Page 2 - AeM_August_2017

Welcome to

Dear Reader,

Around the world, search engine optimization (SEO) is almost exclusively about Google, the
world's most popular search engine with a market share of 80.52 percent as of March 2017. In
some Asian countries, however, local search engines top Google’s popularity, such as Baidu
in China, homegrown search portal Naver in South Korea, or Yahoo! Japan and Yahoo!
Taiwan in the respective countries.

Still, Google is unbeatable on a global scale, and that might be because the almost-
monopolist does not rest on its success, but rather develops its offers steadily. Thanks to
Artificial Intelligence and Machine Learning, Google is more and more aware of what users
expect from the search results – unfortunately, making SEO more complicated at the same
time.

By introducing Google Voice Search mid of 2011, Google heralded in a new era of search
queries and kick-started the trend of making use of voice search instead of typing requests in.
Voice-enabled devices and digital assistants allow consumers to engage through one of the
most natural forms of communication, besides convincing with its convenience and being fast
and easy to put into practice.

The fact is that SEO executives not only have to consider how search engines work, what
people search for, the actual search terms or keywords typed into search engines and which
search engines are preferred by their targeted audience, but promote a site to increase the
number of backlinks, or inbound links, not to mention taking care of mobile search as this will
be the future.

Enjoy reading today's issue of Asian eMarketing.

Best regards,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 August 2017 - Search Engine Marketing & Optimization