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| Studies
& Opinions
Language,
Country Search Engines: Implications for Domain Names, PPC Ads
Alex Tajirian |
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| Study
Description
We examined:
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Two search engines: Google and Yahoo.
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Result-page languages in German and Spanish.
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Two country groups: German speaking (Germany,
Austria, and Switzerland) and Spanish speaking (Mexico, South
America).
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Four types of keyword-searches: words in
the countries' native language that contain an English component,
places, acronyms, and brand names.
Selective Results and Implications
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On Google, using advanced search for German
language, Sponsored ads pick up non-country related ads. Thus,
Google might be charging such advertisers for irrelevant clicks.
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On Google, one can use advanced search to
select German language, but does not offer country selection.
The results showed a bias toward .de - country code domain name
(ccTLD) for Germany. Thus, businesses in a German speaking country
other than Germany are disadvantaged and need to also register
domains under De to increase their online visibility. On the
other hand, for Yahoo, a user can control German language by
country.
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Search for geographical, US-based brand names,
and acronym keywords, Google results include non-country related
Sponsored ads. Thus, Google might charge such advertisers for
irrelevant clicks. There are no such ads on Yahoo for German
when a country is also specified. However, with Yahoo a user
cannot specify a Spanish speaking country other than Spain,
location-irrelevant advertisers showed up. Thus, such advertisers
may pay for irrelevant ad clicks.
Related Articles: Domain
Names and Google Search Engine Ranking
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