Search Engine Marketing: Market Research Report

July 2010 | 451 pages | ID: SD3CB0DDEB3EN
Global Industry Analysts, Inc

Abstracts

This report analyzes the Worldwide markets for Search Engine Marketing in US$ Million.

The US market is further analyzed by the following Service Segments: Paid Inclusion, Paid Search, Search Engine Optimization, and Contextual Advertising.

The report provides separate comprehensive analytics for US, Europe, and Rest of World.

Annual estimates and forecasts are provided for the period 2006 through 2015.

The report profiles 170 companies including key and niche players such as 7Search.com, AOL, Inc., ABCSearch.com, Acxiom Corporation, Ask.com, ArteWorks SEO, Baidu, Inc., Bruce Clay, Inc., Business.com, Inc., Engine Ready, Inc., Google, Inc., iProspect, Intrapromote LLC, Lyris Inc., LookSmart, Ltd., Microsoft adCenter, NHN Corporation, Sohu.com, Inc., Search Engine Optimization, Inc., VIZION Interactive, Inc.,Yahoo! Inc., Inktomi Corporation, and Yandex.

Market data and analytics are derived from primary and secondary research.

Company profiles are mostly extracted from URL research and reported select online sources.

Contents

I.INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations
Disclaimers
Data Interpretation & Reporting Level
Quantitative Techniques & Analytics
Product Definitions and Scope of Study

II. EXECUTIVE SUMMARY

1.INDUSTRY OVERVIEW

A Quick Primer

Table 1. Internet Usage Worldwide (2009): Breakdown of Number of Internet Users (In million) by Country (includes corresponding Graph/Chart)

Corporate Presence On the Internet Key to Successful Business Development
Internet Emerges As a Vehicle for Identifying Attractive Deals
Key Market Trends & Issues
SEM: A Bright Spot in the Advertising Industry
Professionally Outsourced SEM Gains in Popularity, Thanks to the Recession
SEO Metrics Shift from Rankings to Traffic and Conversions
The Rise of Search Personalization
Universal Search in the Spotlight
Growth in Mobile Internet Magnifies the Business Case for SEM
Paid Search Marketing: A Key Revenue Spinner
Organic Search Gains Ground
Brand Infringement in Natural Search
Click Fraud Hovers Over Online Search Market
Outlook
Market Share Findings

Table 2. Global Paid Search Market (2009): Percentage Share Breakdown of Revenues of Leading Search Engines (includes corresponding Graph/Chart)

Table 3. Global Search Market As of July 2009: Percentage Share Breakdown of Number of Searches by Leading Search Sites (includes corresponding Graph/Chart)

Table 4. Global Search Market As of July 2009: Percentage Share Breakdown of Number of Searches by Region (includes corresponding Graph/Chart)

Table 5. Worldwide Online Advertising Market (2007): Percentage Breakdown of Various Advertising Forms - Search, Display Ads, Classifieds, Rich Media, Sponsorship, Referrals, Email, and Others (includes corresponding Graph/Chart)

2.PRODUCT OVERVIEW

Search Engine Marketing (SEM): An Introduction
Advantages of SEM
Increased ROI
Visibility
Effective Outreach
Fast Turnaround Time
Challenges
Campaign Complexit
Market complexity
Business Complexity
SEM Techniques: A Review
Search Engine Optimization (SEO)
How is SEO Done?
Types of SEOs
Homepage Optimization
Category Page Optimization
Content & Product Page Optimization
Search Engine Advertising
Paid Inclusion
Paid Search Advertising
Pay-Per-Click (PPC)/Cost Per Click (CPC)
Contextual Advertising
Search Engine Architecture
Web Database
Searcher
Crawler
Indexer
Elements of Successful Search Engine Marketing Strategy
Content Optimization
Inbound Link
Title Tags
Meta-Description
Meta-Keywords
HTML Code

