Dragon Trail President was invited to present at the EyeForTravel Mediterranean in Athens, Greece to speak to an international and Greek audience about the differences in search engine marketing in South Korea, Japan, and China. All three markets are highly complex and require unique strategies to capture the market, being it on the organic side, or on the paid side.

Understanding the market is critical.  While in China, Baidu is the dominant search engine, and even though Google still has a market share of round 20%, search results on Google in China and Google in the US are 80% different.

In Japan, the importance of mobile requires a completely different focus, and in South Korea, Naver is the primary search engine.

The Three key differentiators in Search in North Asia include:

Language & Culture

• Localization is essential
• Keyword / Copy complexities
• Technology – Double-byte & API’s

Unique Search Engines

• Local Players – Baidu, Naver, Yahoo
• Unique Ad Layouts & Structure
• Different approach to Natural Search

Multi Channel

• Mobile Search
• Offline Search Integration
• Click to Call
• Video / Social Media content