Andy Atkins-Kruger

Regional search engines losing share in Scandinavia, says Websidestory

At Search Engine Strategies Stockholm, Websidestory Regional Account Manager, Nordic Fulton Yancy published figures showing the tracking company’s view on search engine shares in Germany, Denmark, Norway and Sweden drawing the conclusion that the major local engines are losing ground to the global players. The figures were based on September 95 and were based on referrals to web sites measured using the company’s HBX product.

Fulton explained that local engines Eniro in Sweden, Kvasir in Norway and Jubii in Denmark are all facing a decline when market share is considered. This decline is less pronounced in terms of total volume of searches.

Google is one of the major gainers – although Fulton noticed a shift in MSN’s figures in April 2005 when the company added search to its Messenger product.

WebSideStory is a Nasdaq quoted provider of on-demand web analytics. HBX(tm) Analytics, the flagship product in WebSideStory’s Active Marketing Suite(tm), enables marketers to optimize the overall performance of their web initiatives.

The search engine market shares presented at the conference included the following:

Germany (top 5)
Google.de – 82.60%
Google.com – 6.44%
Yahoo – 4.32%
Google.co.uk – 1.15%
MSN.de – 0.94%

Denmark (top 5)
Google.dk – 64.70%
Google.com – 17.32%
Yahoo – 4.94%
MSN.dk – 4.35%
Jubii – 1.85%

Norway (top 5)
Google.no – 45%
Google.com – 22.72%
Yahoo – 7.55%
MSN.no – 7.03%
Kvasir – 5.86%

Sweden (top 5)
Google.se – 60.22%
Google.com – 13.92%
MSN.se – 4.19%
Eniro – 4.19%
Yahoo – 3.72%

Andy Atkins-Kruger
Andy is the CEO of Webcertain. He is a trained linguist with 20 years experience in international marketing, having helped major brand leaders with their advertising and public relations projects on five continents. Webcertain has been operating multilingual search marketing campaigns for over 15 years and is one of few agencies which only deal with international campaigns; the company doesn't deal in single market projects. Andy speaks regularly at conferences around the world, writes for the Multinational Search column of SearchEngineLand.com and is the Managing Editor of the Multilingual Search blog.

2 Responses to Regional search engines losing share in Scandinavia, says Websidestory

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  2. Rasmus Sørensen says:

    The figures are very interesting, but I have to agree with Jo here – they do seem a little off. I totally agree about the individual relationship between the engines and the picture is on par with what we’re seeing when looking at a broad range of scandinavian clients referring traffic.

    I just returned from Webmasterworlds Pubcon (search engine marketing conference) and the general agreement was that Google is dominant in all countries across Europe and that the local players are loosing out. However not to an extend presented in the numbers from WebsideStory. Eniro for example is somewhat larger – they simply represent at bigger portion of total search engine in the stats I have access to.

    The numbers might be a bit scewed though, as most of the site I’m looking at have been optimized and therefore in essense will receive a larger portion of traffic from the crawler-based big engines as supposed to the smaller local directories.

    Google representing around 70% in each country in Scandinavia is spot on.

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