3.RECENT INDUSTRY ACTIVITY

Local Insight Media Holdings Signs Contract with Web.com and Yodle
Baidu.com to Build International Headquarters in Shenzhen
AMP Agency Purchases Pixel Bridge
Dot VN Inks Letter of Intent with Web Spider Technologies
Liverpool-based Entrepreneurs Launch CL5 Search Engine Marketing Company
ABCSearch Acquires Advertise.com
Google Purchases AdMob
iCrossing and Ingate Form Partnership to Develop International SEM Campaigns
CyberDefender Signs Agreement with The Search Agency
Lyris Takes Over Facultas
SEO.com Acquires Graphics.net
Alliance for the Arts Implements Lyris HQ
Buildtelligence Takes Over SEOCompany.com
AcquirgyTM Acquires Operating Assets of SendTec
Deluxe Renews Paid Search Partnership with Didit
GMO Internet Acquires Majority Stake in Inovex
Google to Take Over On2 Technologies
Microsoft and Yahoo! Ink Agreement
OrangeSoda Establishes OrangeSoda Enterprise
Straight North Acquires Whoast
Trafficwala Unveils Low-Cost SEO Booster Package
Kronik Media Unveils Search Engine Marketing Service
Epiar Launches Epiar Negative Keywords®
Register.com Unveils New Guaranteed Leads Service for Small Enterprises
SubmitNet Unveils a New Version of Website
Times Union Unveils Local Edge Search Marketing
Aegis Media Buys Stake in Communicate 2
SearchIgnite Enters into Partnership Agreement with CyberAgent and Septeni
Academy Learning Acquires SiteVisibility
Logicserve Acquires CK Net
AdIQus Acquires MediaThinkLab
Aegis Group Takes Over rmsarcar.com
iProspect® Establishes Office in Finland
Acxiom® Acquires Direct Marketing Technology Division of Alvion
Boomdash Inks Partnership with My411Pages.com
CyberDefender Renews Partnership with WebMetro
Engine Ready Collaborates with California Chamber of Commerce
Google Acquires DoubleClick
Publicis Groupe Takes Over Performics Search Marketing Operations of Google
Nokia to Collaborate with Google
Qualcomm Deploys Affinium® NetInsight™ Web Analytics Solution
Reprise Media Enters into Partnership with Betaworks
Aegis Group Acquires Checkit

4.FOCUS ON SELECT GLOBAL PLAYERS

7SEARCH.COM (USA)
AOL, Inc., (USA)
ABCSearch.com (USA)
Acxiom Corporation (USA)
Ask.com (USA)
ArteWorks SEO (USA)
Baidu, Inc. (China)
Bruce Clay, Inc. (USA)
Business.com, Inc., (USA)
Engine Ready, Inc. (USA)
Google, Inc. (USA)
iProspect (USA)
Intrapromote LLC (USA)
Lyris Inc (USA)
LookSmart, Ltd. (USA)
Microsoft adCenter (USA)
NHN Corporation (Korea)
Sohu.com, Inc (China)
Search Engine Optimization, Inc., (USA)
VIZION Interactive, Inc., (USA)
Yahoo! Inc. (USA)
Inktomi Corporation (USA)
Yandex (Russia)

5.MARKET PERSPECTIVE

Table 6. World Recent Past, Current and Future Analysis for Search Engine Marketing by Geographic Region – US, Europe, and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2006 through 2015 (includes corresponding Graph/Chart)

Table 7. World 10-Year Perspective for Search Engine Marketing by Geographic Region – Percentage Breakdown of Annual Revenues for US, Europe, and Rest of World Markets for Years 2006, 2009 & 2015 (includes corresponding Graph/Chart)

III. MARKET

1.THE UNITED STATES

A. MARKET ANALYSIS

Outlook
Search Engine Market Overview
List of Top 15 Search Media Companies in North America Ranked Based on Popularity of their Paid Placement Search Engine Networks Among Advertisers
Local Search Set to Boom
Key Statistical Findings

Table 8. North American Search Engine Marketing (SEM) Industry (2008): Percentage Share Breakdown of Advertiser Spending by SEM Strategy (includes corresponding Graph/Chart)

Table 9. Online Advertising Market in the United States (2009): Percentage Share Breakdown of Ad Spending by Format (includes corresponding Graph/Chart)

Table 10. Search Engine Market in the United States (2008): Percentage Share Breakdown of Spending by Search Engine Platform (includes corresponding Graph/Chart)

Table 11. US Core Search Market As of July 2009: Percentage Share Breakdown of Number of Searches for Top 5 Search Sites (includes corresponding Graph/Chart)

Table 12. US Expanded Search Market As of July 2009: Percentage Share Breakdown of Number of Searches for Top 10 Search Sites (includes corresponding Graph/Chart)

Strategic Corporate Developments
Key Players

7SEARCH.COM

AOL, Inc.,
ABCSearch.com
Acxiom Corporation
Ask.com
ArteWorks SEO
Bruce Clay, Inc.
Business.com, Inc.,
Engine Ready, Inc.
Google, Inc.
iProspect
Inktomi Corporation
Intrapromote LLC
Lyris Inc
LookSmart, Ltd.
Microsoft adCenter
Search Engine Optimization, Inc.,
VIZION Interactive, Inc.,
Yahoo! Inc.

