not supply all of the ways of advertising which is employed for instance in USA. Polish SEM activity with the use of this search engine is mainly centered on AdWords. AdSense is not so well-liked – mainly as a result of there’s not enough websites and unsatisfactory quality of them in the Google network. In Poland, there are no longer solely in style and worth reading newspapers, magazines or professional bulletins, but also different personal, “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 (as compared with WP) is a complicated chance to focus on ads and well described user profile. Consistent with the data from a look engine – among the full of eleven million of Polish internauts, 650.000 use solely Onet (Megapanel PBI/Gemius analysis from 2006/2007). A terribly unique feature of this portal may be a section referred to as Onet.eu, which is meant to visit by Polish people who live in the United Kingdom. In case this can be an fascinating target cluster, it’s price to take into thought contextual advertising there through OnetKontekst.

Search engines and SEM in Poland – predictions for the future
For a few years now Polish search engines are attempting to follow the instance of American companies and developed markets of Western Europe. When improving native search engines and ways that of SEM advertising, Polish folks follow the best practices of Google in the range of searching and advertising products. This trend ought to remain and hopefully soon in Poland there can be a heap of high budget campaigns in search engines. However, even these days we tend to can observe constant, increasing want for Polish SEM agencies’ services among foreign companies. Those SEM agencies are familiar with the particular character of Polish market, they’re relatively low cost and have all the competencies needed to market foreign brands, products and services in search engines in Poland.
“As so much as the international cooperation is concerned, our company takes part in projects that integrate actions of search engine selling for one brand in several European countries. We are adapting the campaign of sponsored links to Polish reality within the Net along with designing the marketing activity of international companies from the scratch on the Polish market” – says Maciej Ga?ecki, CEO of Bluerank, SEM agency in Poland. “We tend to are open to all completely different forms of cooperation in the field of promotion by using search engines in Central and Western Europe”.

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