India’s search engine market plus other regional digital media trends
There have been several studies recently about internet usage trends in India.
According to comScore Media Metrix, March 2012 to March 2013, India has a growing internet audience of 73 million consumers – the world’s third largest (1). The 2012 KPCB Internet Trends Year-End Update reported mobile internet use has surpassed that of the PC since May 2012, indicating the huge market growth potential for mobile search in India (2).
Google is the leader in India’s search engine space with about 90 percent of the average market share, according to comScore qSearch Media Trend data from August 2012 to July 2013 (3).
Additionally, as shown on the graphs below (4) and (5), there is a tremendous opportunity in India’s online retail spacein India’s online retail space in the consumer electronics category, according to comScore Media Metrix, June 2013.
Insight into India’s search engine market direction for high tech online marketers
In this article, I would like to look into the trends found in the online retail space for the high tech industry. One of our high tech clients is a leading brand in the region. However, their search engine visibility still needed improvement for both PC and mobile devices in order to further drive consumer awareness and consideration.
A Covario team of marketing analysts, SEO experts, project managers and account directors worked together for the common goal of driving more visitors to this high tech marketer’s PC and mobile websites. In addition to organizational strategy, we implemented optimizations on the pages, including technical improvements and content marketing initiatives to improve visibility, visits and engagement for both non-brand and brand keywords. We focused our efforts mainly on Google, which has the majority of search engine market share in the country.
We developed seasonal landing pages that reflected regional holiday shopping opportunities to help create an additional entry point for the potential customers searching for attractive deals. Other mobile initiatives included creating a device specific website for smartphone and feature phone consumers, lower page load time, and mapping the site to the desktop equivalent.
Various analytics tools were used, particularly our patent-based Organic Search Insight tool to help track rankings and keyword trends, including the targeted keywords.
As a result of all these efforts, we achieved 49 percent year-over-year growth in visits to their PC website, 67 percent improvement in first page Google search visibility over a seven-month period, a 118 percent month-over-month increase in visits for mobile in this specific period of the year, and a 118 percent year-over-year increase in revenue.
If you are in the online retail space and one of your target audiences is the India market, I suggest you contact your agency and begin building a Google search optimized website to drive awareness and consideration of your brand and your line of products for both PC and mobile device-based search queries.Reference