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For Interactive Marketing Professionals

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May 28, 2008

The Fight for Relevance

Search Engines Must Leverage US Innovations to Gain European Market Share

by Nate Elliott

with Mark Mulligan, Ian Fogg

This is an excerpt

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.

TABLE OF CONTENTS

itemExecutive Summary

itemGoogle Builds Vast Lead as Search Battleground Shifts from Claiming Users to Increasing Search Frequency

itemOther Search Engines Will Struggle to Challenge Google, and End up Fighting for Second Place

itemTo Compete with Google—and Each Other—Search Engines Must Bring Their US Innovations to European Markets

itemCase Studies

itemReport Methodology

This is an excerpt

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ALSO OF INTEREST

RESEARCH CATEGORIES

Analyst

Nate Elliott

Technology

Marketing & Advertising, Interactive Marketing

Industry

Consumer Technology, Consumer Portals & Search

Geography

Asia Pacific, Europe, North America