For Interactive Marketing Professionals
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May 28, 2008 The Fight for RelevanceSearch Engines Must Leverage US Innovations to Gain European Market Shareby Nate Elliott with Ian Fogg, Mark Mulligan, Tushi Banerjee |
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Executive Summary
The ultimate goal of search engines is providing relevant results for users' queries, and search engines' ability to offer such relevance has resulted in most Europeans using search engines every day. This use has sparked a massive industry, with European paid search advertising forecast to net more than €4 billion in 2008. However, with more than two-thirds of Europeans professing loyalty to Google, other search engines must now worry about a different type of relevance: their own.
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