B. MARKET ANALYTICS

Table 13. US Recent Past, Current and Future Analysis for Search Engine Marketing by Segment – Paid Inclusion, Paid Search, Search Engine Optimization, and Contextual Advertising Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2006 through 2015 (includes corresponding Graph/Chart)

Table 14. US 10-Year Perspective for Search Engine Marketing by Segment– Percentage Breakdown of Annual Revenues for Paid Inclusion, Paid Search, Search Engine Optimization, and Contextual Advertising Markets for Years 2006, 2009 & 2015 (includes corresponding Graph/Chart)

2.EUROPE

A. MARKET ANALYSIS

Outlook
Market Overview
A Peek Into the Challenges
Focus on Select Regional Markets
Germany: A Key Potential Laden Market
United Kingdom
Paid Search Poised to Rise
Competitive Bidding Comes Out of the Shadows
Key Statistical Findings

Table 15. Search Engine Market in the United Kingdom (2007): Percentage Share Breakdown of Number of Searches by Search Engine (includes corresponding Graph/Chart)

Statistical Findings on Other Regional Markets

Table 16. Search Market in Russia (2007): Percentage Share Breakdown of Number of Search Queries by Search Engines (includes corresponding Graph/Chart)

Table 17. Search Engine Market in Russia (2007): Percentage Share Breakdown of PPC Coverage by Search Engine (includes corresponding Graph/Chart)

Table 18. Search Engine Market in Bulgaria (2007): Percentage Share Breakdown of Usage by Search Engine (includes corresponding Graph/Chart)

Table 19. Search Engine Market in Czech Republic (2007): Percentage Share Breakdown of Usage by Search Engine (includes corresponding Graph/Chart)

Table 20. Search Engine Market in Czech Republic (2007): Percentage Share Breakdown of PPC Coverage by Search Engine (includes corresponding Graph/Chart)

Table 21. Search Engine Market in Denmark (2007): Percentage Share Breakdown of Usage by Search Engine (includes corresponding Graph/Chart)

Table 22. Search Engine Market in Denmark (2007): Percentage Share Breakdown of PPC Coverage by Search Engine (includes corresponding Graph/Chart)

Table 23. Search Engine Market in Spain (2007): Percentage Share Breakdown of Usage by Search Engine (includes corresponding Graph/Chart)

Table 24. Search Engine Market in the Netherlands (2007): Percentage Market Share Breakdown of Leading Search Engines (includes corresponding Graph/Chart)

Strategic Corporate Developments
Yandex - A Key Russian Player

B. MARKET ANALYTICS

Table 25. European Recent Past, Current & Future Analysis for Search Engine Marketing by Region/Country – France, Germany, UK and Rest of European Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2006 through 2015 (includes corresponding Graph/Chart)

Table 26. European 10-Year Perspective for Search Engine Marketing By Country/Region – Percentage Breakdown of Annual Revenues for France, Germany, UK and Rest of Europe Markets for Years 2006, 2009 & 2015 (includes corresponding Graph/Chart)

3.REST OF WORLD

A. MARKET ANALYSIS

Focus on Select Regional Markets
China
Market Overview
Paid Search Market: A Review
Paid Search Gets Popular in the SME Sector
Competition
Key Statistical Findings

Table 27. Online Advertising Market in China (2009): Percentage Share Breakdown of Ad Spending by Format (includes corresponding Graph/Chart)

Table 28. Search Market in China (2009): Percentage Share Breakdown of Revenue by Leading Players (includes corresponding Graph/Chart)

Table 29. Search Engine Market in China (2007): Percentage Share Breakdown of PPC Coverage by Search Engine (includes corresponding Graph/Chart)

Table 30. Search Engine Market in Beijing (2008): Percentage Share Breakdown of Revenue by Leading Players (includes corresponding Graph/Chart)

Table 31. Search Engine Market in Shanghai (2008): Percentage Share Breakdown of Revenue by Leading Players (includes corresponding Graph/Chart)

Table 32. Search Engine Market in Guangzhou (2008): Percentage Share Breakdown of Revenue by Leading Players (includes corresponding Graph/Chart)

Japan

Table 33. Search Market in Japan (2007): Percentage Share Breakdown of Revenue by Leading Players (includes corresponding Graph/Chart)

India
A Preferred Destination for SEM Outsourcing
Lower Cost Service
Professional Expertise and Manpower
Korea

Table 34. Search Engine Market in South Korea (2007): Percentage Share Breakdown of Usage by Search Engine (includes corresponding Graph/Chart)

Other Statistical Findings

Table 35. Asian Search Engine Market (2008): Percentage Market Share Breakdown of Leading Search Engines (includes corresponding Graph/Chart)

Table 36. Search Engine Market in Israel (2007): Percentage Share Breakdown of PPC Coverage by Search Engine (includes corresponding Graph/Chart)

Strategic Corporate Developments
Key Players
Baidu, Inc. (China)
NHN Corporation (Korea)
Sohu.com, Inc (China)

B. MARKET ANALYTICS

Table 37. Rest of World Recent Past, Current and Future Analysis for Search Engine Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2006 through 2015 (includes corresponding Graph/Chart)

IV. COMPETITIVE LANDSCAPE

Total Companies Profiled: 170 (including Divisions/Subsidiaries - 181)
Region/CountryPlayers
The United States
Canada
Europe
France
The United Kingdom
Rest of Europe
Asia-Pacific (Excluding Japan)
Africa